in her words

I’ve begun preliminary research on a branding strategy for a new solar paneling business. As much as I believe in the concept of “going green,” I struggle with branding a business as such. I do think that the concept will stick around for the long run, but eventually the commonly heard phrases associated with being environmentally-friendly will be trite and overused (if not already?).

Argo, how do you create a branding strategy for a business that’s main goal is to promote energy efficient power without sounding too trendy? I wish I could answer this with confidence, but I’m still trying to figure it out myself!

1. Stay away from a logo design that is too trendy. This article from LogoLounge shows some of 2008′s most trendy logos. Of course, it’s easy to be influenced by the current trends in logo design, but you don’t want your logo looking dated only a few years after spending big money on your branding.
2. Differentiate yourself from competition. David Airey’s Ecomatrica logo is a great example of how to create a logo that reflects an earth-friendly image, without looking like every other “green” logo out there. Rather than using shades of green, which is reflective of many other earthy logos, he used shades of blue; thus differentiating Ecomatrica from it’s competition.
3. Be creative with your name. Is the goal of your business is to promote a cleaner fuel? Is your new product an environmentally-friendly shopping bag? Well, name your company or product something that will stand out from all the others out there. NatureWorks, LLC created a new product called Ingeo – and I think the name defines so much. I immediately think “ingenious” “geographic” and “green” without any of those words being in the identity. Get creative with your business name, make it memorable and unique, it will be stuck with you for a long time!

Can you think of any other recommendations for branding an earth-friendly business?