Build ltGreeri

Smarc Solutions FromThe Ground Up

BUILDING a strong brand takes time. Build lt Green presented its brand and message consistently and, over time, efforts paid off.

Branding Principle #5Write out your brand definition

Putting your brand definition in writing will help you stay on track.

Years ago, we helped BIG craft its brand definition, and it has been a guiding force ever since. It is as follows:

"Build It Green (BIG) is a professional non-profit membership organization whose mission is to transform the building industry in California. Through outreach and education, BIG connects consumers and building professionals with the tools they need to create healthy, durable, energy- and resource-efficient buildings. BIG supports a diverse network of stakeholder councils and guilds by partnering with building professionals, suppliers and public agencies."

Succinct and thorough, the brand definition in this case is also a mission statement that helped guide BIG's vision and success.

Putting your brand definition in writing also enables you to turn to it for focus when you find yourself getting bogged down in the daily business grind.

Whether you're a supplier, a builder or a retailer, if you find yourself wondering where your green business fits into the big competitive picture, think about starting with your brand. People clamoring for green products and services won't know where to find you unless it's clear that you are a green expert. Put yourself out there by following some of these principles and you'll be surprised at how much you'll be in demand.

- Greg Stine is founder and president of branding and marketing firm Polaris, Inc. Contact him at greg@polaris-inc.com or visit www.polaris-inc.com. For more on Build It Green, visit www.builditgreen.org.

Now part of the Fremont Group of Companies, Railway