how do you merge ethics with brand strategy?


One brilliant example of such an approach, as mentioned by the Snask team, is outdoor brand Patagonia. For Gia, they represent the ethos of taking a stand and being steadfast in what you believe in: “It’s not just about sales; It’s about actually making a difference by really pushing for a change for the environment and making sure that environmental issues are always on the agenda,” says Gia. “They [Patagonia] are very honest. If they make a mistake, they say it. If they’re not certain, they also say it. But they also go ahead with things they strongly believe in.”

Brands like Patagonia are at the forefront of building ethics into their brand strategy. But actually making sure your brand strategy reflects your core values ​​is no mean feat. Snask offers some of its own strategies as examples of how it makes sure to merge ethics with the studio’s brand. Strategy number one is to “make enemies, gain fans”: Accept that in the process of taking a stand, you’re going to upset some people, but in the long run, “you’ll build brand loyalty”. The second point is to “make ethics part of your long-term brand strategy.” No changes are going to be made overnight, so commitment and persistence are essential. And the third element, quite simply put, is to “stay pink”. “Use more heart and less head. Be quirky. Be daring. Be who you’re born to be and speak freely about it,” explains Gia.

For Janine Bosshart, brand strategist at Frontify, one element that unifies some of the most successful brands is authenticity. “While every brand is unique, having a focus on north stars that are unique to one’s brand will guide consistent behaviors and brand expressions that people can buy into. Having such guidance enables building a strong brand that makes it easy for people to engage with,” says Janine. “Brands thrive and evolve. This journey looks different for every brand but being dedicated to a strong belief system is critical for success. Whatever the road and point of view, without a solid belief system and dedication to it at every turn, it all falls flat.”

The Snask team shared some key takeaways for those in the early stages of their business, and how important the process of honest self-reflection is. “First of all, sit down and figure out why you started your business. And no, money can’t be that reason. What’s your drive, and why do you do this? And why should people care?” concludes Gia. “If you do this right, you will find what ethics and values ​​you have, and then, you just need to make sure they are heard and embedded into your company’s culture and communication and make it accessible for anyone.”

Follow the link below to listen to the podcast in full and learn how you can turn your company beliefs into positive change.

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