Branding Tip: It’s Not Easy Being Green
When it comes to branding your Hardscape and Landscape company, it is easy to follow in others footsteps by using the environmentally friendly label. But be careful. Why? Well, take a walk down an aisle in a grocery store, home improvement or big box store. All you see are dozens of products and services claiming to be green. Everything from eggs and chicken to appliances and shampoo. All making claims that are difficult for shoppers to understand never mind prove their legitimacy. Your customers are inundated with Branding messages about products and services that carry claims to be Environmentally Friendly, Certified Green, Eco Friendly and more. How can anyone tell any more?
It has gotten so bad that the term Greenwashing was added to the Oxford and Merriam-Webster dictionaries:
greenwashing (noun) – disinformation disseminated by an organization so as to present an environmentally responsible public image
And complete industries are trying their best to greenwash their products and services to make them more palatable to customers with a conscience.
Pictures of nature on a company’s website doesn’t make them environmentally friendly
No wonder customers are finding it difficult to trust companies who offer environmentally conscious products. A lot of them are manufactured in ways that continue to destroy the planet. As a hardscape contractor, be aware that your customers might not consider your 6.7L V8 Ford F-550 to be particularly environmentally friendly. We understand that you can’t pull up to a jobsite in a Prius. Just understand how some of your potential customers will view your truck and it’s impact on the environment.
If your company offers green products or you are considering adding one in the near future, here’s a branding tip. Make sure the message to your customers is clear and you can prove it. If you can’t, you risk being labeled as another company with unsubstantiated or misleading claims. And when it comes to environmental benefits of your products and/or services, customers are not forgiving.
What does being green mean to your customers? Leave a comment below and let us know.