Who is defining your green brand?
Is your green brand positive or negative?
Every company, no matter the industry has a green brand, even yours. You may not have given it to yourself and may not even know about it but you have one. With constant media attention on green living, green business, etc. there is a green brand for every company. In lieu of one you create, you get the one your customers give you.
Here are your three choices and their outcomes:
- “Green Company” – Good
- “Not a green company” – Bad
- “Don’t know if they are a green company” – Really bad
Fortunately for you, most of your competitors fall into the #2 or #3 categories. You may be there right now but let’s assume that since you’re reading this that will be short-term. So you will have a competitive advantage.
Think of your green brand as a see-saw. You’re either up or down, very rarely right in the middle. So your company exists on a continuum between positive green brand and negative green brand. Luckily as you continue in the positive direction, you gain momentum. It becomes easier to be a green company and your green brand improves.
At a certain point you break through the threshold and become an untouchable company. Think Patagonia-like status. Or Apple. Both companies have their detractors but their customers are fanatically loyal and evangelistic. Their customers also forgive their occasional mistakes because they are connected to the company on a visceral level. Last time I went into Patagonia and the Apple store they were both packed.
So consider 3 things:
- What is your green brand?
- Who is defining it? You? Your customers? Your competitors?
- What are you doing about it?
Let’s talk about you. Is your green brand positive or negative?
Fill out the short fom and let’s take a closer look at your brand.