eco-friendly branding

#GuruChats Highlights – Is Eco-Friendly Branding For You?

Yesterday’s #GuruChats was “supercalifragilisticexpialidocious” i.e. wonderful! Our loyal buddies James Bowen and Jade Alberts yet again brought amazing insights and tips to the table, Adobe Spark hit the right notes with beautiful and bright yellow visuals, Sue Jenkins and Mark Longbottom made us all wonder about things, and Brain Blender popped in to add more flavors to the discussion. So our chat on “Is eco-friendly branding for you?” was infused with education and interaction. In case you missed it, here are the highlights to savor.

Our Guests Of The Day

@AdobeSpark

@LuckychairNews

@Jade_A_Consult

@marklongbottom_

@jamesBowen2015

@BrainBlenderTec

The inspiration for this #GuruChats came from the Eco-branding project by creative director Sylvain Boyer at Interbrand, Paris. While eco-friendliness was always a part of business strategy, his series of logo designs consuming less ink gives brands a new idea to embrace the go green movement. This “could change the way we design brands in the future and make the world more sustainable” says Boyer on Behance. So it struck to us, why not rekindle the topic in the light of brands and branding.

Let’s dive in.

Eco-Friendly Branding Defined

Hope you realize what we’re making of our lovely planet by wasting energy, producing pollution and simply acting like we don’t care. While some businesses belonging to different niches have embraced the practice, there are many that a) don’t know what eco-branding is, and b) know the definition yet ignore it for personal gain. So eco-friendliness in branding refers to simply using clean energy technology to create a visual identity, packaging and other marketing designs.

Eco-Branding Pros And Cons

Obviously nothing in this world is free of cost even the so-they-say good things. Everything follows the Yin and Yang principle, even eco-friendly branding. The most prominent challenges and opportunities eco-brands face include:

Challenges

  • The cost and availability of sustainable resources
  • Lack of understanding of the subject within markets
  • Difficulties revolving how to innovate your go green message

Opportunities

  • Serves as a unique selling proposition for eco-brands
  • Sets a strong corporate social responsibility image
  • Monetizing on consumer ethics and industry regulations

Erasing Carbon Footprints via Branding

First of all, it is essential to a) define and b) find your carbon footprints before Sherlock Holmes sends you to the authorities. Simply put it’s the amount of carbon dioxide released into air as a result of a brand’s activities.

Once you know you’re hurting the atmosphere and even if it’s difficult to track how much, it’s better to improve your ways and help the environment. Here are a few ways to successfully wipe away your carbon footprints.

  • Use biodegradable materials to print your branding stationery
  • Use environmentally safe resources to package physical products
  • Use less energy and ink to print logos for mass production

Convince And Convert Customers With Eco-Branding

Brands don’t do eco-friendly branding simply to help nature survive; but the bigger agenda is to sound and look like an ‘angel’ in front of others. Nevertheless, you can’t fool your customers by pretending. You need to spread awareness about eco-branding, create valuable experiences to invite visitors to become leads and eventually customers, and make sustainable products.

Step 1 You need to sound responsible either with serious tones or humorous, whichever works with your target audience.

Step 2 Portray yourself through branding and marketing as a brand that cares for the environment. You can do this by using ecological visuals, symbols and materials.

Step 3 Don’t simply say or look like you care, incorporate the vision into your business strategy and product development.

Brand Efficacy Or Product Sustainability

This is a dilemma eco-friendly brands face – what to put first. It’s important to make sure you don’t look pretentious or full-of-yourself. In the #GuruChats we had people saying brand should be put first and also those who said a product should come first.

On the other hand

And the third rather neutral viewpoint is that both are equally important. You can check it out in the slide deck below how Adobe Spark explained this. What are your views on this?

Digitalization In Eco-Friendly Branding

It will be fun to watch what effects new digital technologies like artificial intelligence, augmented reality and virtual reality have on eco-branding. Till then you can benefit from using the tons of different online tools to create images that resonate your environmentally-friendly approach. It is also a good idea to balance your online and offline branding so you can successfully achieve your goals.

Millennials And Eco-Friendly Branding

We must realize that we cannot bunch millennials into one category and say they all want the same thing. One thing, I’ve learned in life is never to generalize. Although studies show the keenness millennials show towards sustainable brands…

You also have to take note of generation y individuals that won’t necessarily buy specifically from eco-brands but will surely have opinions about it.

Should You Go Green?

That’s the million dollar question, we’ve done this #GuruChats for. Well, if you say no then you’re like Megamind and if you say yes you’re Metro Man – so it’s like a see-saw and the other options can be to balance. However, I do wonder how you will be the good and the bad guy simultaneously. Do you know any cool tricks?

There’s still a lot more to learn. See the tweets in the slides to know the reasons why businesses hesitate to cuddle this approach, the effects of eco-friendly branding on customer experience and a lot more.

For updates, follow us on @guruchats and @logodesignguru

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A visual design blogger passionate about interactive, experiential and captivating techniques designers, marketers and brands use to accentuate messages, tell stories, and spread awareness. I’m a visual addict like Alice, who finds books (or anything) without pictures boring! My writings focus on graphic and web design, branding, and visual marketing. My hobbies are to write poems, draw zentangles, read mysteries, and watch YouTube videos.

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