Branding green I

By Greg Stine Polaris. Inc.

f\ REEN building and green build\fing products are in high demand in the construction industry, and it looks like this trend is here to stay. With skyrocketing energy costs and health issues, homeowners are becoming increasingly concerned about conserving energy and protecting their health.

Many companies are taking advantage of this by emphasizing their green products and services, and by creating a brand that communicates this com- mitment to green building. Whether you're a retailer, a supplier, or a building professional. branding your company green is a great way to stay ahead of the competition.

Over the years, I have worked with many clients to build strong brands based on their commitment to green building. Throughout the branding process, there are a few key concepts I have kept in mind while helping these organizations create salient, longstandins brands.

A good example of branding the right way is California's non-profit Build It Green. The group has created a strong, focused brand by carefully considering the following strong, but very simple branding principles.

Branding Principle #I -

Keep it simple & focused

A little goes a long way. Keep it simple and focus on one big idea. This is the only way to separate your message from others. Having the courage to zero in on one concept will help your business come out on top.

Build It Green has stood by its original goal as a green building resource. While expanding its outreach to builders, suppliers and the real estate industry, it has remained true and focused on what it set out to accomplish: promoting green and sustainable building.

Branding Principle #2Public relations build brands

Creating a strong brand isn't achieved through advertising alone. Publicity through articles and events and word-of-mouth exposure creates a buzz and plays a big role in building a successful brand.

Public relations efforts are starting to pay off for BIG. The proof? They have been featured in major, local newspapers, and recently garnered a mention in Time magazine. How? By being diligent in working with the media on positioning the organization as a local building industry resource. Their two recent home tours were the subject of numerous articles, which garnered interest in the tours as well as promoted the larger issue of green building in the area. Their PR efforts continue to expand their mission and get the word out about their organiza' tion. their green building programs. and the benefits of building green.

Branding Principle #IThe first brand advantage

Sometimes becoming the market leader is as basic as beins the first brand on the scene. This involves being first in consumers' minds, and not just being the first to market.

BIG had the advantage of being in California at the beginning of the green building movement, which has allowed them to become one of the most recognized organizations in California's building industry. They are currently approaching status as a statewide organization.

Branding Principle #4Be consistent & patient

Building a strong brand takes time. Present your brand and its message consistently and. over time. your efforts will pay off. Consistency and focus are keys to long-term success.

Just a few years ago, green building was still seen as a fringe trend.

Organization founders and key staff at BIG knew that green building was moving from a niche market into the mainstream building community. They believed that it was only a matter of time before consumers began demanding sustainable and healthy products. The organization's tenacity and passion for staying true to its brand has allowed them to be at the forefront of the green building movement statewide.