With concerns about the climate often taking center stage in the social conversation, it only makes sense to drive customers to your brand by committing your company to sustainable practices. Even if your company is totally committed to protecting the climate, though, it won’t mean much to potential customers if they don’t know about your efforts. That’s why it’s so important to ensure that your brand identity matches your corporate reality by weaving evidence of your company’s commitment to the climate into that identity. Here are a few ways you can do that.
Know Your Audience
While a passion for issues related to the climate crosses age barriers, there tends to be a higher rate of concern among younger generations. If you want to demonstrate your commitment to the climate, then, your brand needs to appeal to these younger generations in order to get their attention. If your brand appears dated and tired, young consumers will assume that your commitment to the climate has an attitude that matches past generations, leading them to avoid your brand, despite your commitment to the climate. Therefore, it might be helpful to hire a professional design agency to capture the youth and vigor of your brand to gain the attention of the audience that is likely to be most impressed by your company’s climate initiatives.
When it comes to advertising, it is crucial that you carefully place your company’s logo and other intellectual property to ensure it is consistent with your commitment to the climate. For example, it may harm your brand if your advertising is placed at a gas station, since gas stations are often associated with vehicles that cause pollution. Instead, try to associate your brand with recycling locations, donation drop-off zones, and other places that offer goods and services that help the environment.
For many, science is the antithesis to climate change, given that science is seen as the best hope for reversing the effects of climate change. Therefore, if you can get your brand associated with scientific endeavors, it is a great way to show your commitment to the climate. A good start is simply to sponsor a local high school science fair. This will expose your brand to a large group of people and create a positive association in their minds.
Another great way to advertise your business is to utilize promotional items. However, in many cases, these items are cheaply made and contain materials that are seen as harmful to the environment. Therefore, if you do choose to use promotional items, make sure they are made of quality, recyclable materials that people will be glad to use in their everyday lives. Don’t waste money on an item that people already have at home that will be thrown after only one or two uses.
Ultimately, a commitment to the environment requires consistency from your company. Even if you don’t do well with your branding, your sustained efforts to protect the environment will eventually be noticed by the right people. However, by carefully associating your brand with a positive image as it relates to the environment, you will have much less time to wait before people notice your company’s admirable commitment.