Communicating brand standards is one of the hardest things for conscious brands to accomplish. This is because one million decisions go into creating an ethical sustainable product - how do you whittle that down into one palatable message conscious consumers can easily understand and support? But it's important to figure this out! Communicating your ethical sustainable brand standards with your customer builds trust and makes you stand out from the competition. Here's some tips to achieve this.
Transparency is key, to proper communication with your customers. Being clear and concise on what your brand stands for is key. You can communicate ethical sustainable brand standards to your customers by asking yourself these questions.
What do your customers want or need?
Take a poll of your customers. Do they already know about sustainable fabric? Are they busy and need the most time-saving solution that lets them shop sustainably? Getting on the phone with a handful will give you valuable insight. Between all your research, what issues/concerns repeat the most?
If your customers deeply care about labor standards, lean into your factory story and educate on the certification you use. If they are desperately seeking toxic free textiles, talk about why your fabric will keep them safe and feeling good. The biggest brand messaging rule of thumb is to keep it simple and quick. So do not write a novel on your standards - NO ONE WILL READ IT - instead, turn that novel into a mini-series through your blog and social media of fast facts each week that make up your ethical sustainable fashion brand.
How are other brands communicating?
Take an honest assessment of likeminded brands in your space. Do they boast about fabric, packaging, resell programs? If everyone talks about organic cotton but you know your customers care about learning more [from your earlier task] then lean into how your organic cotton improves farmers lives around the world. Talk about it's after-life biodegradability. Or put the power in your customer's hands and teach them how to mend and extend the life of your product. Give them what your competition isn't and you'll establish yourself as a brand authority in their life.
Where does this message live?
Now that you have the top level categories to communicate, where does it go? For example, once a month your blog post is about a sliver of your sustainability standards and you push that to your email and social media marketing. But can you add a tagline or additional tag to your clothing hang tags that talk about your ethical sustainable features? Can you source sustainable packaging that says "I'm Compostable" in big bold letters on the cover? Can you send a follow up email asking recent customers for a review and offer product care tips?
By simplifying your messaging and meeting your customers' needs, you build trust and make loyal brand fans. If you'd like some help simplifying your brand message, consider joining the Coaching Club, our 4 month brand accelerator that gives you training, coaching from top industry professionals and access to a private community for accountability to better grow your brand. Cohorts are small and only run twice a year - application close February 28th. Apply now.
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