As an experienced brand strategist at a forward-thinking creative studio, our team is often asked about sustainable branding and how it can be implemented.
The first thing that often comes to mind when thinking about sustainable branding is an environmentally-focused marketing campaign that prioritises eco-friendly practices.
While this certainly plays a part, it’s not the whole picture.
Sustainable branding goes beyond just promoting eco-friendly products or services. It involves creating a brand that is environmentally responsible, socially conscious, and economically viable.
But also, when we look at the word ‘sustainable’ in a different context, it can relate to a brand that lasts the test of time.
I spoke about this to Inc Studio’s branding experts and we came together to create a comprehensive guide on sustainable branding: what it is, why it matters, and how to implement it in your own brand strategy. Let’s get into it.
What Does “Sustainable Brand” Mean?
A sustainable brand can be described in two ways – environmentally sustainable or evergreen brand ID. Let’s explore each in detail.
Environmentally Sustainable
Otherwise known as green branding, an environmentally sustainable brand has a minimal negative impact on the environment. This type of branding prioritises eco-friendly practices in all aspects of their business, from sourcing materials to packaging and distribution.
The obvious brands that come to mind when thinking about eco-friendly brands include the likes of Patagonia. These green companies have built their brand around a strong commitment to environmental sustainability and have been able to differentiate themselves from their competitors by doing so.
This kind of branding is probably what first comes to mind when you think of the term “sustainable brand”, right?
But environmentally sustainable branding goes deeper than just implementing green practices, as often social, economic and cultural factors are also considered.
A socially conscious brand goes beyond just environmental concerns and also considers the well-being and working conditions of its employees, the communities it operates in, and its impact on society as a whole.
Economically sustainable brands take into account the long-term financial viability of their business, as well as the economic impact on their stakeholders.
Cultural sustainability is also an important aspect to consider, as it involves preserving cultural traditions and practices within a company’s operations.
By considering all of these factors, environmentally sustainable brands aim to create a positive impact on the environment and society while still maintaining a profitable business.
Evergreen Brand ID
An evergreen brand identity might not be the first thing you think of when you think of a sustainable brand. But let me ask you this: What does sustainability mean?
It means to maintain something at a certain level or rate, without depleting its resources or causing harm.
In terms of branding, an evergreen brand identity means creating a strong and lasting brand that can adapt to changing trends and market conditions without losing its core values.
This type of sustainable branding involves building a brand that is timeless, authentic, and consistent. It focuses on creating a strong emotional connection with consumers, as this can lead to long-term brand loyalty and sustainability.
Some examples of evergreen brands include Coca-Cola, Nike, and Apple. These companies have been able to stay relevant and maintain their strong brand identity despite the constantly changing market trends.
Meanwhile, a brand that is not evergreen will have to undergo frequent rebranding to keep up with the latest trends, which can be costly and not always successful.
Why is Sustainable Branding Important?
Now that we have a clear understanding of what sustainable branding means, let’s dive into why it matters and the crucial role it plays for businesses in today’s market:
Differentiation
An environmentally conscious brand can clearly stand out from competitors by demonstrating a genuine commitment to environmental and social responsibilities.
By placing the planet before the profit margin, businesses can build trust and brand loyalty with consumers.
On the other hand, having a consistent and evergreen brand identity can build recognition and differentiate your company in a crowded market.
Attracting Customers
With modern consumers increasingly prioritising brands that reflect their values, positioning yourself as a brand that adopts sustainable practices, you can effectively resonate with these conscious shoppers, making them a core part of your target audience.
Moreover, an evergreen brand identity can also attract customers who value consistency and authenticity in a brand.
Cost Savings
Sustainable initiatives can lead to significant cost savings over time. For example, transitioning to renewable energy sources or utilising recycled materials can help reduce expenses related to energy consumption and raw materials.
Additionally, the cost of rebranding (which we’ll explore later on) can be significant if done frequently but can be avoided with an evergreen brand identity.
Long-Term Viability
Embracing a holistic approach to sustainability encompassing environmental, social, economic, and cultural factors ensures the long-term viability of a business.
By making a positive impact on the world, you not only enhance your brand’s reputation but also secure its future in an ever-evolving marketplace.
What are the Characteristics of a Sustainable Brand?
A sustainably evergreen brand is often characterised by its timeless, consistent and authentic brand messaging.
Typically, it’s unique to itself and doesn’t try to emulate or follow current trends. It also focuses on creating a strong emotional connection with its audience, building trust and brand loyalty.
For these reasons, an evergreen brand is harder to define – as annoying as that is for burgeoning brand strategists.
On the other hand, an environmentally sustainable brand is easier to identify as it usually involves specific actions and initiatives related to social, economic, and environmental sustainability.
The eight common characteristics of an environmentally sustainable brand include:
- Commitment to Environmental Stewardship: Sustainable brands actively engage in practices that reduce their ecological footprint, such as using renewable resources, minimising waste, and promoting biodiversity.
- Social Responsibility: These brands prioritise ethical treatment of employees, fair labour practices, and community engagement, ensuring that their operations contribute positively to society.
- Transparency: A hallmark of green branding is openness about sourcing, production processes, and overall business practices, allowing consumers to make informed choices.
- Long-term Vision: Environmentally conscious brands focus on strategies that ensure lasting success without compromising future resources, balancing short-term gains with long-term objectives.
- Authenticity: Genuine sustainability resonates with consumers. An ethical brand’s values and messaging must align closely with its actions to build trust and loyalty.
- Adaptability: The best eco-friendly brands are capable of evolving with market trends and consumer needs while maintaining their core principles, ensuring they remain relevant.
- Stakeholder Engagement: Sustainable brands actively collaborate with stakeholders – including customers, employees, suppliers, and communities – to create shared value and drive positive change.
- Cultural Sensitivity: Respecting and incorporating local cultural practices and values into business operations strengthens community ties and enhances brand relevance.
Is Environmental Branding the Same as ESG?
Environmental, Social, and Governance (ESG) is a framework used by investors to evaluate the sustainability and ethical impact of a company’s operations.
While environmental branding focuses primarily on green practices related to the environment, ESG evaluates a broader range of factors including social responsibility and corporate governance.
However, both concepts are interconnected, and companies that prioritise environmental branding often score well in ESG evaluations.
What are the Benefits of Sustainable Branding?
Committing to a green branding strategy has numerous benefits for businesses, from an improved reputation to an organic increase in leads and sales.
By integrating sustainability into core business practices, companies demonstrate to their customers that they care about the natural world – which can say a lot to a consumer, especially in a crowded market.
In turn, this increases customer loyalty, improves market share and can even attract new investors.
It’s a forward-thinking attitude that positions your business as a leader in the industry, paving the way for future growth and success.
Plus, if you take a holistic look at the phrase and attempt to transform your brand into an evergreen brand that lasts, the long-term impact on your bottom line can be substantial.
How Do You Create a Sustainable Brand Identity?
Creating a brand that lasts the test of time isn’t easy.
Without an in-depth understanding of your business, the industry, wider marketing trends and the ever-changing consumer, building a sustainable brand identity is a significant challenge.
But it’s not impossible.
We always think of the big players like Apple and Coca-Cola when it comes to an evergreen brand – and for good reason.
But that’s not to say smaller businesses (compared to those giants) can’t develop a long-lasting branding strategy that works.
Here are some steps to creating a sustainable brand identity that resonates with consumers and drives long-term success:
1. Define Your Brand’s Purpose and Values
If you don’t understand what your company is all about, how can you expect your target audience to?
A confused brand identity equals a confused customer base. Be clear on your mission, vision, and values and use these as the foundation for your sustainable branding strategy.
Start by asking yourself these questions to define your brand’s purpose and values:
- What services or products do you offer?
- What drives your business decisions?
- What values do you want your brand to embody?
- What impact do you want to have on the world?
- How do you want to be perceived?
2. Conduct Market Research & Understand Your Industry
You’d be surprised how many businesses skip this step and jump into a branding exercise based on assumptions.
Before you can create a lasting brand identity, you need to build a comprehensive understanding of your target market, industry and competitors.
Market research can help you identify gaps in the market, consumer needs and wants, as well as potential competitors. This information can guide your messaging, branding elements and strategic decisions.
3. Find the “Why”
Now you understand the wider industry you’re in, it’s time to focus on the most important part of building an evergreen brand ID – finding the “why”.
Why do your customers care? Why should they choose your brand over others?
This step is all about understanding your unique selling proposition (USP). What sets you apart from the competition? What makes you different and why does it matter to your target audience?
Finding your “why” will help to create messaging that resonates with consumers and build a strong emotional connection with your brand.
4. Create a Consistent Visual Identity
Using the “why” as the foundation, the next step is to start crafting a visual brand identity for your brand. This includes elements such as logos, colour schemes, fonts, and imagery.
Your visual identity should align with your brand’s purpose and values and be consistent across all branding materials, from your website to packaging and social media.
But a brand extends far beyond your logo. Think tone of voice, messaging, brand colours, imagery and more.
Consistency is key when it comes to branding. Use your visual elements consistently across all platforms including your website, social media, packaging and marketing materials. This creates a strong and recognisable brand presence.
5. Continuously Evaluate and Adapt Your Brand Strategy
Branding isn’t a one-time and you’re done process. To create a truly sustainable brand, you must be willing to continuously evaluate and adapt your strategy.
Market trends, consumer attitudes and societal issues are constantly evolving, so it’s essential to stay on top of these changes and adjust your branding accordingly.
That’s not to say you need a rebrand every quarter, but regular check-ins to ensure your brand is still aligned with your purpose and resonate with your target audience are crucial.
Even the biggest companies make minor tweaks to their branding strategies to stay relevant and connected with their audience, often without the general consumer noticing.
By regularly seeking feedback from stakeholders, such as customers, employees and community members, you can help identify areas for improvement in your sustainability efforts and overall brand identity.
Innovative tools like Artificial Intelligence could help streamline brand research and development processes, helping to keep this process speedy and efficient.
How Costly is a Rebrand?
The cost of a rebrand depends on a range of factors, such as the size of your business, the complexity of your brand identity and the extent of changes needed.
The cost will vary depending on the studio you approach to help with your rebrand, as well as the scope of work involved.
A general rule of thumb is to say a rebrand will cost between 10 and 20% of your marketing budget – but that can also depend on how much you’re committing to marketing each year!
The good news is rebranding doesn’t have to happen overnight. You can phase in changes gradually or focus on updating key elements first, such as your logo and website.
It’s important to carefully consider the cost and potential impact of a rebrand before diving in – especially if you’re a smaller business with limited resources.
However, if you commit to a fleeting trend or a short-term strategy, it could end up costing you more in the long run as you’ll have to rebrand again when that trend dies out.
Wrapping Things Up
In conclusion, developing a sustainable brand identity is a meticulous but rewarding journey that requires a deep understanding of your business, your audience, and the market landscape.
By clearly defining your brand’s purpose and values, investing time in market research, identifying your unique selling proposition, maintaining a consistent visual identity, and committing to continuous evaluation, you can establish a brand that resonates deeply with consumers and stands the test of time.
While the financial implications of rebranding can be significant, the long-term benefits of a strong and adaptable brand strategy far outweigh the initial costs.
To discover more about how you can transform your brand identity, get in touch with the Inc Studio team.