Communication has extraordinary power to inform, challenge and inspire, but communicating effectively about sustainability is a challenge for many businesses.
So how do you do it and how can you enhance your brand whilst doing so?
Size doesn’t matter
The first thing to recognise is that size doesn’t matter. Big or small, if you get it right your sustainability stories can inform, challenge and inspire and enhance your brand in so doing – whether you employ six people or 6,000.
Join the conversation
Secondly, you have to recognise that in today’s world, brand reputation is built directly, through social channels that are international, open 24 hours a day and streaming seven days a week. If you are not “joining the conversation” and in the right place at the right time, you’ll fail.
Be relevant and credible
Thirdly, however earth-shattering your story may be, you need to engage with the bloggers, the thought leaders, journalists and insiders who care most about your industry or activity. That means making sure you are on message and relevant – and critically, when it comes to sustainability, that your story is credible.
How Chapters Financial enhanced its brand through effective sustainability communication
Chapters Financial is a chartered firm of financial planners and independent financial advisers authorised and regulated by the Financial Conduct Authority. It employs just six people. Nevertheless a few months ago, it found itself shortlisted alongside financial heavyweights Aviva Investors and Hermes Investment Management for best Corporate Social Responsibility (CSR) Award in Investment Week’s prestigious Investment Marketing and Innovation Awards (IMAIA) 2016.
The IMAIA nomination was the culmination of carefully planned communication campaign to build awareness about Chapters Financial’s sustainability achievements, namely a 22 per cent year-on-year cut in its carbon emissions. The story had credibility because the reduction had the independent stamp of approval of The Planet Mark™, an internationally-recognised and trusted sustainability certification programme recognising commitment to continuous improvement in sustainability.
To find out more and learn about the other significant and tangible outcomes The Planet Mark™ communications expertise helped deliver for Chapters Financial, download the case study.