Branding A Sustainable Business

with our industry experts

This month's masterclass is all about branding. A clear and well thought out brand strategy will help you attract and keep your ideal customers. Branding isn't just designing a logo and sticking to a colour scheme, it's in everything you do from your name, logo, website, blog, social media platforms, tone of voice, photography, email signature, the way you answer the phone - even the events you participate in and people who you collaborate with. It's about expressing what you stand for and defining the impression you give your audience.


  • Building A Brand Around You

    with Charlie Bradley Ross
    Summary

    If you don't build a brand that you love, chances are, it won't be sustainable because it simply won't have the longevity it needs. This video, "Building A Brand Around You" is all about understanding your personal values and how they align to your business idea, and how you can start to build a business strategy with a purpose.

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  • Different Types Of Sustainable Business Models

    with Charlie Bradley Ross
    Summary

    This month's masterclass is all about branding. A clear and well thought out brand strategy will help you attract and keep your ideal customers. Branding isn't just designing a logo and sticking to a colour scheme, it's in everything you do from your name, logo, website, blog, social media platforms, tone of voice, photography, email signature, the way you answer the phone - even the events you participate in and people who you collaborate with. It's about expressing what you stand for and defining the impression you give your audience.

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  • What is Branding

    with Barney Bryant
    Summary

    Barney Bryant has been in the design and branding industry for years working with the likes of Tetley, Veet, Quality Street to name but a few. He now channels his genius into his own specialist brand design agency for eco and ethical organisations called Bright Green Brands.

    "After seeing the benefit that (not so ethical) companies like Unilever, Nestle and Tesco gained from strategic design, I felt I had to do something to offer that level of service to organisations that had a little more care and consideration for the environment."

    Barney Bryant -Bright Green Brands

    In his video he takes us through a branding "Mind Map", exploring all of the ways we can incorporate branding into your business. Including the emotions and thoughts it conveys - what people think you’re about and your tone of voice, to the visual reflection of your brand identity and your online presence, to how you talk and write about your company, to the sounds you're using!

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  • Brand Purpose and Customer Journey

    with Andrew Holder-Ross
    Summary

    Andrew Holder-Ross is from boutique management consultancy Circus, He takes us through the importance of defining your purpose and brand strategy. He gives an insight into how Circus manage this for larger brands - from plotting customer journeys to crafting a brand story.

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  • Narrative & Story Telling In Your Brand Strategy

    with Simona Campli
    Summary

    Simona Campli is an innovation coach and helps entrepreneurs to make positive changes in their personal and business lives. In this video, she talks about how to use narrative to create a business and brand - and really dives into effective copywriting and how it can feed back into the branding strategy.

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Homework

Three words

Taking inspiration from Barney, what three words sum up your brand? Brainstorm and gather options from your team or family and friends, don't just pick the first three you come up with. Once decided, these should be represented in everything you do.

Know Your Audience

In order to resonate with your audience, it's absolutely crucial you understand who they are. What do they think of you already? If you haven't launched yet, get as close as you can to them - where do they hang out? What similar shops do they like? Physically sit in the space and absorb everything that's happening around you.

Customer Journey

Write down every single touch point you have with your customer. Look at how you talk to your customer, how your products appear in the packaging. Are your "three words" being represented here? Don't stop there - think about how you can enhance your branding through all of the senses: sight, sound, smell, taste and feel, thoughts and the perceived personality of your brand. Are you thinking about your customers on all of these levels?

Brand Story

Finally, try to write your brand story. As Andrew said, this story is something you might keep for yourself and it will be altered when you share it with your customers, but it is something you can always refer back to when making important decisions. Define why you are doing what you are doing and what makes your business special. Then use Simona's tips for creating a compelling narrative that will truly resonate with your customers!

Additional Information (links)

Business and Brand Strategy

What is Greenwashing?

Building a Sustainable Credible Brand

Critical Steps to Build a Sustainable Brand

Building Sustainable Brand Communication

Are Your Eco Credentials Scaring Away Your Customers

Brand Building Canva

How to Create Your Visual Brand Identity

Building an Online Fashion Brand 34 Things That Really Amazing Fashion Retailers Do


Additional Reading