What Is Ethical Branding and How Does It Fit Within Your Brand Identity?
Today’s consumers want brands to take a stance on a full range of critical social issues, from fair employment to sustainability and many other important causes and initiatives.
In fact, a recent study by Accenture found that nearly 62% of consumers look for companies to take a stand on social issues. In doing so, you demonstrate your core brand values can make a positive impact on the world.
Wondering how you can incorporate ethical branding into your brand strategy? Here’s how to create an ethical brand your current and future customers will appreciate.
Creating an ethical brand
Whether you’re starting a new brand from scratch or you’re rethinking your current brand strategy, keep the following ideas in mind to create an ethical brand. Making some key changes can better position your brand in the minds of your customers, helping you stand out from the crowd, while identifying and addressing your audience’s needs all at once.
Understand your brand purpose
Your brand needs an overall purpose for existing, beyond simply making a profit. Ethical branding shows your customers that you’re much more than the products or services you offer—that you’re contributing to a greater cause.
The first step in becoming an ethical brand is to understand your brand’s purpose. Why do you do what you do? Beyond the problems your brand is trying to solve, what else do you want your brand to be known for? How does your brand want to change the world? These are just a few questions to guide you as you develop a solid brand purpose—one that guides everything you do.
Know your brand values
After determining your brand’s purpose, you can define your ethical attributes and values—the beliefs your business stands for. Focus your brand values on causes you want to support, including the environment, labor, anti-corruption, human rights, etc. Let these values shape your brand personality and voice and keep things consistent so your values are clear to your audience.
Be mindful
Consumers support brands who understand their impact on the environment and community. If you sell a product, make sure every link in your supply chain is ethical. Ensure no harm is done to the environment or animals. If you’re a web-based business, you can showcase your commitment to the environment by ensuring your server provider uses only green energy to power its facilities.
Support charity
Consumers are much more likely to be loyal to a brand that supports charity. Look for non-profits or other organizations in your niche, or even offer job opportunities in underdeveloped areas or sponsor local events. There are plenty of ways to give back, so get creative and watch your customer loyalty grow!
Ethical branding is critical in today’s socially conscious world
Today’s consumers want brands to be ethical. Not only does ethical branding boost your reputation among the minds of your customers—both current and future—but it makes the world a better place. Want to learn more about creating an ethical brand? Say hello to Spin Creative. We’re your strategic branding partner, dedicated to elevating your brand and the world we live in.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
