good business sense | Real Communications

Ethical branding and sustainability trends for 2015 and beyond

There is so much talk of sustainability, ethical branding and how to strategise a company’s CSR programmes and efforts, to make ‘being good part of good business.’

Corporate governance and CSR – is it for REAL?

I have found two interesting items on this topic. The first, a delightful, creative and easy-to-understand ‘story’ about becoming a ‘conscious industry.’ I love it. But my question is, who sees it, who is learning from it and who is doing it? This is a resource that should be circulated to every single business in this country. To experience it, visit: www.ogilvyearth.co.za

The other, EthicalCorp’s report on sustainability trends for 2015.
Ethical Corporation is hosting its 14th Annual Responsible Business Summit in May this year at which over 300 executives from across the globe will discuss the future of responsible business.
As a precursor to this prestigious event, Ethicalcorp conducted a survey to assess the current issues and trends in sustainability. What emerged from the 472 responses were the 3 top international priorities in 2015:
1. Embedding CSR
2. Creating a Sustainable Culture
3. Sustainable innovation
30% of respondents stated that sustainable innovation was the most exciting opportunity for their company in the next five years.
Nearly 25% stated that their companies were driven by sustainability. The hope is that this would increase as sustainability becomes more embedded in R&D and permeates through the organisation.
Visit: www.ethicalcorp.com/rbs

I say, there’s too much talk and not enough will for action!

“No man is an island, entire unto itself, but rather a piece of the whole”

And no business can “make it on its own” or say “to hell with the rest”……..

Strategise your branding

Every business is an integral part of a community, society, country and the world. And nowadays a concerned public is watching business more closely and able to scratch the surface of your utterances and actions to reveal the true you. What it finds impacts your business reputation.

A business has to start its branding process by exploring its core values. Yes, values. Today there are powerful societal and political forces at play and these are influencing how the public and audiences perceive a business. If your business shows a blatant disregard for certain labour or environmental principles, they won’t like you, even if your product is top-notch.

Strategic brand communication planning is a must for all businesses. Those who don’t engage in strategizing their brand communication will suffer negative consequences that directly impact their operations, stakeholder engagement and reputation management:

Strategic branding gives you a sound foundation based on your beliefs and values.
A strategy provides the criteria for defining who you are and what you want to achieve; it finds opportunities to focus on your strengths and reformat weaknesses. It differentiates you from the rest, positions you exactly where you want to be and gives you a competitive edge.
Identifying who your people or stakeholders are and what their needs and expectations are, gives you the advantage of direct, relevant and meaningful engagement with them.
A strategy ensures that you plan your communication and your actions to reflect and reinforce your values. The integrity of your business ensures ongoing delivery on its promises and achievement of its goals.
Strategic planning is a mindful, purposeful process aimed at long-term commitment to stakeholder engagement and relationship building, and addresses issues of sustainability, good governance, ethical branding and reputation, using these as guiding principles in the business.
A strategy works from the inside out where your internal goals are aimed at making the ‘outside’ world a better place for all, and ensuring that the people out there want to continue doing business with you – this applies to both commercial and social brands.
Strategy is for a good business, it’s good for business and it makes great business sense.