Building a Brand: Avoiding The Greenwash

Hello, everyone who’s started to follow this incredibly new project called Build2Sustain. I’ve had the honor and pleasure of partnering with James on this bold adventure, and I’m thrilled to start opening up the process from my POV as the creative/communications pro on board.

As a quick bit of introduction, I’m an advertising/marketing communications professional for one of the top b-to-b agencies in the U.S. I’m proud and excited to bring my experience working in such verticals as technology, media, education and real estate to the B2S drawing table. I’ve had the honor and pleasure of working on several green brands and products, from construction to commuter benefits. I’m also thrilled to be a part of something that has the potential to be a powerful, positive force of change for business and social good.

So…where to begin on branding Build2Sustain?

How about Top Gun? Who doesn’t remember Top Gun? Well, for those who don’t, there’s a scene in which (spoiler alert!) Maverick (Tom Cruise) crashes into the ocean and sadly loses his co-pilot or “rio” Goose (Anthony Edwards with hair). The cause? They flew through a fellow pilot’s exhaust or “jetwash.” Creating the Build2Sustain brand, I feel we have a lot to learn from Gooses’s tragic demise.

For us, we have to avoid the “greenwash.” We’re not a fad brand. The very essence of our mission is to transcend green as a trend and establish it as a way of sustainable business. To me, our voice and messaging have to be highly substantial to gain traction and truly spark meaningful conversations with the community. That said, because we’re a challenger and media brand, bucking the status quo, there has to be a spirit imbued in our communications. This balance is at the root of our challenge – substance vs. style. Isn’t that always the case?

At the same time, we can’t look like other green design/construction brands who’ve tried to make themselves contemporary and relevant. The Web 2.0 fashion is going the way of Crocs shoes. We can’t expect to put a flashy reflection on some bright green and orange logo art and expect to be seen as innovators. Importantly, we need to create strong differentiation that carries innovation.

What green brands do you think do a good job of breaking through? Of being stylish and substantial? Of getting through the greenwash to real relevance? Leave your comments, we’d like to know. Hopefully we’ll be added to your list in the weeks and months ahead.