Branding is not just about logos or colour schemes, although it is those things as well. A Brand Identity covers everything that is put out by an organisation: Name, Tone of Voice, Design Language, Packaging Design, Typography. And all these things are identifiers that contribute towards telling your audience who you are and what you stand for. It’s effectively a promise – presenting the core of your offering to your audience, and a good brand should combine to create a compelling narrative, one that resonates with your audience.

The Unique Challenge of Environmental Branding

In the environmental sector, branding faces unique challenges. In our era of widespread greenwashing, consumers have grown increasingly sceptical of environmental claims. The trust and credibility a good brand helps build is hard-earned and can be lost in an instant if promises are exposed as hollow.

Consider the case of Bristol Energy, a council-owned company that aimed to provide social value to Bristol by offering an alternative to the ‘Big Six’ energy providers. Despite its promising branding that conveyed the right message, the venture ultimately collapsed after accumulating losses of around £35 million and failing to deliver on promises of transparency and profitability. This serves as a stark reminder that no amount of brand investment can salvage a fundamentally flawed business model.

The Potential of Branding for Grassroots Initiatives

Conversely, many successful environmental initiatives could benefit enormously from stronger branding. Grassroots campaign groups, often operating on tight budgets, frequently can’t afford to invest in professional branding. Yet, for these organisations, effectively communicating their message is their very reason for existing.

A strong brand can amplify a group’s voice, helping it stand out in a crowded field of environmental causes. It can lend credibility, attract supporters, and make messages more memorable and shareable. For small organisations with limited resources, a well-designed brand can level the playing field, allowing them to compete for attention with larger, better-funded entities.

In conclusion, while branding alone cannot guarantee success in the environmental sector, when backed by genuine action and transparency, it can be a powerful tool for building trust, engaging audiences, and driving positive change.

For environmental organisations looking to maximise their impact, authentic branding should be seen as an essential component of their strategy.

Are you are an environmental organisation and looking for a visual identity? Get in touch today