CREATING SUSTAINABLE BRAND IMPACT
By focusing on sustainable brand impact, they shape positive perceptions and pave the way for marketers to support continuous growth. Brand sustainability means the ability to thrive now without sacrificing future growth opportunities. It’s a holistic strategy focused on long-term excellence, not just quick wins or short-lived sales boosts.
It is a new paradigm that infuses the element of business responsibility in the brand strategy and gives an opportunity to differentiate it from the clutter of me-too brands. While sales growth and market share are important performance indicators of a brand’s performance, it is also important how the Company achieves them.
When a brand creates a sustainable impact, it results in augmenting the benefits to the customers. It brings ethics and value-based decisions to the forefront, strengthening communication with key stakeholders, especially customers. The approach also includes aspirational aspects—validating cultural values, promising safety and compliance, and offering a positive sense of identity to those who choose the brand.
A sustainable thinking approach aimed at creating a positive and lasting impact helps the company address key material issues faced by the brand and identify the risks and opportunities. Even if the triple bottom line (economic, environmental, social) seems irrelevant to some, addressing these dimensions can create a powerful impact on customers’ minds.
In the end, what a brand gives out is what it receives in return. When brands offer customers greater value through sustainability, it comes back as increased business value. At the same time, it results in positive brand identity and brand loyalty. Today’s customers are more aware than ever about ethics, social responsibility, and the environmental and health impacts of their choices. Therefore, when a brand creates a sustainable connection, loyal customers act as ambassadors, helping shape and strengthen its identity.
This process fosters an ongoing cycle of transparency and sustainable growth. A Company or brand cannot think of it growing alone at the cost of the environment or customers or community at large. The more the brand safeguards the interests of stakeholders, the environment, and the community, and takes risk mitigation measures sincerely, more is the more positive impact it creates in terms of the growth of the category and industry apart from achieving its own growth.
Rising consciousness about climate issues, development goals, and social care has changed customers’ values significantly. In the long term, customers are willing to pay an extra brand premium for the brand that augurs well with their values and belief. Thus, shifting brand strategy towards sustainability helps avoid compliance issues and positions the brand favorably in a world moving towards sustainability.
This method becomes even more crucial when brands require natural resources for growth or adopt meaningful causes that make a significant difference. Given the uniqueness of each brand’s strategy, opportunity, and proposition, strategists should actively pursue inclusive growth and socio-economic value. When sustainable thinking is infused into the brand strategy, it confirms wider acceptance among the target audience.
At Brandure, we believe every communication asset—be it the brand name, logo, website, emailer, ESG Newsletter Design Agency or annual report, ads, newsletter, or packaging—should be consistent and work together. This integrated approach delivers synergy, amplifying the effect of sustainable branding. Brandure supports you in bringing this communication synergy to life.
Stephan Covey rightly enunciated that, “there are three constants in life…change, choice, and principles.” This is the apt saying if we apply it in the context of creating sustainable brand impact.