Many of the world's more powerful brands are eager to align with social and environmental values, and business leaders and marketers face new challenges: how to differentiate their businesses? How to make the company's products and services stand out in the fierce competition of increasing awareness of sustainability?
In today's market, sustainability requires re-creation in the art of brand building at any time than ever – just as brand building needs to be integrated into a sustainable science re-creation. In the past, brand building was to create branding for products: trademarks and slogans. But as a champion of the new model of brand building, we should pass on practical, social and tribal values, and provide consumers with a truly credible and meaningful experience that allows people to learn and grow together.
So, what is the face of a sustainable brand? Here are five key principles that are intended to show why sustainable value-driven branding can enhance a company's sustainability projects, create opportunities for companies and achieve “triple valueâ€.
Integration: Brand Commitment and Cashing
Just as the development of technology has brought transparency to a new level, consumers are becoming more and more intelligent. They are aiming at other things besides the advertisements published by enterprises. They will consciously and actively seek information from enterprises. Share. With increasing expectations and visual awareness, people are more concerned with "what did you say" but "what did you do?"
For us, the brand is like a person, demonstrating the full strategic integration of sustainability and brand building. Every decision in the product or service lifecycle—from design to development to execution—is now about branding decisions.
A successful brand building means that continuous strategy and brand strategy are connected in series rather than independent. External consumers are committed to matching internal corporate operations. Moreover, sustainability provides a platform for companies to improve their operations, innovate in the product sector, and to increase the sales of silver dollars in every market.
Co-owning brands: creating value through project stakeholders
Businesses are no longer the sole owners of their brands. The corporate brand is shared with a group of stakeholders who test, challenge and identify the brand's commitments. In fact, according to data released by Nielsen BuzzMetrics, a US consumer content research company, consumers search for more than 20 world brands on Google, and 25% of the search content shows the strength of the brand and the satisfaction they bring to consumers. Degree related.
From consumers to employees, from suppliers to NGOs, from investors to government agencies, sustainable brands are inseparable from a variety of project stakeholders who are not passive recipients of corporate decision-making, but as active Partners, advisers and consultants. In the new brand building, various project stakeholders are not a threat to improve the situation, but as a useful resource, they can use their opinions and insights to produce a peer-to-peer impact.
Successful sustainable branding means creating opportunities for stakeholders to help them embody, realize and share the benefits of products and services based on a seamless integration of business and sustainability strategies. result.
“Triple Value Propositionâ€: Achieving practical, social and tribal values
Consumers are more likely to link purchase behavior to social value than ever before. The BBMG Conscious Consumer Report (BBMGConsciousConsumerReport) pointed out that more than one-third of Americans referred to the term “conscious consumer†as “descriptively good†and nearly nine out of ten "Describe well."
Consumers are rewarding companies that contribute to humanity and the planet, such as companies making green products, promoting consumer health and safety benefits, delivering an equal view of labor, and conducting trade practices as regional business organizations and suppliers. provide support.
According to market research data, 35% of consumers will not buy their products because of the improper operation of the company in the previous year – and in some more open consumers, this figure has risen to 62%. In short, consumers are eager to get more brand value with a sense of holistic consideration, and they are punishing companies that ignore consumer value.
A sustainable brand can achieve what we call a “triple value proposition†(TM) that seamlessly integrates the various benefits of actual operations (price, execution, convenience), social benefits (for the environment and society) The positive impact) and tribal interests (belonging to a large group of organizations sharing the same concept), the three are integrated into a consistent brand information, corporate image and customer experience.
Successful sustainable brand building means a combination of product display, social commitment and personal interests. Using the “triple value proposition†means that consumers no longer need to look for sustainable performance in corporate social responsibility reports. Sustainability is reflected in every product, every service, and the interaction of the company's actions and macro meanings.
Inside-Out: Sharing a true and trusted brand story
Ironically, the immature market has become a major threat to the success and scale of corporate sustainable practices. The prevalent (and often unsustainable) immature claims have created a chaotic market environment that tarnishes the green environment.
It is used to guide consumers and provide them with information on consumer decision-making. Now, this kind of information has brought about a chaotic situation that is difficult to distinguish between authenticity and falsehood, which has caused insufficient consumer confidence. Consumers attempt to identify the authenticity of information provided by companies, industry associations, non-profit organizations, and public opinion oversight agencies. In fact, research shows that there is a huge gap between high familiarity and low preference in many important documents.
This reality means that the company's branding must be integrated with a sustainable strategy, in a way that links consumer-facing brand stories to a truly trustworthy corporate context. This means a sustainability value and the recovery of practices in the enterprise, and various project stakeholders provide the corporate experience, expert advice and well-documented information behind the brand promise.
In short, this is not just about how to disseminate the right marketing information, but to clarify the facts of the company that have credibility and emotional resonance; it is to establish an honest and transparent relationship, to make the brand visual and to extend the brand. Influence.
Growing together: putting a complete self into the market
Traditional brand building has been committed to how to enable companies to achieve differentiated breakouts in the fierce market competition. Traditional brand builders have clarified the newer and stronger side of the business, relying on advertising to attract consumers and capture them. This approach exposes the company's shortcomings—hoping to spread a new way of life and then accept it as a juggler.
In fact, human beings are an extremely complex complex. People have deeper desires, extraordinary needs, and higher pursuits than what traditional brands can give.
Sustainable brand cultivation can empower people and tap the unlimited potential of people. Sustainability brands deliver ideas, bring experiences, and create opportunities to express things that are important to us; recognize and respect the nuances of each individual journey and collective journey; understand people, will be complete Self-investment in the market.
In short, sustainable brands do not end with their own pursuits, but create a platform to meet the needs of consumers in all aspects, to make everything around them change, to achieve a more real self and a better society.
Once the approach is correct, sustainable brand building will trigger a revolution. In this revolution, corporate identity no longer passes new products or improved products, that is, "What", but relies on people's mutual relationship, common values ​​and common sense purposes, that is, "how? (How)".
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