How to tell your Green Brandstory: Video Review VEJA

How to tell your Green Brandstory: Video Review VEJA

How to tell your Brandstory

When it comes to talking about their businesses and brands, many managers and brand owners don’t know where to start.

They are so close to their business that they are overwhelmed with the amount of information they want to communicate.

The human brain is drawn to clarity and away from confusion. If customers are confused about what you offer, they’ll look past you for somebody who can say it clearly so they understand. Once you clarify your message, chances are that your company will grow.

This is especially true for green or sustainable brands.  Most of these brands have compelling stories that distinguish them from conventional brands.Green and sustainable brands need to understand what customers are looking for so they can tell their story in such a way people listen.

Green and sustainable brands need to master the Art of Storytelling.

In this video series, we will have a closer look at leading green and sustainable brands. We will review on how they tell their stories. We hope to cover inspiring examples and perhaps you are inspired to master Storytelling for your Green, Sustainable brand or service.

In our first review we have a look at the new Project website from French Shoemaker Veja. Veja is using a clever way of mixing written content with Audio. Have a look at our video Review on this site.

 

In this Episode we speak about:

THANKS FOR WATCHING AN READING! Wherever you are, and watch this Video Episode, Thank You!

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Become an Expert on Eco Friendly Clothing by Watching These 5 Videos

Become an Expert on Eco Friendly Clothing by Watching These 5 Videos

Become an Expert on Eco Friendly Clothing by watching these 5 videos

Perhaps we exaggerate a bit. But if you are interested in Ethical or Green Fashion you should have a look at these five videos.

Video 1: How to produce an organic cotton pair of jeans

Swedish denim brand Nudie jeans showcase their Denim production process.

Video 2: Organic cotton GOTS

GOTS is the short term for Global Organic Textile Standart. Have a look at this explainer video and understand what you can do to buy sustainable clothes.

Video 3: Fair Finance

People Tree Founder Safia Minney explains why many Fair Trade Fashion Brands act as Finance Partners for their producer groups

Video 3: The True Cost

Have you seen the True Cost Movie? Have a look behind the curtain and understand how fast fashion brands hurt consumers and nature.

Video 4: Ethical Fashion Documentary

Look at this short documentary about the story of Ethical Fashion

Ethical Fashion: a short documentary – YouTube

2nd-year university project to produce a short film campaigning environmental issues in association with Green Week. We chose to focus on the social and environmental impacts of the fashion industry. This video explores ethical fashion. Via youtube.com

47-free-tools-ethical-fashion

Slow vs Fast: the secret marketing weapon for sustainable companies

Slow vs Fast: the secret marketing weapon for sustainable companies

Slow Economy Fast Economy (Why slow brands need to embrace fast marketing)

This presentation is about an issue that most green, sustainable brands companies and services have to face.

Most of our companies have worked extremely hard to develop or produce  alternative, green, fair or sustainable products and services. 

We know that More and more consumers are searching for Green and Sustainable alternatives to conventional product offerings. Diverse studies suggest that nearly 90% of all consumers in developing countries are keen to buy ethical and fair products and services.

While these are great news, there seems to be a Blind spot: 

many consumers choose conventional flawed products over green, ethical, sustainable new products or services that are clearly better in many ways.

Why is selling „Do Good“ Green and Sustainable products and services so difficult and why do consumers often prefer the bad/unhealthy vs the good/healthy version?

Let’s step back for a moment: Everyone is looking for the right way to live our lives. And in theory it`s easy….

  • We want to be loved, and enjoy life 
  • we want to be happy and healthy and (let`s be honest)
  • Most of us want lots of money to buy the things they like ….

But in reality, it`s not that easy and many consumers behave quite strange and sometimes we don`t understand the reasons…

slow fashion vs fast fashion

Slow vs Fast

The question remains, why is it so difficult to do the right thing?  There are things we are attracted to but we know that these things are not good for us. Let’s call these things FAST our world has become faster and faster and in many themes of life, things gathered speed

  • Fast Food 
  • Fast Fashion
  • Fast Travel

And on the other end of the spectrum, we find things that are the opposite of fast

  • Slow Food 
  • Slow Fashion
  • Slow Travel and so on

There seems to be a strong tension between slow and fast 

Let`s enter the world of Daniel Kahneman and the field of behavioral economics

Daniel Kahneman is one of the leading scientists and researchers in the field of behavioral economics. In 2002, he was awarded the Nobel prize in economic sciences for his work on judgment and decision-making. His empirical findings challenge many assumptions about human rationality prevailing in modern economic theory. In his famous book „Thinking Slow and Fast“ Kahneman describes 2 systems out brain uses decision-making

How we make decisions.

Decision making seems to be a simple process. Most people would state that it looks like this stream of thought: If we have several options

• we try to collect as much information as possible

• Compare the information with our preferences

• Carefully weigh the options

And finally, we think we can make the best possible decision based on the information available. Therefore, many think that we just need to create better products and services, present all the right things about it and finally win over our competition.

It`s not that easy

We have to make too many decisions. Just think about the decisions you make after waking up

• Should I jump out of the bed or hit snooze?

• Should I brush my teeth?

• Howling should I brush?

• Which toothpaste is best?

• What will I eat for breakfast?

we have 1000 of decisions each day and if we would think through each of these decisions, our brain would be overwhelmed and we couldn’t get anything done

Think about it…..

Does it make sense to use a complicated decision-making process about all these little decisions  day in day out? Surely not…

We need some shortcuts to avoid paralyzing decision fatigue. Let us jump back to Mr. Kahnemanns 2 systems

  • System 1 is the one that thinks fast and automatically, intuitively, involuntary, and effortlessly—like when we drive a car read a face expression
  • System 2 requires us to slow down, solving problems, reasoning, computing, focusing, concentrating, considering other data, and not jumping to quick conclusions.

Now you might ask if there is a connection between Slow/Fast fashion, travel and food and the different parts of our brain? Clever Brand and business strategists know about these systems and they do everything to get system 1 activated…. remember this is the lazy fast system… their major goal is to form habits around certain products and services. Once the habit is formed we are on a hook. System 1 takes over and we act automatically. Have a look at this slide and think about the system in place… which system acts automatically?

mobile addiction slow vs fast

Now I guess we got a little glimpse of how difficult it is to change a behavior when system 1 is in place.

To take a decision for a green, sustainable product, it seems like we need to activate system 2 

In the second part of this series, we will explore ways how green and sustainable companies are able to compete, and which strategies work best. So stay tuned and subscribe to this blog we will be back soon

If you liked this article we suggest visiting our resources page where we offer E-Books and Whitepapers on Inbound Marketing, green content marketing, and growth driven design practice. You can also check out our Free Marketing Review.

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Video 2: Grow your Eco Friendly Clothing brand

This is the second video out of our new training series on how to grow  eco friendly  clothing in a crowded market.

After Video 1 where we explained the need for a well-crafted Business Model, we introduce a simple 1-page Business plan or Business canvas. We know that it is sometimes difficult for creators to step out of their own shoes and take an outside perspective of their company. We strongly encourage you to learn and practice this skill. You should always remind yourself that the actual decision to buy your product or service is taken by someone else. (The customer)

 

You won`t succeed if you miss the ability to create real value for your customer.

If you like to get more information about this concept we suggest to head over to Alexander Osterwalders Website. In this video we have used a tool called Business Model Fiddle  

Instead of Alexander Osterwalder Business Model Canvas, we used a slightly different Canvas called Lean Canvas.

The Lean Canvas was made popular by Ash Maurya who explains here why he changed the terminology of the unique Canvas. Finally it doesn’t matter which canvas you use, our major goal for this second video is that you actually start to play around and develop the first draft of your Business Canvas.

Of course you can use this kind of canvas for every Business Model, not just for sustainable or Ethical Brands. But stay tuned until we present our next videos, where we add a unique twist for the development of  eco friendly clothing or fair trade clothing brand

If you are running a Green Lifestyle Brand, head over to our Free Stages Test where we find about the current stage of your Business and the key tasks you need to master now


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