Branding 101: How to Incorporate Sustainability into Your Strategy
If you have ever wondered how to become a more sustainable brand or simply want to know more about the topic, you are in the right place.
According to Forbes, a sustainable brand is one that has successfully integrated environmental, economic and social issues into its business op,erations.
Over the years, I've noticed that many brands use greenwashing as a marketing strategy. Unfortunately, this concept isn't what you might think when you see the word 'green.' According to the UN, greenwashing is a significant obstacle to tackling climate change. By misleading the public into believing that a company or entity is doing more to protect the environment than it actually is, greenwashing promotes false solutions to the climate crisis, distracting from and delaying concrete and credible action.
Greenwashing vs. Sustainability: The Key Differences
The difference between these two concepts is that sustainability involves the conscious action of taking long or short-term measures over time to improve the well-being of our planet and, consequently, our community. Greenwashing, on the other hand, is the unethical practice of claiming that a brand is doing something for the environment without actually doing it. This can include using green colors on packaging or adding misleading labels to make a product appear more eco-friendly.
A sustainable brand is one that seeks innovative or conventional ways to maintain the health of our planet. This is crucial because, as a brand owner, you want to adopt ethical practices that reflect your brand's values and demonstrate your commitment to the well-being of the planet and your community. By doing so, you provide greater intentionality to your products or services.
Now, from the consumer perspective, it is important that we as consumers are responsible and careful with what we decide to support and buy since we also have responsibility in how we take care of the planet and our sustainable practices. Supporting small local businesses is a good way to reduce support for large corporate brands that make massive productions and have a big carbon footprint on the planet.
Why is sustainability important for MYCO?
Business side: A foundational core mission of MYCO is building community. We are dedicated to supporting local, small, and mission-driven businesses and communities. By focusing on these areas, we also bolster our region's natural resources, social fabric, and economic well-being. In addition to fostering community, we aim to implement sustainable practices that enhance quality of life, promote economic success for smaller business owners, and inspire a sense of purpose. These practices also benefit the environment and future generations.
Creative Processes: As creatives and designers, we incorporate sustainability into our processes. We recycle and invest in biodegradable materials when disposing of products. We also encourage converting items to digital assets when possible, reducing our consumption and printing needs. As a branding studio, we focus on creating timeless brands rather than trendy designs, which minimizes the need for frequent redesigns and conserves resources. Investing in a well-designed brand is eco-friendly, supports sustainability, and is ultimately more cost-effective for our clients.
Why is MYCO promoting sustainable branding and what does the team do to take care of the community?
During this time of economic turmoil, we understand the importance of amplifying local voices. We aim to empower small businesses—especially those focused on building our community and those owned by women, immigrants, first-generation individuals, and LGBTQ+ people. By doing so, we enhance local resources and strengthen our local economy.
Additionally, we recognize the ongoing environmental crisis, and we believe that education is the best way to engage people. Did you know that investing in your brand can contribute to reducing your carbon footprint? By focusing on sustainable branding practices, we help businesses reduce waste and promote eco-friendly choices.
The MYCO team's commitment to sustainability, both professionally and personally.
How we show up for sustainability as a team:
Sarah: I've been educating myself on sustainable practices as a business owner and creative, aiming to go beyond recycling and reducing my carbon footprint. Supporting local small businesses is a key part of my approach, as it helps grow our community, strengthens the local economy, and ultimately creates more creative jobs, which aligns with my mission through MYCO.
Thi: As a bartender, I strive to implement sustainability practices by using produce in multiple ways, such as juicing, peels, and making oils. This reduces waste and ensures that every part of the ingredient is utilized to its fullest potential. Additionally, I prioritize sourcing ingredients locally to minimize carbon emissions and support the local economy.
Belen: One way I am sustainable in my everyday life is through my wardrobe. I am a huge second-hand shopper!! A big part of my wardrobe comes from thrift shops! Fast fashion has become such a burden on the planet, most of the time the "trends" end up in landfills or thrift shops, it's always good to reduce overconsumption by participating in thrifting!
Alejandra: I am sustainable when I am conscious of my purchases and consumption. I am working on my habit of waiting until I run out of the products I use to replenish them. This way I avoid having multiple products of the same thing that I will probably end up not using.
Maria Fernanda: This is a subject I am very passionate about! I've been composting at home in Georgia, USA, and Peru since 2019, enjoying the gradual process. I regularly clean my inbox to manage digital waste and prefer reusing materials, like paper for sketches, to minimize waste. I'm mindful of my purchases to avoid plastic, use eco-friendly products like bamboo toothbrushes, and continually seek ways to connect sustainability with my graphic design work and love to partner with sustainability-driven companies through my freelance!
Steps to Become a Sustainable Brand 101
1. Start by doing a market study
Start by studying the market! Always remember to start by doing research so you have an idea of what you are getting into. We live in a society that constantly looks for ways to innovate and provide creative solutions so take advantage of this. A source of inspiration to start your journey in sustainable branding could be to look at the countries that prioritize sustainability in their daily lives. Believe it or not, every effort and attempt to help preserve our planet counts, no matter how small it may be. As they say 0.01% better every day.
2. Set your objectives as a sustainable brand and what environmental impact you want to reduce from your brand
I'll start by saying that it's far better to take action than to do nothing because you think it won't matter. Consider your brand's goals and the environmental impact you want to create through these actions. Those who choose to support you as a sustainable brand already value what you do, so don't overthink it.
3. Are your objectives SMART?
Ensure your goals align with the SMART acronym: specific, measurable, achievable, relevant, and timely. This approach helps you stay organized and set objectives you can meet, allowing you to achieve your brand's aspirations while building credibility with your target audience. The last thing you want as a brand is to promise something you can't deliver.
4. What is your budget and what are your options within that budget?
Discover options that align with your budget, your brand, and your objectives. There are ways you can stay within your budget while establishing a sustainable brand. Whether you decide to invest in eco-friendly packaging, eliminate plastic bags altogether, all this is a sum of efforts that make a difference.
Why Partner with Us?
MYCO aims to support businesses seeking guidance on their entrepreneurial journey or established brands aiming for continued growth in their branding. We prioritize creativity, collaboration, and diversity in every piece we craft. Allow us to be part of your sustainable journey and continue giving to your community.
Investing in branding facilitates your market presence and allows you to creatively express your brand identity. Choose branding strategies that align with your goals and create paths that convert you into a sustainable brand.
