Promoting Green with Style!

Every business has a mission, no matter whether it's a for-profit, non-profit or government agency. The "why" you do what you do is the core of the products and services you provide and the focus of the people involved in your organization. Each time your business "story" or mission is shared, you have an opportunity.

In marketing terms, this is the foundation for creating your "brand" or how the world recognizes and relates to you. It includes your logo, your tagline and all the related materials in print, digital and online formats, plus any products or services you provide. When you create an easily recognizable "brand" you make it easier for others to share your business.

Greening your brand is something all businesses should consider. I'm not suggesting "green washing" or trying to make something green which is NOT! I'm suggesting you look at what you're already doing, for example turning office computers off over the weekend, and starting from there. This one activity could be expanded to turning computers off overnight or putting work stations on power strips which are turned off when not in use, any activity which increases awareness and decreases power usage. Simple yet effective actions to make a difference.

Here's three guiding principles to green branding from an expert;

1. Greener Programs and Products. A company needs to demonstrate real leadership on several fronts and show that it understands its impacts and is actively working to reduce them.

This leadership does not need to include every aspect of a business or every niche player in the market, but the leadership must be genuine - a collection of moderately less bad products is unlikely to build a strong green brand.

2. Clearly Articulated Values and a Vision for Sustainability. Companies need to have an understanding of the material issues, a willingness to go beyond the status quo, and the humility to resist over-statement.

This is difficult to achieve unless they've established a vision for the future that includes ambitious sustainability goals and values.

3. A Strong Communications Campaign. Companies need to find creative ways to effectively communicate their green messages and break through the clutter of competing claims.

Traditional marketing sets the company versus its competitors in terms such that the company comes out on top. Green branding positions a company versus the ideal of sustainability, knowing full well that the company will fall short.

from The Three Pillars of Green Branding By Brian Dougherty

Including your green business actions in your marketing materials can help consumers make your business their choice. The competition for dollars is fierce, and if your business is known for great products and services, fabulous customer service and attention to detail, along with 3 other similar businesses, a deciding factor for educated consumers may be your green business ethics. Finding a way to communicate your green principles, actions and initiatives can provide your business the edge over your competition!

In many communities, green business audits are available and green business certification programs are being created. Check with your local government office or Chamber of Commerce to find out what businesses in your area are doing to go green.

OK, you're on a planning committee for a fundraiser. You have a few donated items worth about $300. You need to raise $1,000. Follow this process & let us know what your results are;

1 Get a Squidoo Page, fill it with facts about your group, why you need the money & pictures of your participants, volunteers, staff & others, and include links to related books, Ebay listings and other money makers to benefit your organization.

2 Set a date to achieve your goal, 6-8 weeks is good to get everyone involved.

3 Register for a Mission Fish account if you are a 501 (C) (3) non-profit organization, takes 2 or 3 days to complete.

4 Gather your donated items, take pictures, write descriptions and create listings for your auctions.

5 Send an invitation to a VIRTUAL AUCTION to all your members and supporters. By email is cheapest and has an immediate response. Link to the group's website, Squidoo lens and your Mission Fish auctions.

NOTE: Invite EVERYONE to create a FREE Squidoo page of their own, then link back to YOUR page. This way you have that many MORE opportunities to reach people who can give to your cause!

6 BE DETERMINED! Answer questions about your items, be prepared for shipping questions, and constantly be promoting your cause.

7 When it's over, tally the results, make sure to thank everyone, then DO IT AGAIN SOON!