Ethical Branding

What is it and Why is it important?

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Ethical Branding

What is it and Why is it important?

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« An ethical branding strategy will help to contribute positively to society as well as the business it represents. »

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What is E-Branding?

Consumers are asking fundamental questions about how well capitalism is serving society. Businesses and contemporary leaders are now more obliged than ever to look after our planet, our people and how we live. Contrary to what many may think, this can and should be achievable whilst also making money along the way – this in itself is a critical aspect of being able to sustain this ‘new cycle’ business model approach.

A brand itself is neither good nor bad. However, the values, strategies and actions of the organization behind it can influence the reality and the perception of the brand as being ethical or unethical.
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There are 2 main pillars to building true ethical brands

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1 – Consciously born brands -Brands which incorporate ethical and sustainable business strategies at birth, by nature, have e-branding as part of their initial brand conception. Getting the right balance in the creation of the brand is key to being a true conscious brand and provides a solid foundation for success. To strive and survive sustainability needs to be built from within with a behavioural mindset.

True ethical brands should have the word “ethics” in their DNA and their entire strategy built towards providing long-term sustainability to their business, the society and the planet.
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2 – Ethical brand communication strategy -Purpose driven and transparent brand communications that drive action and advocacy for change. An e-brand communication strategy must be able to communicate a business‘ sustainable vision and impact-driven purpose with integrity and leadership, whilst driving the required external action.

Transformational change can’t happen alone. It requires consumers to change behaviour and take responsibility for their actions. E-brands have the ability to inspire through innovative campaigns that change consumer behaviour and lead to real postive impact.
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Why is E-Branding important?

For me, for your clients and for your business

I believe branding is perhaps one of the most strategic components of a marketing strategy and that’s why I find it so important. And because it is such a powerful tool for growing a business or an organization – it also needs to be used in a very careful way.

First and foremost because it is the right way to go about it, we have all let advertising, brands and comms impact in infinitely negative ways in our societies and on ourselves for far too long. Finally, this has come to an end. Personally, I have now recovered my passion for my profession by helping companies do well by doing good.

Also, because consumers, (like me and you) have had enough of being taken for a ride (only 33% of us think brands make realistic claims). Thankfully ethical / transparent brands have not only adapted to survive but have also recognized that striving to change the world goes beyond profit alone.

Ethical branding is an imperative and an opportunity.
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What does a true purpose-driven &transparent communications strategy include?

Some aspects include:

Effectiveness with respect.

Informing customers rather than convincing them.

Creating a transparent brand that not only says what it is but behaves accordingly.

Mission, not intromission.

Authenticity and transparency.

Real facts and does not create false ideas or expectations.

Inspirational role models that are in line with positive causes (kindness, caring, tolerance, inclusion).

Avoiding strategies promoting overconsumption.

Zero tolerance for any action that as a possible consequence can impact negatively on self-esteem – especially for children and the more vulnerable consumers.

Responsible treatment of data (how it is held and used).

And more…
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If you would like to learn more about this please drop me a line
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Ethical Branding – A manifesto for change

What is ethical branding and why should we care?

This book is about the need for true ethical brands built from within, and connecting with consumers in the right way. Work in progress. Stay tuned…
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In progress… Click here to be notified when available for sale!
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Ethical Branding – A manifesto for change

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