How to Build a Green Brand – Part 2: Power of Positioning

How to Build a Green Brand - Part 2: Power of Positioning

Who Wants Their Product or Service to Stand Out?

If you didn’t say yes, you can stop reading and go about your business…

For the rest of you… standing out from the competition and getting your products noticed is crucial to getting your products bought. For this, you need positioning.

What is Positioning?

Positioning literally means to “position” your product or service in the MINDS and HEARTS of your target customers. A well-defined position forms the foundation of your brand and marketing strategy, guiding everything from marketing messaging to product development.

For example, TOMS has positioned itself in the MINDS of consumers for making comfortable, stylish shoes, but it is positioned in their HEARTS for giving back – to people and the environment as well as for using sustainable materials and packaging. Consumers feel that buying TOMS means they are also giving back.

Positioning needs to be shared throughout the company so that everyone is on the same page. It starts with a positioning statement.

The Power of a Clean & Clear Positioning Statement

A well-defined positioning statement acts as a compass for your entire green brand strategy. It shapes your messaging, marketing materials, and even product development. It ensures every aspect of your brand reinforces a consistent message that resonates with your target audience.

Think of it as your product’s elevator pitch. When someone encounters your brand for the first time, your positioning statement should instantly tell them:

  • Who you cater to (your target audience)
  • What your green products/services do that brings value and helps the world (their target perception/needs)
  • Why they should choose you over the competition (reasons why/attributes)
  • How your product or service is unique (your unique value proposition)

A positioning statement is vital because:

  • Clarity: It provides a clear focus for your marketing and communication efforts, ensuring consistency across all channels.
  • Differentiation: It sets you apart from competitors, highlighting your unique value proposition (UVP).
  • Customer Connection: It resonates with your target audience, addressing their specific needs and desires.
  • Decision-Making: It simplifies decision-making for potential customers who are bombarded with choices.

Crafting Your Green Brand’s Positioning Statement

Hubspot offers a fantastic guide on crafting a positioning statement. Here’s a breakdown of their key steps, tailored to the green and cleantech space:

  1. Identify Your Target Audience and Their Values:
    Who are you trying to reach? Are you targeting businesses seeking sustainable solutions, environmentally conscious consumers, or government agencies focused on clean energy initiatives? Understanding your targets’ values and what environmental concerns matter most to them is key.
  2. Define Your Mission, Values, and Differentiators:
    What drives your green brand? What environmental challenges are you passionate about solving? What sets you apart from other companies in the Cleantech space? Is it your innovative technology, commitment to ethical sourcing, or focus on specific environmental areas like water conservation or renewable energy?
  3. Analyze Your Brand Voice and Design:
    How does your brand currently communicate? Is your tone informative, educational, or inspirational? Does your visual identity reflect sustainability through nature-inspired colors or eco-friendly materials? Ensure these elements align with your desired green brand image. For more on this topic, see 3Create’s blog, “How to Build a Green Brand: The Power of Design.”
  4. Research and Understand Your Green Competitors:
    How are other companies in the Cleantech space positioning themselves? What are their messaging strategies and target markets? Understanding their strengths and weaknesses allows you to identify opportunities to fill gaps in the market and clearly differentiate yourself.
  5. Uncover Your Unique Value Proposition (UVP):
    This is the heart of your positioning statement. What makes your green product or service truly special? Do you offer superior sustainability metrics, a more affordable solution, or a unique combination of features that meet unmet needs in the market?

Structure of a Positioning Statement

Now that you have all the necessary information, let’s build your green brand’s positioning statement using the following template:

  • For: Target Audience
  • Who: Target Perception/Need
  • Our Product / Service is: Generic Category
  • Ideal for: Primary Benefits
  • Better than: Competing Products
  • Because: Reasons Why/Attributes

Here’s an example positioning statement for the green / clean tech industry:

For busy homeowners who are concerned about rising energy costs and their environmental impact (Target Audience).

Who want a simple and affordable way to reduce their reliance on the grid (Target Perception/Needs).

Product X is a smart home energy management system (Generic Category), that’s ideal for maximizing energy savings and optimizing home comfort (Primary Benefit/s).

Product X is better than traditional thermostats and manual controls (Competing Products) because it uses AI to learn your usage patterns and automatically adjust settings for peak efficiency. Additionally, it integrates with renewable energy sources like solar panels for a truly sustainable home (Reasons Why/Attributes).

Tips for Writing a Powerful Positioning Statement

  • Keep it Concise and Easy to Grasp: Aim for a sentence or two that is clear and memorable.
  • Highlight your Unique Selling Proposition: What makes your green brand stand out from the competition?
  • Align your Statement with your Brand’s Core Values: Ensure your positioning reflects your company values and commitment to green values (e.g., sustainability, better world).
  • Focus on the Benefits you Offer to Customers: How does your brand make their lives easier or better?
  • Differentiate yourself from the Competition: Clearly communicate what sets you apart and makes your the better choice.
  • Use your Positioning Statement as a Guiding Light: Your statement should be a guiding principle for all your marketing and business decisions.

Powerful Positioning with 3Create

A strong positioning statement is the foundation of a successful green brand. It ensures you’re reaching the right audience with a clear and compelling message that resonates with their environmental values.

3Create is a consulting company built to find, get and keep customers. We can help you create a powerful positioning statement and strategies that sets you apart in the green and cleantech world.

Get started on your positioning strategy today. Contact us at 3Create.com or info@3-create.com

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