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Tag: Sustainability

How to Prepare for Successful Business Transformations

Posted on by Joanna Schull

There’s a well-worn saying in business that the only certainty is change, and these past few years have proven that to be true by exponential levels. Entire industries have found themselves faced with the need to plan and transform their businesses in the face of tremendous unknowns including COVID-19, rising inflation, and a troubled economy. Now, as we enter September of 2022, with the world still in flux, what does it mean to look ahead, and begin planning for the future?

Business transformation matters now more than ever and agility and forward-thinking scenario planning have never been more important.

Building a Roadmap for the Future in Times of Uncertainty

Taking steps to significantly shift—or transform—a company’s business can be either proactive or reactive. Ideally, it’s the former, but external events, whether created by competitors, shifts in customer needs, governmental regulations, or global events can cause the latter to be true. At a high level, the process for either is the same. Here’s the overview:

  • Begin with fact-based strategic planning, competitive research, and situational analysis to create the essential foundation of data about the status quo.
  • Next, based on this foundation of data, leaders need to identify and analyze potential future states for the business.
  • Based on this analysis, leadership aligns with the agreed future state and begins the work of determining the specific changes and sequencing that will be required.
  • Evaluate the brand and business—are they aligned with each other, or do they need to be recalibrated to make sure that the brand is supporting the new business direction?
  • Finally, it’s essential to keep employees informed as the process unfolds, not only so they are kept in the loop, but also as a source of feedback and information.

Let’s go into more detail on each step:

Set the Foundation

Successful transformations—or sometimes, evolutions—need to start with a clear-eyed understanding of both the current state of the business, as well as upcoming external forces that will have an impact. It’s good to approach this phase of the process with a structured set of internal and external research aimed at uncovering the business’s strengths and weaknesses, competitive threats, and unmet customer needs. In addition, it’s important to have a good understanding of known external impacts that can be anticipated—things such as regulatory changes and general business trends and market predictions.

Identify Your North Star

Armed with this foundational set of information, it’s now time for a business’s leadership team to identify potential paths forward. Oftentimes, these will exist along a continuum, starting with slight shifts to the existing business, then growing in ambition to encompass more ambitious pivots and expansions. Each potential direction is then analyzed to understand its implications: How will it impact revenue? Do we have the right talent to execute the direction? How will it change our customer base and competitive set? How does it impact our product roadmap? How will analysts and investors react? After assessing the options, the leadership team needs to discuss, align, and set a direction.

Create An Execution Plan

The next step is the planning phase: What changes need to be made in order to begin making the desired shifts? In what sequence do they need to occur? What are the potential ripple effects of those changes? It’s important to do this work in a cross-functional manner, giving all parts of the organization insights into the changes occurring. This helps to eliminate overlapping efforts and activities that could compete with or contradict each other, in addition to providing an integrated roadmap that ensures everyone knows how the change efforts fit together and combine to achieve the end result.

Align Your Brand

When making a shift, it’s essential to make sure that your brand is supporting and reinforcing your new business strategy. This starts with making sure that your brand positioning supports your chosen direction followed by your messaging and external expression of your brand: digital touchpoints (web, social, etc.), sales support materials, PR, AR, IR, and all external-facing communications. Don’t neglect the visual expression of your brand. Many companies, especially former startups entering their next phase of maturity, find that they have outgrown their previous look and feel and need to evolve into a more ‘mature’ level of design sensibility.

Bring People Along on the Journey

The most successful transformations are inclusive, and while it is important that leaders lead the process, it is equally important to involve perspectives and participation from across the organization. This includes involving different divisions, geographies, functions, and levels within the company as part of the planning process in order to get their input as plans are developed. This not only ensures that critical details aren’t overlooked but also builds engagement and buy-in to the process.

A Shared Understanding Speeds Execution

Ultimately, change is about disciplined execution and dedication to doing the work required to make change stick across multiple parts of the organization and ensuring that the people of the organization understand what the change is, how the business is going to adapt, and why it matters because organizations with a shared understanding about the reasons behind change are more likely to move forward with certainty, even in uncertain times.

Take a deep dive into our most recent B2B transformations: Coast, Snow Software, FUJIFILM Diosynth Biotechnologies

Emotive Brand is a brand strategy and design agency in Oakland, California.

Redefining What It Means to Be a Sustainable Brand in 2018

Posted on by Saja Chodosh

An Interesting Time for Sustainability

We’ve reached an important pivot in sustainability – one that puts a bit more pressure on businesses and brands to step up and fuel change. As the world sees the negative effects of climate change, water scarcity, species extinction, etc. play out in real time, brands have the opportunity to play a huge role in actively championing better policies, transforming markets, and changing consumer behavior at scale.

And many are stepping up to the plate. For example, over 1,200 companies are now calling for a price on carbon, and many, including Unilever, are setting targets to be 100% powered by renewable energy.

Paul Polman, Unilever CEO, puts it well:

“We are entering a very interesting period of history where the responsible business world is running ahead of the politicians and taking on a broader role to serve society.”

Sustainable Brands: Entering the Next Phase

Our work in brand strategy demonstrates, again and again, the huge impact that brands can have on people, markets, governments, etc. We’ve watched and worked with brands innovating with purpose, fueling movements, sparking important conversations, changing behavior, and disrupting and transforming markets all around us.

So here’s what we can learn from some of the top transformative, sustainable brands of today.

1. Coming Together: Brand Partnerships

Smart and sustainable businesses today understand that large scale change can’t be achieved alone. You need employees, customers, investors, stakeholders, and sometimes even your competition, rallied around a shared purpose.

Take Ford. Ford, like many other automobile brands, has been dedicating increased R&D to hybrid and electric. But their vision goes beyond a line of electric vehicles. By partnering with Infineon, SunPower, Whirlpool, and Eaton (unexpected partners) to develop the MyEnergi Lifestyle program, they’ve built an electric brand that can fuel what they call an electric lifestyle.

The partnership program shows how electric cars, solar power systems, energy-efficient appliances, and home design can all come together to reduce people’s total carbon footprint in the home. And by recognizing that they aren’t the only brand in people’s lives, they’ve helped fuel a lifestyle that is affordable, easy, sustainable, electric, and just plain cool.

2. A Shift in Mindset: Negative to Positive Impact

Until now, much of sustainability has been about limiting damage. But that’s changing. Unilever publicized their objective to become carbon positive by 2030. Interface, a B2B modular carpet company on the cutting edge of innovative and sustainable design today, is also a prime example of a carbon positive brand.

In what the brand calls “Climate Take Back” (their mission) they articulate the shift:

“We need to stop thinking about how to limit the damage and start thinking about how to create a climate fit for life…We commit to running our business in a way that creates a climate fit for life – and we call on others to do the same.”

This is about leaving “crisis” mode and recognizing the current state as an opportunity. With this positive mindset, Interface is on track to meet Mission Zero goals by 2020 while simultaneously innovating technologies that create carbon positive environments. (They take plant-based carbon and convert it into a durable material that prevents the release of that carbon back into the atmosphere, and instead storing it into the carpet tile.)

And Interface’s net-positive mindset is infused into their entire brand. Their brand voice is purposeful, determined, courageous, and optimistic. Their brand narrative articulates their ongoing commitment to innovative sustainability. The look and feel of all their brand elements is natural and organic. Many of their carpet lines even look like the ecosystems they are working to save (the ocean, forests, etc.). And their brand colors are inspired by those beautiful, natural environments.

3. Be Bold and Take a Stand, Profits Aside

Patagonia, a brand whose values are minimalist and environmentally aligned, started a movement when they made a strong anti-overconsumption statement back in 2011: running a full-page ad in the New York Times with the copy “Don’t Buy This Jacket” written over their best-selling jacket. With this message, Patagonia asked customers to “buy less and reflect more” before spending – even on their own products.

In addition, in 2016, the company donated all Black Friday profits to local grassroots organizations working to protect our environment for future generations. They focused on small, under the radar organizations that work on the front line of some of the most pressing environmental issues of today.

Although this was both a political and social statement, it was also about furthering connections with their customers: people who fiercely love the outdoors and want to support the people who are willing to work hard every day to protect the places they love. Although estimated sales for Black Friday circled around $2 million, the company made more than $10 million. And since 2011, many brands have followed suit with similarly minded ads, the closing of store doors, and acts of giving.

Patagonia acts as a prime example of a retail brand that still encourages sustainable consumption and works to build a better world.

Purpose, Passion, Partnership

What unites the sustainable brands mentioned? It’s not a great CSR or a great one-off effort, it’s purpose, passion, and partnership – infused into your brand and every decision you make moving forward. Focus on becoming a sustainable brand and ensure sustainable business for years to come.

If you need help, please reach out.

Emotive Brand is a brand strategy and design agency.

What Is Brand Generosity Anyway?

Posted on by Paige Lansing Valle

Why so generous?

Brand generosity is in. As consumers become increasingly connected to social media and exposed to marketing ploys and tricks, suspicions rise about the authenticity of brands. Many consumers are looking for a genuine social commitment from the brands they engage with. As a result, building a bond with the people that matter to your business is more important now than ever before. People are looking for brands that give more than what’s expected. They want to feel good about the brands they are buying into, and how those brands are giving back to the world at large.

What is brand generosity?

Brand generosity is a new phrase in brand land most recently linked to Target’s current marketing strategy. Using advanced data, Target figured out that consumers have an itch to listen to music while watching the Grammys, so they launched a live ad featuring Imagine Dragons during the show. The ad didn’t advertise products; it only gave viewers the music they wanted. Target coined this tactic as “brand generosity” in the sense that it provided a targeted audience with “free” content.

Even though Target is calling this brand generosity, we believe brand generosity should mean more. It’s shouldn’t be a substitute phrase or a disguised name for branded advertisements, marketing tactics, or content marketing. Indirect content marketing isn’t enough to call a brand generous.

What brands do it well?

We took a look at the qualities of successful brand generosity programs to better understand how they drive meaningful and successful business:

  1. Purpose-Led, Promise-Driven

Generosity that stems from purpose is inherently genuine. TOMS, for example, has pledged to make a positive impact on the world with a “one for one” promise. And yet, the promise extends beyond giving one shoe to someone in need for every shoe a consumer buys. It sings true in how the company invests, what partnerships the brand makes, where they give, and what they give. Because the TOMS purpose goes beyond specific products and far beyond profit, the brand has had ­– and will have – the ability to extend their giving beyond shoes: the gift of sight, water, safe birth, and kindness are also part of their brand generosity. By working towards a larger aspiration, there is always more giving to be done. If giving can grow, business can grow, too.

  1. Rewards Social Engagement

Since social sharing has become such an integral part of successful businesses today, brands that demonstrate generosity towards consumers via social media are thriving. For example, Lancôme allows customers to earn points when they share products on networks like Facebook and Instagram. This kind of giving creates more than a sense of reciprocity. It builds loyalty and fosters brand ambassadors who feel rewarded and valued. Showing gratitude goes a long way with these loyal and important consumers.

  1. Creates a Social Halo

When people buy from brands that are perceived as generous, they themselves often are perceived as generous. This is what many psychologists refer to as the halo effect. And the halo of giving is greatly valued and respected in today’s world. For instance, when consumers choose to buy a branded (RED) iPod Nano over all the other colors, they make the choice to help (RED) #endAIDS. Although consumers pay the same price for the product, they get the product and the social halo. They are not only Apple users, but also generous, good-hearted Apple users who have taken part in the fight against AIDS. Their purchase displays their commitment to not only “BE (RED),” but recognizes their personal and important contribution to the cause. 

  1. Builds a Giving Community

(RED) is quick to point out that an AIDs-free generation is not achievable if they work alone. It takes everyone: governments, health organizations, partner companies, and consumers. Other generous brands agree. By buying into brand generosity, consumers are not just consumers. They join the movement, and become part of the rally behind the cause. Generous brands like Yellow Leaf Hammocks, Kind Bars, Better World Books, Warby Parker, and Ethos Water all strive to build a community that works together towards their goals. By explaining what impact each individual can have, the community grows stronger, and the power of giving is brought to life. When people feel good about their personal generosity, they will feel good about your brand.

The Financial Benefits of Generosity

Generous brands benefit financially. In the end, giving back positively impacts your business. Why? Because as many brands and entrepreneurs have discovered, giving back to your community is incredibly rewarding both personally and financially.

Having a giving mindset creates positive PR and increases commitment amongst employees. It gets them rallied behind your cause. It also strengthens consumers’ emotional connection to your brand’s purpose. Because your brand is aligned behind a larger aspiration, your brand becomes a part of a larger community that cares about that same cause. With this strong community come more partnerships, support, and meaningful connections.

Consider the ways your brand can give back in an authentic way. Whether it’s aligning your brand with a charity that resonates with your purpose or setting aside time in the workplace to give back to your local community, fostering generosity within your business will help it thrive. Authentically generous brands are flourishing brands.

Emotive Brand is a San Franciso branding agency.

Why Your Brand Needs to Be a Sustainable Brand

Posted on by Tracy Lloyd

Being a Sustainable Brand Is Now An Expectation

What does it mean to be a sustainable brand? Sustainability measures have become table stakes for Fortune 500 companies. People now expect every reputable business to have a sustainability department and as a result, some level of corporate sustainability reporting is the norm. More and more companies are becoming B Corp because they believe in the inherent value of using business to solve social and environmental problems. A shift is underway to make sustainable business something every department needs to get behind.

But Where’s The Brand?

Yet even with all the forward momentum, for most companies, sustainability is the second or third tier talking point for the brand. Often times, there’s a disconnect between the business’s sustainability mission and the brand. Sustainability is viewed as a part of the business but not relevant to the brand’s image, story, or reputation. Companies that have invested in becoming B Corp certified often place the B Corp logo on their website like a merit badge but fall short of truly integrating their hard work in sustainability into their core brand message. As a result, these companies are failing to give customers and employees an obvious reason to embrace their brand. Many brands keep sustainability as a brand level message in the shadows, holding minimal influence on the brand’s success.

Your impact on the world matters to both your employees and your customers. People are more interested now than ever before to better understand what good your company is doing in the world. Today your financial, social, and sustainable business practices are a key component to making an honest impact. To really stand apart and make your brand more meaningful in the hearts and minds of all your stakeholders, your brand should integrate your sustainability efforts into your brand communications. The good your business does doesn’t belong buried in a sustainability report. It should be integrated into your brand strategy. We all know it’s exhausting to navigate the infinite number of brands available today. As a result, people are looking for a clear choice in the market, eager to choose brands that mean something to them and are working to make the world better a better place.

Communicating as a Sustainable Brand

Sustainable business practices are complex in nature and can be intimidating to talk about. Do you know what a GRI is, or do you even care? For most people, probably not. But GRI is a measurable tool to determine how sustainabile a business is, and it is gaining more traction every day. However, most people don’t want to dig into the details. Instead, they want it top-lined. That’s where your brand comes into play – communicating clearly, and meaningfully as a sutainable brand. The people who are more interested in the details can dig further into your sustainability report. But for most, a sustainable brand is enough. When the brand encorporates the sustainability efforts of the business, the brand resonates more deeply and meaningfully with far more people. And that’s good for your business too.

Bringing Your Sustainability into Your Narrative

In today’s world, it is ineffective and inefficient to keep sustainability messages and the brand separate. Your customers are looking for information about what your brand is doing to make a difference. So there’s no reason to keep that message sidelined. Howevever, it’s important that this messages aligns with the brand. If not, it risks being perceived as inauthentic.

Aligning your brand and your business’s sustainability efforts into one unifying story will strengthen the brand and give customers and employees a clear reason to choose you. Businesses who are doing this are finding success. Own and communicate that message everywhere, not just on specific channels for specific audiences. Show all the brand stakeholders and audiences what the brand stands for and why it matters. By fusing your brand with your sustainability mission to create the leading brand story, you’ll inspire employees and customers to be better, too. When we all take a stand to make the world better and choose brands that are doing just that, we all win.

Emotive Brand is a San Francisco branding agency.

Sustainability Reporting Trends

Posted on by Thom Elkjer

Keeping on top of sustainability reporting trends is not easy. The field of corporate sustainability reporting is maturing and evolving, making it important to keep up with the changing standards and expectations long after you complete this lesson in Sustainability 101. As you get more experience in this discipline, continue to watch what the leaders do. Keep up with issues on the horizon through the conversations on blogs, Twitter and LinkedIn. And, attend conferences to hear from the experts when you can.

Continue reading “Sustainability Reporting Trends”

Sustainability Reporting: Preparing Your Organization

Posted on by Tracy Lloyd

Preparing for sustainability reporting

Our advice before starting sustainability reporting, is to prepare your organization before you do anything else. First things first. Before setting pen to paper or fingers to keyboard to write outlines or strategies or any text at all, there are a few important steps that will help build the foundation for a quality corporate sustainability report (CSR).

Most people won’t see the report’s foundation. But, just because you can’t see it, doesn’t make it any less important. Any builder (or homeowner with a leaky basement) will tell you how critical it is to have a solid foundation. Any shortcuts in laying the groundwork will impact the quality of the end product in the construction of both buildings and sustainability reports.

Continue reading “Sustainability Reporting: Preparing Your Organization”

Numbers Don’t Lie

Posted on by Tracy Lloyd

Ask any writer or reporter who deals with the real world, and they will tell you that language is not the thing that quickens their hearts. It’s numbers. In a world that’s awash in words, subjectivity, and spin, hard data is the ladder back to dry land. A few revealing numbers can instantly provide a clear context for everything around them, enabling us to understand things better, faster, and more usefully.

For example, a lot of people thought it was crazy for Angelina Jolie to get a double mastectomy to prevent cancer. (You can find her announcement here.) But once you get a few relevant numbers in your head, it sounds like the opposite of crazy.

Continue reading “Numbers Don’t Lie”

Five Sustainability Report Formats

Posted on by Tracy Lloyd

The pros and cons of five sustainability report formats

What format will your corporate sustainability report (CSR) take? Determining how to present the final product is one of the key decisions to make as you develop the strategy and project plan for a CSR. The format not only has budget and timeline implications, but it also impacts the way your report is organized and written. For example, writing for the web requires a very different approach than a long-form printed copy.

It wasn’t too long ago that most companies simply prepared printed documents and/or a downloadable PDF of the same printed report. But now it is possible to take advantage of newer technologies that offer more sophisticated ways to reach target audiences with your company’s sustainability message.

Continue reading “Five Sustainability Report Formats”

Meaningful Brand Strategies: The Consumers Perspective

Posted on by Jerry Holtaway

Consumers are expecting a lot from businesses, according to the 2013 Cone Communications/Echo Global CSR Study. Consider these findings relative to the role of a business’s social responsibility:

“As global citizens become increasingly aware of businesses’ behaviors and CSR initiatives – in part because of social 
media, they are also becoming more astute about both corporate and consumer impacts. Around the world, the majority 
of consumers feel both individuals and corporations are having some degree of positive influence on social and environmental issues; however, just one-quarter feels either is making a significant impact.”

Continue reading “Meaningful Brand Strategies: The Consumers Perspective”

Five Not-So-Obvious Ways External Experts Can Improve Your Sustainability Report

Posted on by Tracy Lloyd

Producing a Corporate Sustainability Report (CSR) is a big job that requires significant time and expertise. It’s easy to underestimate the full scope of resources that reporting requires. Fortunately, there are a wide variety of consultants and agencies available that can help handle many parts of the workload – from strategy, to writing, to data management, to graphic design, as well as agencies that can do it all.

Typically, reporting teams only consider hiring a consultant or agency in order to fill obvious gaps in internal resources or expertise. But, hiring the right experts will also help you and your report beyond the obvious tactical deliverables. Expanding your report team to include experienced external contributors certainly helps create a more manageable workload, which is a good thing! But the RIGHT experts will also improve both the processes and the overall quality of your report, all while making your job easier.

Here are a few additional ways an agency or consultant can help improve your report and make your job easier (which also helps the report):

Reality Check
Experienced consultants and agencies will have their fingers on the pulse of reporting. They will point you to best practices and will have an informed point of view on your company’s strengths and weaknesses in sustainability reporting compared to best-in-class companies. Qualified experts will also provide an honest evaluation on where your company stands relative to your competition. It is in the best interest of your consultant/agency to provide a straightforward evaluation that helps ensure your report is as strong as possible. After all, they will want to use your report as a calling card to help get their next job. Getting this kind of reality check is extremely valuable in making sure your report is headed in the right direction. These insights, alongside best practices, will help your team develop the right reporting goals and strategies.

Candid Conversations
A consultant or agency can also be more effective in gathering perspectives from your company’s stakeholders, such as report evaluators, labor unions or activist organizations, among others. As a neutral third party, your agency/consultant will be able to mediate an honest dialogue. And because a solid CSR requires serious consideration of those stakeholder expectations, candid discussions also need to take place with your executives about how those expectations will be addressed in the report. The uncomfortable conversations that result from bringing these issues to the surface, while painful, are a healthy part of the reporting process. In my experience, the mediator role played by the external expert is invaluable to producing a better, more credible report. Better yet, a really good external expert will help push the envelope to help produce a great report.

The Right Equation
Once you are familiar with CSR reporting best practices and understand your stakeholders’ concerns, external experts can help you develop a strategic vision for your report. Vision is critical, but in order to be successful, it needs to be grounded in the day-to-day reality of available resources and internal expectations. Emotive Brand approaches this as an equation that balances audience and team expectations, stakeholder needs, and available capabilities and resources. This allows you to establish a reporting strategy that really will be executed. Since you know where you are (reality check and candid conversations) and where you want to go, it becomes possible to map out a comprehensive plan. And since it takes time to lay the groundwork and make significant progress, it makes sense to do this over a 2-3 year period.

Efficiency
Whether your external experts are paid an hourly rate or a project fee, the direct budget impact to you, or the profit impact to them, provides a very real incentive for both parties to effectively manage time and productivity. One of the challenges in managing a CSR project is keeping the team on task and on deadline. So, I have found that associating a dollar amount to delays can help motivate the team to provide what you need when you need it. In fact, external experts can help hold everybody responsible for meeting project milestones.

Credibility
External experts not only make your job easier from an efficiency standpoint, they also help establish your professional reputation with members of the C-suite, your colleagues and stakeholders. This is because the contributions made by the experts you bring in to work with your team will reflect on you. Hiring smart people that work well with your team and contribute in significant ways to improving the report and the reporting process, will build your credibility. This in turn makes your job easier because the process goes more smoothly when the team trusts the leadership and the report as a whole is better as a result.

So, if you decide to hire an agency, make sure that their expertise has a measurable impact on the project and makes your job easier in the process.