I recently conducted a training for a group of sales individuals whose business motto is, to paraphrase, "being sustainable, green, and community focused." Naturally I asked them what exactly that meant for their business? After all, who isn't claiming sustainability these days? The responses I received covered all the usual bases-- we recycle, we compost, we donate to charity, we don't use a lot of paper, we consider ourselves to be pillars of the community. "Really?" I thought. "So how does that apply to me?" After all, I am a member of this same community, and while I, too, practice recycling, composting, etc., what makes YOUR sustainable business any better (more noteworthy) than the other sales team who is claiming the same thing? In other words, what I want to know as a consumer is how you are different than the rest and how that applies directly to me.

Which brings me to something that we all need to think a little harder on. As a branding consultant, when I hear someone describe themselves using words and phrases that are commonly used, my immediate focus is directed at how to make that common description something unique.

The first step in creating uniqueness out of the mundane is by giving a clear, common definition to the word you use. For example: Sustainable. What does sustainability mean? Careful, this is not asking what the media tells you sustainability means. How would you have defined sustainability 5 years ago? Pull out a thesaurus if you're having trouble:

Synonyms for Sustain: support, carry, assist, give strength, continue, carry on, maintain, preseve, conserve, perpetuate, retain, endure, uphold, verify, substantiate...

I distill the above synonyms into the following associated key concepts: healthy, natural, organic growth, long term vs short term, self-perpetuating, strong, patient, caring

Now, if you were to take any one of those words, like "maintain", and apply it to the way you operate your business, what examples for how you "preserve" could you come up with? Remember, in branding, story-telling is key. It's not enough for you to say "I run a sustainable business" and expect the consumer to latch on and believe you. But if you say "I run a sustainable business by maintaining healthy, long-term relationships with local businesses", you've just added a whole lot more meat to your statement, and therefore more value, and hopefully more attention.

Next on my list is to talk a little bit about being confident. After my morning coffee I can seriously spout at the mouth for a good hour or two with the most ingenious thoughts on modern advertising, branding, and marketing. Get me in front of someone who directly asks me what I think, and all of a sudden my ingenious thoughts get overridden by the safe zone of opinions. That never feels good. So something I practice, and tell my clients to practice, is just letting yourself be natural in your reaction to people's questions. There's absolutely never a wrong answer to your opinion. Your opinion is shaped by who you are and your life experiences, which naturally yield organic, unique-to-you opinions on everything.

When you can confidently, passionately, honestly share your opinions about life, work, and this world, you are expressing your true self. And that, my friends, is what sustainable branding is all about.