Checklist for Branding, Marketing 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.

ID-10066102Think 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.

For instance, don’t use too-narrow criteria to define your environmental practices, fail to provide proof, and don’t provide 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.

If your green-conscious customers find out you’re giving lip service to being environmentally sensitive, you will be faced with a PR nightmare.

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.

From the Coach’s Corner, here are more marketing strategies:

Create Buzz to Win Your Major Marketing Campaign — There are many reasons for marketing failure of a campaign. Here are 14 of the more important reasons, plus what you must do to win.

Why B2B Marketers Like Content Marketing – Study — B2B marketers ostensibly get a satisfying return on content marketing because that’s the preferred choice for 82 percent of respondents in a survey.

10 Strategies to Shine and Make Ad Designing a Breeze -Designing simple banner ads without strategic planning no longer suffices. The click rates have declined significantly, especially in B2B. To shine in the clutter of Internet advertising, there are at least 10 tips to keep in mind. That’s true in your mobile or Web site strategies.

You Risk Sales If You Don’t Use This Mobile-Web Strategy — You know, of course, strong brand perceptions and emotional engagement drive sales. You also know your mobile-site strategy should be a priority, as a  result of the skyrocketing popularity of mobile devices. But here’s a question: Is your mobile site actually hindering brand perception and emotional engagement?

11 Tips for the Best Business Mobile Web Site — If you operate a retail business, it’s increasingly important for your Web site to be easy-to-use for mobile users. The use of smartphones and tablets is skyrocketing, especially among Millennials — young adults aged 32 and under. Studies also show the majority of mobile aficionados use their devices to access the Internet.

“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?

-Robert Redford


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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.





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Seattle business consultant Terry Corbell provides high-performance management services and strategies.