Product branding is a crucial ingredient in your company’s success.
Through branding you’re not only providing your customers with a nice logo, but you communicate your company’s message, belief, mission, and reliability. Furthermore you provide an overall experience related to your brand.
Product branding is especially important, because it’s the product that customers see first as their first experience with the brand. Product branding also should be in line with your company branding strategies.
For companies that consider themselves environmentally friendly it is crucial to communicate their mission. They must include it into every small detail in order to remain credible to their customers.
Read our following product branding guide to learn how to make your products bear your company’s message. At the same time, you can make it appeal to your customers.
What Is Product Branding?
Product branding is a marketing strategy that focuses on the promotion of an individual product or service provided by a company.
Corporate branding is different from product branding. It promotes various products or services of a company, not just one. Corporate branding is also a marketing strategy that shapes the overall image of a company.
A company’s visual identity (name, logo, colors, etc.) might align with its product’s branding strategy. Unification is also an important tool to make the company and its products more recognizable.
How to Create an Environmentally Conscious Brand
Green, eco-friendly businesses tend to fail at setting up an appealing and outreaching branding strategy. It is especially typical of small businesses. Creating a visible, remarkable brand is not an easy task. It takes some design sense and brainstorming to figure out the best way.
Consistency and consequently used elements are significant in creating a brand. One of the main mistakes that businesses make when styling their brand is that they sometimes use entirely different branding for their product. Another mistake is when they forget to factor their company values and message in the branding process.
However, creating an environmentally friendly product brand is not impossible, of course.
Below are the main elements of branding that an environmentally conscious business should take into consideration when it comes to product branding.
As we’ve mentioned above, consistency is a crucial feature in branding. If a business considers itself eco-friendly, then their product or service should also be one.
Let’s take a company that sells mineral water as an example. Their product is a natural and vital resource. Therefore their credibility remains intact only if they consider the right packaging for it as it is integrated in the product. (Well, no one buys mineral water in the shop without a bottle that contains it).
Now the design is secondary for a moment. The main focus is on how the packaging helps nature. They either use less plastic for making the bottles, or the bottles are made of recycled plastic material.
When a company builds a branding strategy, they always have to consider the product they sell, and how they sell it. We’ll cover eco-friendly packaging in detail in this article.
The “less is more” principle should be a primary one for environmentally friendly companies. Sticking to a pair of colors, lot of white space, a simple typeface, and a simple logo are the basics of a good design.
Many eco-friendly businesses use green and brown, green and yellow color pairs and very similar logos. Therefore it is sometimes impossible to remember which is which. When it comes to design, a business must inspect similar companies’ profiles and see how to avoid copying them.
A green business has a hard time coming up with something outstanding and original. It is mainly because environmental consciousness is a relatively new trait in businesses. Therefore, people have limited associations with it. It results in hundreds of green businesses having similar Earth logos and green coloring. These similar patterns are confusing for the customers, they won’t be able to distinguish them.
The name of the company can be also a tough choice. It might be obvious to many, but just for clarity’s sake: the name is also part of the design. You will print it, and also put on the company’s website. You may even want to embed it into the logo, or it may constitute the base of the logo.
The company name also should be simple to remember, as short as possible, and also timeless. It should, again, stand out from all the other companies’ names. Customers will give up remembering the fifteenth company name that starts with “Earth” or”Recycle”.
Less is really more when it comes to green product branding and design, and rarity is still a great value. Be original, outstanding, but also simple. That is what will make customers remember when standing in front of the shelves or choosing from services.
A great logo can make a great difference in making a brand recognizable. Smart and simple logos are most definitely remembered and appreciated among customers.
In case of environmentally friendly businesses simplicity is not only a helpful tool for making people remember. It also helps use less resources which would communicate a clear message about their eco-friendliness.
Sylvain Boyer, a french designer, recreated famous brand logos in a way they would require less ink when printed. He came up with his project, called Ecobranding, when designing a birth announcement card for his first daughter.
The card was too colorful and the bill for the print was very expensive, so he recreated the design using less colors. At the same time he figured that this modification was also environment-friendly having used less ink for the print.
Boyer’s Ecobranding campaign does not only take the quantity of the ink into consideration. He also thinks of typefaces, using less paper, and many other elements that could be created in an eco-friendly way.
Simplicity and creativity is key when designing a logo for an eco-friendly business. Even this small detail may play a great role in a company’s image and credibility.
When it comes to packaging it’s especially important for a green company to find creative and actually eco-friendly ways to do it. Recycled plastic and paper that are biodegradable are often used. Although, packaging doesn’t have to stop there.
Creative packaging, for example one that could be reused in certain ways after getting the product out of it, makes the customer feel like they have got two products instead of just one. We must admit: getting something extra “for free” is always a great feeling.
Organic materials can also be used for packaging as English food delivery company, Abel & Cole has already proved it. They use Woolcool packaging boxes made from British sheep wool.
Abel & Cole delivers the goods, then recollects the packaging as it is reusable, but also recyclable and biodegradable. These eco-friendly, wool containers are also more effective than plastic ones by keeping their contents under 41 Fahrenheit for over a day.
Packaging doesn’t only include the outer packaging, but also the packaging that your customers carry when they leave your shop. Handing out plastic bags is definitely not a good idea if you’re working on going green.
We have great options to choose from when it comes to custom reusable shopping bags. They are made from various eco-friendly materials, like recycled paper, canvas, non-woven fabric, and many more. They also can be styled with your personal logo or desired artwork. See our selection here!
Reusable bags help spreading the word about your business in the most eco- and customer-friendly way, and a nicely designed bag can also enhance customer engagement.
The important thing is to create an appealing and practical packaging, which also carries the message of taking responsibility and helping the environment, promotes your business, and builds your credibility among customers.
Green, Sustainable Logistics
A marketing strategy doesn’t necessarily stops after having created the product, the design, and the packaging: it should continue until the product reaches the shelves.
We have already mentioned, but credibility is important for a green company in order to gain customers. Customers who want to buy green usually are thoughtful of the products they buy and the brands they buy from. So you can see that being dishonest is not profitable.
A green business should consider logistics as an important factor in their marketing in order to truly convey their company’s message.
Being wasteful of resources and polluting the environment by delivering their products onto the shelves or even into the homes of their customers could seem negligent which is an attribute that is utterly incompatible with a green business strategy.
When it comes to shipment and delivery operations, an environmentally conscious brand should consider reducing carbon emissions, waste products, and consumed energy.
Half empty trucks, frequent routes, or using a longer route to the destination of the shipment could easily be resolved issues, and it would also save resources and reduce the company’s carbon footprint.
Also, operating in line with environmental government regulations can not only save a company from the fines and penalties that the breaking of these may result in, but it helps strengthen the customers’ trust in the company.
Great Packaging(-Free) Inspiration
For example, Lush is one of the most popular conscious cosmetics company out there. Their message is clearly conveyed by their green practices and their appealing, but relatively simple design. They give out gifts to customers who take packaging back to the store for recycling, and they also have shampoo bars in order to reduce packaging waste.
Another great example to turn to for inspiration would be zero waste stores, like In.gredients. They encourage customers to bring their own containers to place the goods in it. No plastic bags, no paper packaging, no waste: a truly eco-friendly way to run a store.
Being famous for its eco-conscious approach and amazing organic tea, Numi Tea also does everything it can to reduce their carbon footprint. They also happily motivate other companies to do so. They use recyclable cardboard packaging and bamboo packaging, and biodegradable filter paper for their tea bags.
Among green businesses it is also becoming an increasingly common practice to pack herbs or small plants into plantable paper. The paper contains seeds which you can plant in your garnden. This way the packaging immediately becomes a gift for the purchase, without creating any waste.
Join The Movement
There are many other green companies that are worth checking out and gaining inspiration from. They are surely the forerunners of a time when consuming and environmental friendliness will be in balance. There is a great opportunity for your company to become one of them.
Consciousness doesn’t mean to neglect creativity and lack style. It means just the opposite: it requires brainstorming, thoughtfulness, and design sense to create an outstanding brand.
Customers are more and more attracted to brands that promote transparency and environmental consciousness. In order to attract them to your company, they need to recognize the product and the business first. It hardly works without efforts in branding.