sustainable branding

How to build a sustainable brand

Brand loyalty has become more important than ever over recent years. With the shift to the online retail space, and the growing competitiveness between brands, there is more reason than ever to make sure your customer base stays loyal. According to the Guardian, customers have developed an interest in a product’s history rather than the product itself. Therefore, working on your brand’s sustainability, ethos, and back story are of the utmost importance.

Sustainability is key

Everyone is constantly on the hunt for ways to make their brand more sustainable. Waste management is being developed, with everyone looking for ways to reduce and recycle, enjoying a transformation from an unwanted by-product to a potential source of energy and raw materials.

Waste removal methods have become outdated and, according to Helistrat, the system of removal at per price per bin, per lift, needs to become more sustainable. The company poses the following questions as a means for a brand to plan a way to better utilise its waste in order to gain that all-important sustainable image:

Know your objectives

How can companies help? This could be anything from; committing to diverting waste away from landfill, reducing waste at the point of procurement, or reducing the waste involved in your supply chain.

As well as improving your brand’s sustainability, these factors will also give you the competitive edge.

It all start with what you order

Making sure that you stay on top of what you’re ordering in is the first step to becoming more sustainable. Look at what waste you are producing and its source — can it be injected back into the circular economy? Or could it even be scrap metal that can be sold? When segregating waste, keep in mind what is hazardous. Hazardous waste materials will require specialist disposal, whether its batteries or chemicals, it requires special treatment.

Separating waste

Separating waste can be a daunting task. But doing so can lower costs for your business, with huge savings on landfill tax. Diverting your waste from landfill wherever possible should be your goal, not only for your profit margins but for your sustainable brand image. Waste management company Reconomy have outlined a step-by-step guide to segregating construction waste, but the strategy is certainly flexible across all sectors.

Skips and containers

Instead of separating a mound of waste, try separating waste at production instead. As an example, for the construction sector, this means making sure there is correctly labelled on-site storage for each waste stream. You could have a section for general waste, a section for packaging and a section for hazardous waste.

Make sure your staff are in the know

Without training staff and making sure everyone knows the system, it is impossible to successfully implement your sustainability plan. Make sure your team knows your strategy and how your waste is being segregated. Everybody needs to be singing from the same hymn sheet.

Get help from the experts

If you’re not feeling confident about your strategy, opt for a business waste collection company. For example, you may require assistance in how to optimise your segregation with the room you have available on site.

  • Have a valid waste carrier registration
  • Use licensed recycling and disposal sites

Become an honest and sustainable brand.

As well as avoiding landfill, implementing a sustainable waste strategy will give you the edge over your competitors. The market potential for being an honest, sustainable brand cannot be overstated. Triple Pundit outlined how sustainability drives greater efficiency within a business, builds authenticity through a transparent supply chain. This creates a greater understanding of your customer base through understanding what they want and need from your business.

Brand value

As well as the product your offering, your brand should be all about value. For many, the word ‘brand’ brings to mind logos and slogans, but as Paul Jankowski points out, a company’s brand is so much more than a logo. A company’s brand is the perception of the company, and the emotional links born of that perception. Customers scrutinise every aspect of a company’s message and purpose, and now more than ever, their stance on sustainability.

 

Help both your brand and the planet by putting these strategies into action. It’s essential for businesses to handle their waste responsibly, which will hopefully encourage others and stimulate a circular economy.

 

Sources:
https://www.theguardian.com/sustainable-business/building-sustainable-brand-communication
https://www.forbes.com/sites/pauljankowski/2015/01/22/5-critical-steps-to-build-a-sustainable-brand/#1f59d611bd03
https://www.helistrat.co.uk/2016/07/building-sustainable-brand/
https://www.reconomy.com/blog/how-segregate-your-waste-cut-cost-construction
https://www.triplepundit.com/2018/11/sustainability-brand-playbook/

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