We talked about marketing and sales in our previous discussions and brought in a lot of experts to help us put light on unclear areas. In today's episode, we will tackle an equally particular field together with Danny Ruspandini from Impact Labs. They specialise in rebranding, and we will discuss environmentally responsible ways of doing it.
Rebranding is usually rushed as everyone involved is excited and wants it done right away. Every approach depends on what needs to be done. Say you need something printed. The decision on who to pick would depend on who has the zero to the most minimal impact. Examples of these are companies using recycled papers which are now becoming common.
Or you can also find a supplier just down the road with a substantial environmental factor as the transport aspect will not be a great distance. There are different external factors, not just the paper you printed on. A good way is to find a way that can make these things longer-lasting and multi-use.
When products or a brand reach a particular level, people automatically connect to it. But the way they promote themselves is no longer on that same level. Like in Impact Labs, the computers and laptops used are entirely refurbished. There are no brand-new computers used to keep their business going.
They have to battle the wait because of the availability. If it is not near the area, they would have to search for a refurbished one with minimal transits. The clients that are drawn to their brand are the ones that believe in their cause. Those who accept the same social responsibility choose to work with them.
The usual size of the companies that Impact Lab works with is between 20 to 200. This would say that anyone can do this. A mistake seen by Danny is that most brands see sustainability as a product line, not a core value. It's like a clothing manufacturer that imports its products from other countries but still has one factory that uses good cotton, recycles, and does everything locally.
They use that particular factory as their flagship and claim they are sustainable and going green. But they are still acquiring the same products from their other sources. This is going to work at a DNA level and not just partially. Creating a single product and promoting the entire brand as being green is not being truthful to the cause.
Rebranding in an environmentally responsible way should not be seen only as a trend but as a social responsibility. Each of us should take part, no matter how small or big our efforts may be. Supporting brands taking part in this cause is a way to contribute to the betterment of our future.