Sustainable Brand Strategy

Overview

Trust is the bedrock of a brand’s value and is built on what customers know, feel, see and hear about an organisation, product or service. In an era of fake news, trust is in short supply and stakeholders are consciously choosing brands for their ‘Corporate Social Responsibility’ (CSR) and ‘Environmental, Social and Governance’ (ESG) credentials. This holistic guide to an ethically managed brand provides strategies for developing a moral advantage. Stronger brands are increasingly benefiting from an altruistic dimension linked to their purpose and values.  Developing a sustainable brand ecosystem enables a self-regulating business model where the organisation is mindful of the impact it has on society. The sustainably managed brand generates its own identified set of standards that resonate with their customers, suppliers and employees. Purpose and values are the essential elements at the heart of a sustainable brand and they define the operating principles that support a framework of performance goals manifested through the product or service experience. This course will provide insights, examples, and practical tips to help you manage your organisation, product or service, into a resilient values-driven brand.

Who should attend?

This course is ideal for marketers, business owners, brand and HR managers who wish to gain a practical understanding of the criteria for developing an ethical and sustainable brand strategy. The agenda provides the tools and learning outcomes to enable delegates to embrace their organisation’s sustainability challenges and integrate them into their purpose, values, and behaviours. The content encourages delegates to identify opportunities that can transform their brand experience while fulfilling their brand’s CSR and ESG goals. Attendees will learn how to audit their existing brand values and recognise the necessary qualities required to guide their product or service to its full authentic potential. The program includes how to use the drivers of employee engagement together with the recognition and reward of staff to grow a healthy culture of brand ambassadors.   

Learning outcomes

• Criteria of an altruistic brand: Sustainability, Ethics and Authenticity
• The Moral advantage: Brand Activism, Corporate Social Responsibility, Environmental Social & Governance
• Brand Strategy: Establishing authentic Purpose, Vision, and Values
• Living the brand: Values inspired behaviours for culture driven performance
• Brand Ambassadors: Brand Narrative, Line Managers, Employee Voice, and Brand Integrity
• Good design: Sustainable brand innovation
• Implementation: Maintaining Brand Standards with no greenwash, Do’s and Don’ts