As a company that wants to position its brand as sustainable, green or environmentally friendly, a company must lead by example. Practicing what you preach is critical in marketing a sustainable company. If your firm is truly sustainable, all aspects of your business must be environmentally friendly – from business materials to communications tools to forms of travel to office space. All aspects of the business must be as sustainable as finances allow.
When marketing your sustainable practices firm, one cannot be modest. Make sure to highlight all sustainable practices in marketing collateral. Because being sustainable is a major selling point, there are many businesses that flaunt being green but really are not. To set your firm apart from the impostors, one must use language that only your ideal customer will recognize. In marketing, it is typically a best practice to use laymen’s terms at all times. However, with marketing a sustainable firm, it is important to use industry and technical terms that decision makers will recognize as legitimate and then want to engage with your firm.
Make sure that all sustainable or green certifications are “front and center” on all marketing communication tools. Use terminology that showcases your knowledge of sustainable practices and trends. When marketing a sustainability firm, green industry-specific terminology will help position your firm as an innovator.
