Is sustainability bad for your brand?
Transparency, Sustainability, Circular economy. Oh My!! Before you start shoving these buzz words into your brand intro, make sure they align with the brand story or it might end up hurting your brand's image instead of enhancing it.
Here are few questions you want to ask yourself before jumping on the eco-train.
WHAT MAKES YOUR BRAND SPECIAL?
'The designs are bad-ass!' 'It’s the best version amongst similar products.' 'The cause it contributes to'. These are all relevant reasons & should be the focus when enhancing your brand story with your sustainable effort. The key is consistency.
WHAT DO CUSTOMERS LOVE ABOUT YOUR BRAND?
Cuz of the style, the fit, the cause! What your customers love about your brand might not be the same as your brand value. Your sustainable effort could address these attributes, stating how your effort enhances what they attracted to your brand in the first place.
ARE YOU USING THESE BUZZ WORDS JUST TO FIT IN OR ARE YOU BUILDING THEM INTO THE BRAND VALUE?
This is like the MOST fu*kin' important question!!! :D
Being sustainable is an action, it’s basically making your business more efficient. Know where your materials are from, reduce waste, combine resources. These are all great business practices that can cut down cost or increase profit margin. And then...
TELL. YOUR. STORY.
Say your customer like the feel of your garments, tell them the new eco-friendly fabric is going to make your collection feel even softer. Focus on the positives, on what makes you or your customers happy and what makes your brand #ecoaf
Bunny's tip: Not putting buzz words into your brand intro doesn't mean you can't BE eco-conscience as a brand nor are you any less eco then other brands. Share the story behind your eco-choices when it's applicable, that's a much stronger tactic.
To dig deeper into developing your brand story, take a read of the following articles & you are always welcome to DM me. :)
Storytelling is a buzzworthy term these days. Although its overuse might make you think it’s nebulous, or even obsolete, term, it’s actually a powerful tool for retailers.
Every retailer has a story to tell, whether it’s how they were founded, why they ...