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The 7 Steps to Become a Conscious Brand (Without Spending a Dime)
Charlie Wedel - conscious brand
CHARLIE WEDEL
Website Development, Graphic Design
Premium Branding

WHAT IS A BRAND?

Put simply, your brand is what people say or think about your brand when you aren’t there. It’s everything the public thinks it knows about your brand — both factual (i.e. it comes in a green box) and emotional (i.e. it’s romantic). Your brand name exists objectively; people can see it, it’s fixed. But your brand exists only in someone’s mind.

Building a brand isn’t just for corporations. All businesses no matter the size need to have an authentic brand image and message that is in line with their values and offerings. But branding isn’t just about that. It’s about how you represent your brand that creates the branding image.

conscious brand
conscious brand
“Your brand is what other people say about you when you’re not in the room”
JEFF BEZOS
CEO & Founder, Amazon
TRADITIONAL VS CONSCIOUS BRANDING
Traditional branding often has a “self-centered” focus – getting people to purchase their products mindlessly and continuously. It often manipulates customers into having an emotional experience which gets them to buy their products or services. Profit alone is usually the bottom line in a traditional brand.
Conscious branding takes a different approach. First of all, a conscious business thinks of its customers and consumers as participants in their brand. We don’t just want people to mindlessly consume our products. We want them to want to participate in our brand which creates a stronger long-term relationship. Secondly, a conscious brand focuses on strengthening authentic emotional connections and relying on the participant to make a conscious choice to invite the brand into their life. Thirdly, a conscious brand goes beyond the traditional measures of success where profit is the bottom line. When we take into consideration how the operations of our business affects not only our profit, but also the people in our community and the environment of our planet, our brand is in greater harmony with the seen and unseen elements we work with. Most importantly, a conscious brand understands the interconnectedness of everything, therefore operating in harmony towards a greater purpose.
A PROFITABLE CONSCIOUS BRAND?
Many people wonder if conscious branding is profitable. According to Forbes, not only can conscious branding be profitable, “it will be one of the defining mechanisms of profit in the future.”

We see this happening more and more nowadays. People don’t just want to hear about your products or services. They also want to know the purpose behind your brand. Why is it cool? What makes it useful? Who makes the products? They want to know it all. By nature, a conscious brand has a valuable story to tell and an authentic way of sharing it.

Also, as we look into the future of building a sustainable branding strategy, we need to consider who our participants will be – Millennials. Millennials have a positive, community-oriented “we can fix it together” mindset. They are a social generation – sharing where they are, what products they are consuming, and brands they aspire to take part in. They also are passionate about values, including the values of the brands they choose to take part in. They care about brands that are honest, authentic, and carry a genuine interest for a greater good.

Get the FREE Guide

Becoming a conscious brand is not necessarily about changing your marketing strategy, but more about how you operate as a business. I’ve put together the 7 Steps to Becoming a Conscious Brand – a quick checklist of things you can do right now to start shifting your business to become a conscious brand.

7 steps to become a conscious brand

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