We know that establishing a strategy from the start is an important step in building the entire brand. It creates a foundation in which to build the way business is done, how the brand looks, how employees interact with consumers and even how employers treat their employees. However, it is very important that when your brand is created, it is built on solid ground, meaning there is an actual basis for the strategy.
Gone are the days where businesses could focus solely on increasing profit margins and putting out a good product. In today’s fast moving world where new businesses are added to the competition every day, it is becoming increasingly obvious that consumers want to buy from brands that care about more than just money. Major companies that have been around for a while are also now realising the importance of branding and the fact that it really comes down to people. Whether it’s the talent that they acquire and retain to work for their companies, or the loyal customers that continue to come back.
Whether you’re a new business building your brand from the ground up or an established business that is needing to relook at your brand; it is very important that the entirety, whether it's the strategy or identity created and the process, is ethical. So what does this mean? There are two main parts that we can look at when we talk about ethical brands.
The first part is creating a brand with purpose, one that contributes to society in a positive way. The negative impacts made by large business and mass production have gone on for too long and reckless business practices without regard for people and our planet, will not be sustainable in the long run. Many consumers are realizing this and are increasingly looking for brands that set out to make a positive difference in the world. You can start by thinking about what you are passionate about and then how that can translate into your business, whether it’s some sort of contribution, the way business is done or a solution or product that solves a need.
The second part of ethical branding is about moral issues. The following are some things that should not be done when creating your brand:
Being dishonest: It is easy to take what you think sounds good and will help sell your product and weave it into your brand strategy, but if your business cannot back it up, it is dishonest and betrays the trust of consumers. Ensure that anything that you include in your strategy is truthful and has basis.
Ignoring trademark, copyright and infringing on intellectual property: Brand identity is a big part of your business, it’s the first thing anybody sees and usually makes the first impression. Many of us may have ideas of what kind of logos we like and go on the internet to browse for inspiration to pass to your designer. Never ask your brand designer to copy something you found on the internet. This is infringing on another business’ trademark. Same goes for products, any other imagery / photos or artwork.
Being controversial / offensive: It is always a good idea to do your due diligence and ensure that anything you’re using for your brand is not offensive or appropriating different cultures inappropriately.
Some steps you can take to ensure that your brand is ethical:
Make sure you have a trustworthy brand designer / strategist that can help you do research and advise you when things may not be right
Also ensure that you and anyone in involved in the brand process from your business does their due diligence
Cross check with different stakeholders whether your strategy and identity ring true to your business. If you are a small business owner, you can do a survey with anyone that knows your business and your existing customers or intended target audience.
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