Trust is Key to Sustainable Business Branding

I'm frequently asked, "How much more will consumers pay for green products?" 

My reply these days is "Consumers pay more for demonstrated value -- what value are you offering?"

This was recently discussed by Cory Treffiletti with Catalyst SF.  He was discussing building brands in a recession and made some excellent points about marketing to consumers during recessionary times. 

...consider the value of trust. When consumers trust a brand, they are willing to pay a little more. When media dollars are spent in a less competitive environment, like that which we are entering now, you can rise above the clutter for a lower out-of-pocket cost and resonate more deeply with your intended consumer, creating a sense of trust.   

As long as your price isn't completely out of the ballpark, then trust can be the deciding factor. In a typical economy it's the reason many consumers buy name brands more than store brands. The products, for the most part, are the same, but the packaging is that of a brand they trust, which outweighs the price. If your brand is not sufficiently differentiated, than brand trust is not applicable -- and consumers will make their decision based on price. SOURCE: mediapost.com

His topic was branding...but TRUST is an important part of the green marketing strategy. A company needs to develop trust with green certifications, excellent design to get that "WOW!" response, and valued results.  Those valued results can vary with the product -- good health, lower costs, reliable investment for the future, healthier air to breathe...but demonstrable value.  And value for that PARTICULAR buyer.

And that's where your BRAND comes in.  Do your prospects and customers TRUST your NAME?  Do they believe that no matter which product of yours they buy, they will get consistent VALUE?   That expected experience is your BRAND. 

If your customers don't know your name -- they can't expect anything.  If they haven't had an experience, they can't expect anything.  If they don't recall the experience when they see your name, they don't expect...

Experience is the reason behind giving out samples.  Experience is the gold ring of marketing.  Great experiences build sales.  And they build word of mouth marketing.  Trusted testimonials are primordial.  Even birds tell each other about a great food source that they have discovered. 

Make it easy for your clients to SHARE THE NEWS.  Give them simple wording.  Give them a URL to pass along.  Give them a TELL A FRIEND link on your website.  Help them be your marketers.  Help them help their friends and family discover your secret sauce!