Rich Gorman Reveals Green Branding Secrets

According to Rich Gorman, more and more companies are getting serious about green activism and social responsibility—and that is very much a positive thing. While reports about planetary peril are increasingly common—and increasingly worrisome—there are efforts that corporations can take to make a difference, and many of them are seizing the opportunity. From the use of recycled products to “paperless” office settings, companies can do much to help the environment.

Simply going green is not always enough, however. It is also important for companies to brand themselves as green enterprises. According to Rich Gorman, there are a few different reasons for this.

“Companies that truly want to make a difference for the environment are smart to get others involved,” Rich Gorman observes. “By enlisting your clients or even other companies in the fight to save the environment, companies can amplify their power and make an even greater difference. On top of that, green branding is just good for business. More and more consumers are coming to favor eco-friendly brands, so boosting your green cred might actually boost your sales, in the process.”

The question remains: How can companies best brand themselves as green? In the paragraphs that follow, Rich Gorman offers a few ideas.


Rich Gorman Shares Eco Branding Tips


To brand itself as a ‘green’ company, a business might start back at the drawing board—literally. “Returning to the company logo and making some tweaks can help indicate that your brand is indeed serious about its environmental responsibilities,” Rich Gorman opines. “A subtle touch of green in your logo—or even imagery of leaves or trees—can help consumers know that you’re doing your part. This, of course, does not make sense for all companies and all industries, but it is worth thinking about.”

If a company does not change its logo to a ‘greener’ model, they might still come up with some environmentally-themes graphics to showcase green products. “If some of your products are eco-friendly and some are not, you might come up with some kind of icon or sticker that you can affix to the green ones, denoting their positive environmental impact,” Rich Gorman contends. “At the very least, this shows that you’re interested in helping your customer make green decisions, if they want to.”

Rich Gorman offers another green branding tip, which is to make an effort to promote green shopping practices among its consumers. “By giving the option of green shopping, you can prove that you do care, and that you are doing something to positively impact the environment,” Gorman maintains.

But what are some specific examples of steps that companies can take? “If it’s a retail-based business, then you can always make reusable shopping bags available,” Gorman opines. “Make it plain to your shoppers that, if they want to avoid wasting plastic bags, you are happy to help them do it!”

Whenever a company does anything to go green—or even has advice to give to others who want to go green—they should let people know about it. That is Gorman’s next tip. “Through a company blog, a social media presence, or regular press releases, brands can showcase their green initiative or their green know-how,” comments Gorman.

He goes on to provide an example. “Plumbing companies can do much to reveal green tips to their customers, potential customers, and social media followers,” he says. “I’ve seen plumbers who offer weekly ‘green plumbing’ tips on their Facebook page, or else provide green plumbing advice in the form of a blog entry. This kind of thing goes a long way toward letting people know that you take the environment seriously.”