{"id":3823,"date":"2009-02-02T03:23:09","date_gmt":"2009-02-02T03:23:09","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=3823"},"modified":"2009-02-02T03:23:09","modified_gmt":"2009-02-02T03:23:09","slug":"5-ways-to-position-your-brand-as-eco-friendly","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/5-ways-to-position-your-brand-as-eco-friendly\/","title":{"rendered":"5 Ways to Position Your Brand as Eco-Friendly"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-3826 lazyload\" title=\"eco-friendly-brand-mug\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/02\/eco-friendly-brand-mug.jpg\" alt=\"eco-friendly-brand-mug\" width=\"180\" height=\"240\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/02\/eco-friendly-brand-mug.jpg 180w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/02\/eco-friendly-brand-mug-150x200.jpg 150w\" data-sizes=\"(max-width: 180px) 100vw, 180px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 180px; --smush-placeholder-aspect-ratio: 180\/240;\" \/>By positioning your brand as eco-friendly, you&#8217;re accomplishing two goals.\u00a0 First, you&#8217;re getting on board with a popular trend, and second, you&#8217;re helping to save the planet.\u00a0 That&#8217;s a good combination!\u00a0 But what steps can a company take to position a brand as being green?\u00a0 Take a look at the suggestions below to get started.\u00a0 It&#8217;s easier than you might think to be able to tell consumers your brand is green.<\/p>\n<p><strong>1. Your Company has to be Green Internally First<\/strong><\/p>\n<p>The first step to repositioning your brand as eco-friendly is to make changes inside.\u00a0 Your customers aren&#8217;t going to believe messages claiming your brand is green if your employees don&#8217;t even recycle.\u00a0 Instead, make sure that your employees are with you in your efforts.\u00a0<\/p>\n<ul>\n<li>Encourage recycling.<\/li>\n<li>Use recycled products.<\/li>\n<li>Encourage telecommuting.<\/li>\n<li>Reduce travel by using more video conferencing and webinars.<\/li>\n<li>Choose to work with suppliers, distributors, and business partners who are eco-friendly.<\/li>\n<li>Initiate internal programs to encourage and reward eco-friendly living.<\/li>\n<li>Appoint employee advocates to lead the effort.<\/li>\n<li>Pursue ways to reduce electricity consumption in your office.<\/li>\n<li>And so on.<!--more--><\/li>\n<\/ul>\n<p><strong>2. Make Your Marketing Eco-Friendly<\/strong><\/p>\n<p>Your marketing materials are one of the first ways consumers will see your green messages.\u00a0 Make sure those materials eco-friendly.<\/p>\n<ul>\n<li>Print marketing materials on recycled paper and materials.<\/li>\n<li>Use eco-friendly trade show booth materials, giveaways, etc.<\/li>\n<li>Choose eco-friendly promotional items that further the green message.<\/li>\n<li>Reduce direct mail and use email instead.<\/li>\n<li>Create marketing promotions that reward green living or are tied to green events, organizations, charities, etc.<\/li>\n<\/ul>\n<p><strong>3. Get Involved Externally<\/strong><\/p>\n<p>In order to position your brand as eco-friendly, it&#8217;s important to participate in community out-reach.\u00a0 Volunteer at local eco-friendly events.\u00a0 Encourage employees to participate in events (even during work time).\u00a0 Donate to environmental charities or sponsor events.\u00a0 Attend trade shows, conferences, and so on.\u00a0<\/p>\n<p><strong>4. Be a Leader<\/strong><\/p>\n<p>Once your brand is actually living its eco-friendly promise, you can position it as a leader in the green movement.\u00a0 Rather than just participating in the events listed in #3, lead them through executive appearances and speeches at eco-friendly conferences, trade shows, and so on.\u00a0 Have your brand managers participate in panel discussions, interviews, and more.\u00a0 Host eco-friendly speakers, training sessions, educational seminars, etc.\u00a0 The key is for your brand representatives to not just be joiners but experts in eco-friendly business based on actual experience.\u00a0 Eventually, your brand will gain a reputation as being green and become the benchmark for other brands to emulate.<\/p>\n<p><strong>5. Create a Competitive Advantage<\/strong><\/p>\n<p>Once you&#8217;ve successfully positioned your brand as green from the inside out, it&#8217;s time to take that eco-friendly message to consumers.\u00a0 Craft marketing messages that point to your brand&#8217;s position as a leader in the green movement.\u00a0 The messages will resonate with a wide variety of consumers from all over the world who equate eco-friendly with integrity, morality, responsibility and trust.\u00a0 It&#8217;s just one more way you can build a connection with consumers while differentiating your brand from the competition.\u00a0 And it&#8217;s also the right thing to do.<\/p>\n<p>Image: <a href=\"http:\/\/flickr.com\/photos\/schnappi\/2188744005\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By positioning your brand as eco-friendly, you&#8217;re accomplishing two goals.\u00a0 First, you&#8217;re getting on board with a popular trend, and second, you&#8217;re helping to save the planet.\u00a0 That&#8217;s a good combination!\u00a0 But what steps can a company take to position a brand as being green?\u00a0 Take a look at the suggestions below to get started.\u00a0 [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,95],"tags":[110,1217,1221,1219,1218,1220,1222],"class_list":{"0":"post-3823","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"category-brand","8":"tag-corporate-branding","9":"tag-eco-friendly-brand","10":"tag-eco-friendly-marketing","11":"tag-environmentally-friendly-brand","12":"tag-green-brand","13":"tag-green-company","14":"tag-green-marketing","15":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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