Eco-Friendly Rebranding: A Process for Working with Clients

BySwagCycle
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The world is changing constantly, and customers are becoming more aware of their impact on the environment. They seek sustainability, ethical practices, and eco-friendly products. It’s never been more essential for companies to rebrand and showcase their green credentials. Still, what are the processes and guidelines for promoting eco-friendly rebranding efforts effectively? 

In this article, we will explore some of the best practices for working with clients to promote their rebranding in an eco-friendly way.

  • Start with a sustainability audit
    Before starting the rebranding process, it’s important to review the client’s current sustainability practices. Conducting a sustainability audit is the first step in this process. This audit will identify where your client’s practices are currently strong and where they fall short. It may also include identifying elements and practices that can be improved upon to be more eco-friendly. This audit helps to ensure that your client’s rebranded messaging and materials, such as packaging, reflect any positive changes made.
  • Determine the desired sustainability goals
    After conducting the sustainability audit, outline specific goals for eco-friendly rebranding. Determine what kind of environmental impact your client wishes to make and document the sustainability goals. For example, a client may want to reduce plastic use, go paperless, or use only recycled or biodegradable materials. This process allows you to align your client’s goals with their mission, vision, and values. Outlining these goals and creating a clear plan to achieve them will enable the client to prioritize environmental sustainability throughout their rebranding efforts.
  • Create a comprehensive eco-friendly rebranding strategy
    The next step is to develop an inclusive eco-friendly rebranding strategy that highlights the environmental changes being made. The rebranding should reflect the company’s efforts to be more eco-friendly and communicate that commitment to target audiences. Making eco-friendly changes in design, copy, and visual messaging is a great way to raise awareness and promote sustainability practices. For example, you can suggest using colors that are environmentally friendly or incorporating simple eco-friendly messages throughout promotional materials.
  • Use eco-friendly materials
    The most critical aspect of eco-friendly rebranding is using environment-friendly materials. Using materials that have a low carbon footprint is a powerful tool for demonstrating eco-conscious practices. Suggest alternatives such as recycled paper, biodegradable plastics, and organic products that are sustainable and environmentally friendly. Make sure all materials have minimum impact on the planet and promote a green message. It will help in showing the company’s loyalty to the planet and its commitment to promoting environmental sustainability.
  • Implement Proper Disposal Procedures
    You can support eco-friendly practices such as recycling, upcycling, and every other initiative that creatively manages resource management. As your client transitions towards eco-friendly practices, make sure that they implement these best practices correctly. Assisting in recycling and disposal initiatives like composting and waste management may be necessary, and employees should be educated accordingly.

Conclusion:
Taking an eco-friendly approach to rebranding is beneficial within and outside your client’s organization. Following these guidelines and developing a strategy that supports sustainability practices will not only boost your client’s reputation but also strengthen their brand identity. Implementing environmentally friendly practices with a strong and coherent message will ensure your success in promoting eco-friendly rebranding efforts. By adopting eco-friendly strategies, clients have the potential to make a significant contribution towards conserving the planet and creating a sustainable future.

"SwagCycle is a startup focused on responsibly managing the lifecycle of branded merchandise. When companies rebrand or get acquired, many often dispose of their obsolete branded merchandise. Leveraging our proprietary network of partners, we make this problem go away by helping companies repurpose and recycle unwanted branded items in a responsible, ethical, and affordable way.

SwagCycle is a proud portfolio company of Grossman Marketing Group, a fourth-generation marketing services firm with a deep history of corporate responsibility.

We’ve developed a simple and efficient 3-step process to address the issue of obsolete branded merchandise with companies:
(1) Assess the inventory of unwanted items;
(2) Confirm brand guidelines to determine if excess items can live on with charitable partners or should be recycled; and
(3) Match items with appropriate charities and/or recycling partners.

An important term to consider is landfill divergence. We want to ensure that items do not get thrown away, but instead, get repurposed or recycled responsibly.

The response from the charitable community has been wonderful. Some of our founding charitable partners include organizations like United Way, Jewish Big Brothers Big Sisters, Boys & Girls Clubs of Boston, and Dress for Success, among others."