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Are you ready to utilize an amazing opportunity? Please note it is not for everyone – it is for those who are seriously committed to sustainability in their business. These companies have a massive opportunity to gain a competitive advantage in the next few years. This is one of the clear conclusions from the British branding veteran Jeremy King FCIM .

I had Jeremy on my podcast Green Business With Impact and here are the main take aways he provided:

1. Importance of Taking Immediate Action in Sustainability

Jeremy emphasizes the critical nature of acting swiftly and decisively in the field of sustainability to become market leaders. He argues that businesses that innovate and take action now will position themselves favorably for future success. He states, “The winners will be the people that act fast. That take action now and own it and emerge as leaders”. For leaders embracing a focused approach it can lead to greater efficiency, brand recognition, and increased customer loyalty.

2. Role of Branding in Sustainability

He talks about the significant role branding plays in enhancing a company’s success through sustainability. Jeremy suggests that authentic and purpose-driven branding, especially around sustainability, enables companies to differentiate themselves and build a loyal customer base. His perspective is that “branding has made a difference in the way the sustainable frontrunners do business” which provides immediate tangible benefits to them.

3. Long-Term Strategic Focus on Sustainability

Jeremy outlines the necessity of a long-term strategic focus, not just immediate actions, in sustainability efforts. He mentions the importance of setting substantial goals and persistently working towards them, illustrating this by saying, “So you find that one thing that is the most relevant to your business and that it the most relevant to you as the owner, and then that’s what you do”.

By aligning with what truly excites and motivates you, you can effectively channel your passion and energy into your chosen niche. This not only fuels your drive but also creates a stronger connection between you, your brand, and your customers.

The key thing here is that it is about the positive impact you can have on society as a whole. Looking beyond your organization, Jeremy emphasizes the importance of considering the broader goals of your customers. How can you make a significant difference in their lives? By understanding their needs and aspirations, you can create products or services that align with their goals. This customer-centric approach facilitates scalability and positions your brand as a catalyst for positive change.

While bigger corporations like IKEA have resources to cover multiple areas, for most businesses, it’s more prudent to focus on a single domain. By concentrating efforts on a specific expertise, entrepreneurs can cement their brand’s reputation, making it difficult for competitors to match the level of excellence.

4. Internalizing Your Brand:

Building a strong brand starts from within. Jeremy suggests instilling a sense of purpose and pride within your organization. When employees, suppliers, and partners feel a part of something bigger, they go the extra mile. By aligning everyone in your organization toward a unified vision, your brand message will resonate with consistency. Whether it’s salespeople, delivery drivers, or anyone who represents your brand, a shared commitment to your brand’s values will ensure a coherent external identity.

5. The Power of Small Actions:

Creating impact doesn’t always require grand gestures. Jeremy King points out that simple actions, like a well-crafted Facebook post or customer-centric communication, can amplify your message. Furthermore, by highlighting the collaborative efforts of your team and showcasing how you work together to achieve goals, you can inspire trust and confidence in your customers. Small actions can have a ripple effect and lead to greater influence and market penetration.

How to get started

Creating a compelling brand identity requires CEOs and C-suite executives to understand the profound impact of their brand on their business’s growth and sustainability. Here’s a streamlined approach to building a strong, resilient brand for small to medium-sized enterprises in manufacturing:

  1. Align Your Brand with Core Values: The essence of your brand should resonate with your company’s mission and values. This alignment ensures that every piece of content, interaction, and marketing effort reflects what your company stands for, fostering trust and loyalty among your customers.
  2. Utilize the Power of Storytelling: Develop a brand narrative that encapsulates the unique aspects of your company—how it started, the challenges you’ve overcome, and what you stand for. This approach can humanize your brand and make it more relatable to your audience.
  3. Incorporate Audio Branding: With the proliferation of digital media, consider extending your branding efforts to audio formats. Podcasts, for example, offer a platform to consistently communicate your brand’s voice and values in an engaging way.
  4. Engage with Your Audience on Social Platforms: Platforms like LinkedIn allow for direct engagement with your audience. Regularly share insights, industry news, and behind-the-scenes content to keep your audience engaged and informed.
  5. Leverage Customer Feedback: Incorporate customer feedback into your brand strategy. Understanding their experiences and expectations can guide the development of your products and services, making your brand more customer-centric.
  6. Consistency is Key: Ensure that all branding efforts are consistent across all channels. This consistency reinforces your brand identity and helps in building a strong, recognizable brand.
  7. Measure and Adapt: Continuously monitor the impact of your branding efforts and be ready to adapt strategies based on what works best for engaging your target audience.

These strategies, tailored to the specific needs and contexts of your manufacturing SMEs, can greatly enhance your brand’s market position and contribute to sustainable business growth.

You can find the full episode where you normally get your podcast or here: