It used to be, if you wanted to stand out as an eco-friendly business, all you had to do was slap an oak leaf or a sunbeam on your packaging. But these days, as the environmental issues intensify, the marketplace is practically flooded with earth-conscious options. (No pun intended.) As the competition heats up, consumers must grow more discerning, and brands have to work harder to convey their commitments and their authenticity.

Positioning yourself as the eco-conscious alternative can be a wise approach. But with so many brands striving for a greener image, you’ll need a more comprehensive strategy to really differentiate your brand and connect meaningfully with your audience. In the following article, we’ll examine a handful of strategies and consider the brand archetypes used by successful, sustainable companies across a range of industries.

To refresh your memory, you may want to go back to my earlier post, Introducing Brand Archetypes. The idea is that brands are more memorable, likable and relatable when they take on a personality based on one of Carl Jung’s primary archetypes. We come across these archetypes all the time in film and literature, and we recognize them because they align with ancient and universal patterns that we’re all familiar with. Leveraging that universality, brands can engage more quickly and effectively with a receptive audience.

Patagonia, as the Explorer

When it comes to powerful branding, not many companies can measure up to the success of Patagonia. To begin with, they follow the golden rule of branding: Start with why. Patagonia’s commitment to the environment is evident in everything they do. From my experience, their products are also well-made and durable, which is crucial. But even their commitment to quality traces back to their dedication to preserving the earth and its resources.

Other companies might pursue a strategy of “planned obsolescence”, generating repeat business with products that wear out or expire quickly. Products that last longer don’t need to be replaced as often, which could be bad for business in the short term. But Patagonia answers to a higher purpose. And that resonates with customers on a deeper, more emotional level.

Some brands are satisfied to win your business, but Patagonia manages to win our hearts and minds.

As an archetypal persona, Patagonia clearly identifies as the Explorer. They provide high-quality outdoor gear for those who crave adventures and wide-open spaces. Their ads and marketing entice you and thrill you with the call of the wild, rousing that visceral sense of adventure.

Patagonia understands the deep emotional drive inherent in its target audience. Moreover, they see how it’s related to a wider desire to preserve nature and the environment. The brand shares those same higher values, creating a connection that’s far more than simply commercial or transactional.

Also, be sure to check out our article on The Hazards of Greenwashing.

Seventh Generation, as the Caregiver

Offering safe, non-toxic household cleaning products for more than three decades, Seventh Generation can’t compete with Patagonia in the realm of adventure, but their environmental commitment is no less profound.

Seventh Gen focuses its messaging on protecting families and caring for the earth. In doing so, they identify most strongly as a Caregiver. The name refers to a Native American concept of long-term, forward thinking, taking into consideration how your actions and their repercussions will impact society and the environment, seven generations into the future.

The Caregiver is probably the most natural fit for a brand that emphasizes sustainability or eco-consciousness. Compassion, empathy and altruism are the watchwords of the Caregiver. They are committed to taking care of others, and willing to make personal sacrifices in order to do so. Like Patagonia, Seventh Gen donates generously to environmental causes, putting its money where its mouth is.

We can also see elements of the Innocent, determined to avoid toxic chemicals, and the Sage, well-informed about the dangers that plastics and chemicals pose to the health of the planet. This persona is able to speak sincerely as it challenges conventional cleaning products and addresses their harmful impact. But in a marketplace with more eco-friendly competition, they might want to find a stronger differentiator.

Innocent Drinks

When it comes to brand archetypes, this healthy beverage company offers another classic example. As a persona, the Innocent embodies honest, wholesome purity. Simple and optimistic, it’s easy to be attracted to an innocent brand. It’s a common and effective strategy for some brands of hand soap. But it’s also perfect for a line of natural, healthy, additive-free juices.

Innocent Drinks specializes in smoothies and other fruit and vegetable juice blends. Although they come across like a superior, healthy beverage option, a bottle of Innocent smoothie actually contains about 30% more sugar than a can of Coke.

It is interesting to note that Coca-Cola owns 90% of this company. As innocence implies honesty and transparency, the brand’s affiliation with this multinational corporation and the drinks’ suboptimal health ratings could pose a threat to Innocent’s brand authenticity.

However, the company is involved in a global project called the Big Rewild. Through its ambitious reforestation efforts, Innocent is able to offer an orange juice that is certifiably carbon neutral.

Tesla, as the Ruler

Sometimes it’s hard to distinguish between Tesla as a brand and Elon Musk’s personal brand. It’s the expression of a strong personality, but it could be dangerous, especially for a figure so eccentric and prone to hyperbole.

Take a look at my article on Personal Branding to learn more about that.

In any case, the Texas-based car manufacturer exudes an unmistakably strong Ruler vibe. Luxury and status are written all over it. And the word “Tesla” appears nowhere. Now that’s a strong brand. Like the Godfather, it speaks softly but packs a powerful charge.

What other automoble maker builds cars without their name on them? That takes confidence. And audacity. But completely different from the type of audacity that drove Volkswagen to issue the classic beetle in every vibrant color of the rainbow.

No, the Tesla image is strong and subtle. And that’s part of how they command respect, even if Mr. Musk is not so subtle in his own presentation.

Unlike other green brands, Tesla doesn’t tout its commitment to the environment with visions of bees a-buzzing and flowers a-photosynthesizing. The fact that it’s an electric car is understood, and that speaks for itself.

And while sunny meadows might be enough to sell laundry detergent, Musk knows that a sports car needs to come out punching. Customers want power.

The nod to Nicolai Tesla also indicates an element of the Sage archetype, appealing to the electrical engineers and sundry science nerds. And that’s probably the aspect of their brand that appeals more to tree huggers, while the Ruler energy attracts the power-hungry racecar drivers like a mighty magnet.

Who gives a crap, as the Jester

An overview of brand archetypes would not be complete without a tip of the cone-shaped hat to the jaunty Jester. The goofiest of all archetypes, this one is not easy to do well. Ordinarily, it is reserved for the personal brands of characters like Jim Carrey and Robin Williams.

The Jester also crops up in particularly boring industries like insurance, where competitors are desperate to differentiate themselves in a crowded marketplace. Remember that Geiko lizard who’s always trying to sell you car insurance? Seems like they’re determined to make you think about anything OTHER than car insurance.

Toilet paper is another one of those unpleasant necessities we’ve grown to depend on. You could get grossed out or take it deathly serious. Most brands try and keep it light with some kind of Caregiver or Innocent mood. But why not have fun with it?

Who Gives a Crap is set out to save the planet, or die laughing. The company offers 100% recycled toilet paper and 100% bamboo toilet paper, always tree-free. They also donate a portion of their profits to buy toilets for underprivileged communities.

They don’t try and beat you over the head with doom and gloom messages about deforestation and climate change. Instead, they gently remind you that it’s ok to give a crap about the environment.

Strive for sustainable success

Ready to get started? Or curious to learn more? The Brand Strategy Workbook will give you a good starting point to answer some questions regarding your brand. And if you have any questions, feel free to reach out for a Discovery call or join our online community. It looks a bit confusing and overwhelming, but if you take it one step at a time, it all makes sense in the end. You got this! 

• Schedule a Discovery Call with Pacha
• Join our brand strategy Facebook Community: Balanced Brands
• Get professionally designed and curated content for your social media channels: Sign up for Social Stream

Dive deeper and take a look at these related articles.

• An Introduction to Brand Archetypes
• Adopting Brand Personas
• Speaking with Brand Voice
• Building Company Culture
• Issues with Ethical Marketing