The Sustainability Marketing and Branding Checklist
In the last years or so, sustainability has been the buzzword, whether it is in creating business plans or in maintaining marketing approaches. Sustainability is actually important if the business wants to deliver exceptional products and services and maintain a loyal customer base.
Sustainable marketing in its simplest term refers to creating businesses that will continue to prosper to the future by adopting practices that will generate better companies, better relationships, and a better world. This includes providing relevant information and product/service that will help influence and sustain customer patronage. Because we live in a world where Twitter, Facebook, and instant messaging makes yesterday’s news seems a decade old, it’s integral for businesses to continue to find ways to sustain the growth and success of their business.
Many companies are now addressing the sustainability issues of their business. Some are tying up with global organizations in addressing the most pressing problems of the environment in the hope of getting their brand known globally. For instance, Coca-Cola sealed a three-year commitment with World Wildlife Fund (WWF) to protect British rivers.
However, small businesses that don’t have big budgets don’t have the capacity to reach global profile. Often, they only collaborate with local partners on local community events in the hope of sustaining their brand image and encouraging loyal patrons. Other businesses stick with the old-school strategies such as custom bookmark printing and sticker printing to help them attain brand awareness. So what can these small businesses do to meet the sustainability that their customers expect from them? Here’s a sustainability checklist businesses can use:
1. Adapt new ways of working with customers and partners. Ignorance should not be used as an excuse. New products or services can be created to create new solutions that will provide consumers with more attainable solutions to their problems.
2. Practice sustainability all across the business. Everyone including the employees and partners should follow the sustainability strategy adapted by the company. Create the drive to compel employees and partners to work together towards a common goal. Manage the organization well so everyone knows what to do and where to go.
3. Reassess the communication channels. Think how the partnership with other businesses and organizations or the use of stickers, notepads, and bookmark templates can engage customers. Demonstrate how the business can deliver a unique value proposition and competitive advantage.
4. Set realistic goals. Don’t focus on marketing schemes that will never deliver results. Focus more on areas where goals are measurable such as creating long-term partnerships with businesses that share the same goals.
5. Influence customers to use the products or services responsibly. This requires creating guidelines and incentives that will encourage them to use the products/services more often.
6. Promote consistency. It’s important to promote sustainable marketing consistently including advertising, online communications, and many others. The sustainability image should be consistent with the social and environmental image of the company.
Companies must be honest with their communications in order to generate sustainability. Don’t make bold claims without the subsequent action. This will seriously backfire on the company and affect the image of the business. Aim for a positive perception so the company can increase the likelihood of loyalty among customers. Sustainability marketing is thus important. Work on it to build the strong brand of the company.
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