By Terry Corbell
The Biz Coach
Checklist for Branding, Selling Your Biz as Green
Consumers love environmentally sensitive businesses. You might think it’s a slam dunk for businesses to market themselves as green. Well, yes and no. There are precautions to take. They include educating your audience on your eco practices.
Before you embark on a green marketing campaign, here’s a checklist of basic questions to ask:
1. Are you really green? Merely supporting an employee carpool program doesn’t constitute green a green business. There’s certainly more to it. Think accuracy and transparency.
If your green-conscious customers find out you’re giving lip service to being environmentally sensitive, you will be faced with a PR nightmare.
You will be accused of greenwashing – or lying in your marketing messages, such as using too-narrow criteria to define your environmental practices, failure to provide proof, and providing misleading information. For more information, see The Sins of Greenwashing.
2. Do you know what your customers really want? While it would seem to be an automatic assumption, not all customers care whether you’re a green business. Some are more concerned about luxury or size.
Personally, I believe it’s good business to be green. But in your branding, be sure to touch all the concerns of your target audience instead of focusing on just your green value propositions.
3. Do you use benefit statements to explain your feature statements? Sometimes you have to super diligent in making your points; not all consumers will readily understand your messaging.
See to it they get it – your products and services are beneficial to their pocketbooks, families and the earth.
4. Are you a 100 percent green practitioner? Don’t miss any opportunity to use green practices.
Oh, and don’t be mundane, trite or patronizing in your messages. Don’t give it lip service. Be careful how you portray your environmental messaging.
5. Do you spread the message? Green practitioners who profit from being green should carry the environmental message to others. That means being vocal as a green advocate or engaging in environmental cause-related marketing.
Practice these principles and you’ll be on your way.
“I think the environment should be put in the category of our national security. Defense of our resources is just as important as defense abroad. Otherwise what is there to defend?”
Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.