S3 E26: Brand Sustainabilty with Katie Klencheski
"Brand Sustainability" Here is a term that means different things to different people, different brands, and even different industries. But what is it really and how should your brand respond?
Katie Klencheski from SMAKK Studios discusses what brand sustainability really is and how brands can make a meaningful impact that resonates with their customers.
"Brand Sustainability" Here is a term that means different things to different people, different brands, and even different industries. But what is it really and how should your brand respond?
Katie Klencheski from SMAKK Studios discusses what brand sustainability really is and how brands can make a meaningful impact that resonates with their customers.
Listen in to learn:
[2:50] How is sustainability defined?
[5:21] What is cause-washing and how can companies avoid it?
[7:55] What do different generations expect when it comes to sustainability?
[10:14] Can small changes really have an impact?
[13:03] Why is it so hard for companies to change and is it really worth the effort?
[15:05] Is absolute sustainability possible?
[18:43] Are consumers focused on the right things when considering sustainable brands?
[22:16] What practices are emerging among companies?
[25:43] How can companies stand out when sustainability is expected and not a differentiator?
Find Katie here:
Smakk Studios website
Instagram
Our community #ChatAboutBrand Twitter chat discussion featured some great insights on Brand Sustainability as well!
I'd love to hear your responses to this week's questions (indicate which one you're responding to by beginning with A1, A2, etc.):
Q1. In what ways can a brand be “sustainable”?
Brands become sustainable if they can reduce their environmental impact by implementing sustainable practices such as lowering carbon emissions, using renewable energy, sourcing sustainable materials, reducing waste, and encouraging recycling. Pavel G. Stepanov, JD
Aside from focusing on environmentally, brands can strive for financial sustainability by efficiently managing their resources, investing in sustainable technologies and practices, and promoting long-term profitability. Virtudesk
Sustainability is important to the environment, but also our personal energy. So much that is taught in marketing and entrepreneurship is not healthy nor sustainable. All brands need to focus on long-term costs for their communities regardless of the industry. Kathryn McClatchy
Q2. Why does it matter to consumers if a brand is sustainable?
Its about finding brands that care about the same things we do. Bonnie Wilson
By choosing a sustainable brand, consumers tend to feel that they are also contributing to reducing the impact (especially environmentally) by supporting these brands. Virtudesk
We're getting to the point we can't do half-measures for sustainability and so many people are seeing the effects of climate change and demanding real change from everyone, not just their own standards. Claire L.
Q3. How have the benchmarks of “sustainability” changed over time?
The benchmarks change as society changes. Also, as our society has become increasingly global, it's not just about our local community, businesses, or resources anymore. Kathryn McClatchy
I think in the past couple years it's become a big issues in consumers minds but it's also become a buzz word. The authenticity comes into play here. Bonnie Wilson
Q4. What is “greenwashing”?
Greenwashing can take many forms, including making vague or unclear environmental claims, using misleading images, or giving the impression that a product is more environmentally friendly than it is. Virtudesk
The classic example is when oil companies do ads about how sustainable they are. Basically, advertising how green you are, but when you look deeper, it's not true. Claire L.
Q5. Why do you think consumers care more about cause-driven companies than perhaps they used to?
Consumers today are more socially and environmentally conscious than before, and they are looking for ways to integrate their values into their purchasing decisions. They want to feel that they are supporting businesses that share their values and priorities. Virtudesk
People today are more concerned with the decisions we are doing that impact the environment. That is why consumers are more likely to support a company that is making a positive impact on the world and is committed to social and environmental responsibility. Pavel G. Stepanov, JD
Q6. What causes do you care about?
I want people to live their best life by discovering their uniqueness and putting them boldly to work! I am working with schools, organizations, churches, and individuals to help people discover the joy of living their design. Kathryn Lang
Organic, gmo-free, farming. Not using slave labor. Sustainable fashion (using natural organic fibers and healthy fair-trade labor). Kathryn McClatchy
Q7. Are there any ways you could incorporate these causes into your brand?
Yes. I talk about organic gardening, what vegans eat, and tea and chocolate, as all of these "hobbies" open the door to harder and bigger conversations around sustainability. I also seek out the smaller businesses who are doing the things to shed a light on. Kathryn McClatchy
Keep up on the latest branding conversations with my weekly email and be sure to subscribe to "Let’s Talk About Brand on your podcast player of choice:
S3 E25: Thought Leadership with Katie McKiever
"Thought Leadership." We've all heard the term. But what exactly does it mean, and who can it benefit?
Katie McKiever discusses why thought leadership matters for ALL professionals⏤even those with employers⏤and how we can earn some of it for ourselves.
"Thought Leadership." We've all heard the term. But what exactly does it mean, and who can it benefit?
Katie McKiever discusses why thought leadership matters for ALL professionals⏤even those with employers⏤and how we can earn some of it for ourselves.
S3 E24: Branding And Networking with Beth Granger
A strong network and a strong personal brand are not the same thing. But they can certainly benefit each other⏤or, if done poorly, damage each other.
Beth Granger discusses how crucial the right networking can be to building your personal brand, and how to ensure you're communicating your brand well to new connections, whether in person or online.
A strong network and a strong personal brand are not the same thing. But they can certainly benefit each other⏤or, if done poorly, damage each other.
Beth Granger discusses how crucial the right networking can be to building your personal brand, and how to ensure you're communicating your brand well to new connections, whether in person or online.
S3 E23: Branding And Surrender with Kute Blackson
So much of personal branding involves getting out of our own way. Silencing the doubting voices within us and around us so that we can forge our own path. Surrendering to the greater reality of who we are and what we're meant to do⏤the rest be damned.
Transformational coach Kute Blackson has seen the power of surrender to set people free to be their greatest selves. We discuss how surrender is an essential step to bringing greater purpose to our brands⏤and lives.
So much of personal branding involves getting out of our own way. Silencing the doubting voices within us and around us so that we can forge our own path. Surrendering to the greater reality of who we are and what we're meant to do⏤the rest be damned.
Transformational coach Kute Blackson has seen the power of surrender to set people free to be their greatest selves. We discuss how surrender is an essential step to bringing greater purpose to our brands⏤and lives.
S3 E22: Branding Boldly with Robin Albin
No, you don't have to invent something totally brand new and different in order to have an impactful brand...but it certainly doesn't hurt to buck trends and chart your own branding path sometimes!
Robin Albin has helped create unique brand positionings and voices in a variety of industries. She discusses how to make sure your brand stands out from the crowd in a memorable way.
No, you don't have to invent something totally brand new and different in order to have an impactful brand...but it certainly doesn't hurt to buck trends and chart your own branding path sometimes!
Robin Albin has helped create unique brand positionings and voices in a variety of industries. She discusses how to make sure your brand stands out from the crowd in a memorable way.
S3 E21: Building An Empowering Personal Brand with Allison Walsh
Self-empowerment is, of course, one of the benefits of a strong personal brand⏤but the strongest opt to bring others up along with them.
Throughout her varied career, Allison Walsh has always made it a priority to use whatever power she has to empower others in turn. She guides us through some ways to do it and why it matters.
Self-empowerment is, of course, one of the benefits of a strong personal brand⏤but the strongest opt to bring others up along with them.
Throughout her varied career, Allison Walsh has always made it a priority to use whatever power she has to empower others in turn. She guides us through some ways to do it and why it matters.
S3 E20: Branding With Sound & Motion with David O'Hearns
We know how important it is to determine how our brand looks (colors, fonts, even people), speaks (brand "voice"), and feels...but what about how it sounds—literally? What about how it moves?
In his work creating multimedia pieces for brands, David O'Hearns has learned the importance of sound and motion in creating and conveying an overall brand impression. We discuss what that means and how to define it.
We know how important it is to determine how our brand looks (colors, fonts, even people), speaks (brand "voice"), and feels...but what about how it sounds—literally? What about how it moves?
In his work creating multimedia pieces for brands, David O'Hearns has learned the importance of sound and motion in creating and conveying an overall brand impression. We discuss what that means and how to define it.
S3 E19: Brand Storytelling with Scott Newman
What makes your brand worth listening to?
It's all about the story your brand is telling—and how.
Scott Newman of work x work and On Air Fest discusses the importance of telling your brand story through content, with a focus on podcasting as a uniquely powerful medium.
What makes your brand worth listening to?
It's all about the story your brand is telling—and how.
Scott Newman of work x work and On Air Fest discusses the importance of telling your brand story through content, with a focus on podcasting as a uniquely powerful medium.
S3 E18: Branding Your Superpowers with Dana Bowling
You don't need a fancy origin story to be "super"—you already are!
Dana Bowling tells us how to figure out what makes ordinary ol' you simply MARVEL-ous by figuring out your own superpowers—then wearing them like a badge of honor (or even a cape!).
You don't need a fancy origin story to be "super"—you already are!
Dana Bowling tells us how to figure out what makes ordinary ol' you simply MARVEL-ous by figuring out your own superpowers—then wearing them like a badge of honor (or even a cape!).
S3 E17: Personal Branding Blueprint with Karen Freberg
"Personal branding" can seem like somewhat murky territory. If only there were some kind of guide you could follow while constructing it...
Well, good news!
Professor Karen Freberg has boiled down personal branding education down to a clear, easy-to-follow "blueprint." Today, she shares the system she's taught to hundreds of students—and even turned into a personal branding simulation with Stukent!
"Personal branding" can seem like somewhat murky territory. If only there were some kind of guide you could follow while constructing it...
Well, good news!
Professor Karen Freberg has boiled down personal branding education down to a clear, easy-to-follow "blueprint." Today, she shares the system she's taught to hundreds of students—and even turned into a personal branding simulation with Stukent!
S3 E16: Branding As A System with Shelley Röstlund
Even though we talk about "brand" here every week, it can still seem like a nebulous concept. What is a brand? How do you figure yours out? How do you express it to others?
Shelley Röstlund has branding down to a science. Her well-defined system for building brands has helped hundreds—and will hopefully clarify the process for you as well!
Even though we talk about "brand" here every week, it can still seem like a nebulous concept. What is a brand? How do you figure yours out? How do you express it to others?
Shelley Röstlund has branding down to a science. Her well-defined system for building brands has helped hundreds—and will hopefully clarify the process for you as well!
S3 E15: Brand Story with Park Howell
We all think we know what a "story" is—but what is a brand story? What elements need to go into it, and what can it do for us?
Master "business storyteller" Park Howell gives us his proven structure for coming up with a business story and expressing it in the clearest, most impactful way possible.
We all think we know what a "story" is—but what is a brand story? What elements need to go into it, and what can it do for us?
Master "business storyteller" Park Howell gives us his proven structure for coming up with a business story and expressing it in the clearest, most impactful way possible.
S3 E14: Brand Positioning with Todd Irwin
If you don't have a brand positioning, you won't have a brand for long. But what is brand positioning, and what are some of its most important elements?
Todd Irwin of Fazer (not "Frasier," as I erroneously pronounced it at first!) helps brands strategize their brand positioning all the time—as well as how to leverage a tactic he terms "de-positioning." We dive into what all of that means, why it's important, and how to work on it for your own brand.
If you don't have a brand positioning, you won't have a brand for long. But what is brand positioning, and what are some of its most important elements?
Todd Irwin of Fazer (not "Frasier," as I erroneously pronounced it at first!) helps brands strategize their brand positioning all the time—as well as how to leverage a tactic he terms "de-positioning." We dive into what all of that means, why it's important, and how to work on it for your own brand.
S3 E13: Branding With Trust with Chris Brogan
How can brands build trust—and how has the internet changed that?
Chris Brogan has been on the forefront of internet culture, helping brands adjust to building relationships online since the beginning. We discuss managing online reputation, the importance of genuine engagement, the rise of influencer marketing, and the constants of trust-building—both on- and off-line.
How can brands build trust—and how has the internet changed that?
Chris Brogan has been on the forefront of internet culture, helping brands adjust to building relationships online since the beginning. We discuss managing online reputation, the importance of genuine engagement, the rise of influencer marketing, and the constants of trust-building—both on- and off-line.
S3 E12: Branding & AI Art with Jenna Soard
AI art isn't just for bizarro DALL-E experiments—when done deliberately, it can be an incredible tool for creating an endless supply of relevant, on-brand images, to a degree that stock sites cannot even begin to touch.
Branding expert Jenna Soard explains why AI art is such a powerful tool for your brand, how to use it strategically, and what further technology is on the horizon.
AI art isn't just for bizarro DALL-E experiments—when done deliberately, it can be an incredible tool for creating an endless supply of relevant, on-brand images, to a degree that stock sites cannot even begin to touch.
Branding expert Jenna Soard explains why AI art is such a powerful tool for your brand, how to use it strategically, and what further technology is on the horizon.
S3 E11: Branding Your Website with Andy Crestodina
Social media has not negated the importance of the humble website. Far from it—as social media sites (and their users) come and go, having an owned piece of the internet that you can call your own is more crucial than ever.
Andy Crestodina shares how to make your website work harder for you by making your audience do LESS work to figure out who you are, why they should care, and what they should do next.
Social media has not negated the importance of the humble website. Far from it—as social media sites (and their users) come and go, having an owned piece of the internet that you can call your own is more crucial than ever.
Andy Crestodina shares how to make your website work harder for you by making your audience do LESS work to figure out who you are, why they should care, and what they should do next.
S3 E10: B2B Branding with Hope Morley
When we think of creative branding efforts—especially videos—we often think of B2C brands. It is for this reason that creative B2B branding has such opportunity to stand out and be noticed.
Hope Morley of Umlaut is a master of the happy medium between "stale demo video" and "pure entertainment," making entertaining and informative videos for B2B brands that really sell. We discuss why the B2B market is so ripe for creativity, the relationship between sales and marketing, and why branding still matters in the B2B space.
When we think of creative branding efforts—especially videos—we often think of B2C brands. It is for this reason that creative B2B branding has such opportunity to stand out and be noticed.
Hope Morley of Umlaut is a master of the happy medium between "stale demo video" and "pure entertainment," making entertaining and informative videos for B2B brands that really sell. We discuss why the B2B market is so ripe for creativity, the relationship between sales and marketing, and why branding still matters in the B2B space.
S3 E9: Rebranding with Marisa Messick
People aren't static, and neither are brands. But how can you keep a brand fresh without negating all the familiarity of its previous incarnation?
Designer Marisa Messick of Quill and Co. has helped create and re-create many a brand, as well as studying what has made big-brand refreshes flop or soar. She shares her tips for balancing consistency and newness, and lets us know what should never change.
People aren't static, and neither are brands. But how can you keep a brand fresh without negating all the familiarity of its previous incarnation?
Designer Marisa Messick of Quill and Co. has helped create and re-create many a brand, as well as studying what has made big-brand refreshes flop or soar. She shares her tips for balancing consistency and newness, and lets us know what should never change.
S3 E8: Branding With Realness with Julia Jornsay-Silverberg
Social media is often a "highlight reel" of the prettiest, most perfect parts of people's lives—which can leave us feeling "less than" when we compare our own whole, human selves to those images of perfection.
Julia Jornsay-Silverberg rejects that notion, and brings her "Anti-Highlight Reel" realness to her own content, resulting in important conversations about mental health, self care—and some new, truly genuine influencer deals with some of her favorite brands! She shares how she keeps a balance between her naturally bubbly, optimistic vibe and keeping it real, how she stays healthy and sane while entrenched in the world of social media all day long, and how she's taking the power of her voice to the next level.
Social media is often a "highlight reel" of the prettiest, most perfect parts of people's lives—which can leave us feeling "less than" when we compare our own whole, human selves to those images of perfection.
Julia Jornsay-Silverberg rejects that notion, and brings her "Anti-Highlight Reel" realness to her own content, resulting in important conversations about mental health, self care—and some new, truly genuine influencer deals with some of her favorite brands! She shares how she keeps a balance between her naturally bubbly, optimistic vibe and keeping it real, how she stays healthy and sane while entrenched in the world of social media all day long, and how she's taking the power of her voice to the next level.
S3 E7: Branding With Word Of Mouth with Saul Colt
Before there was even marketing, there was word of mouth.
Saul Colt explains how to get people talking, why it matters, how it differs from traditional "influencer marketing," and how to measure your results.
Before there was even marketing, there was word of mouth.
Saul Colt explains how to get people talking, why it matters, how it differs from traditional "influencer marketing," and how to measure your results.