Sustainability Has a Branding Problem. Do You?

Chris Heiler | October 7, 2010

What is sustainability? What does it mean exactly?

A strong brand is known for something. It has a single attribute that can be described in one word or short phrase.

Apple is known for "design". Google is known for "search". Walmart's brand is built on "low prices". McDonalds? "Fast food". Walgreens? "Convenience".

What is sustainability?

The single attribute that defines a brand should meet three criteria: It needs to be a simple word, a simple idea, and easily understood.

"Low prices" meets all three criteria. "Sustainability" whiffs on all three.

From a consumers perspective, sustainability is not a simple idea or easily understood.

What's your word?

What are you known for? Is there a single word that succinctly describes your brand?

Listen to your clients and customers. What do they say about you? Look for common threads. Are you "fun" to work with? Do you sell "cheap" plants? Do you offer "convenience"?

Listen carefully. Then build your brand around this single attribute.

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