The secret ingredient for a successful ethical brand

When you’re building an ethical brand, your business ethics should be front and centre of what you’re doing. But there’s another key ingredient for success. It helps build a bridge between what you’re doing and getting your customers on board.

That key factor?

Trust.

Why is trust so important?

It’s nigh on impossible to build an ethical brand without trust.

Conscious consumers place huge importance on the ethics of the companies they buy from. And they’re willing to do the research to inform their purchasing decisions.

But they also don’t want to spend their whole lives researching. We’re all busy, and constantly reading up on ethical credentials can be exhausting.

If your customers trust you, you become a natural go-to. They know your values align with their own, and they don’t have to do the research every time they buy.

Hello loyal customers.

So how do you build that trust?

Start with what’s important: your business ethics.

Traditional marketing is all about messaging, campaigns, reviews, PR etc. But consumers are tired of businesses who focus all their energies on trying to manipulate them instead of just doing the right thing.

So you should start with action: paying suppliers and workers a fair wage, reducing your emissions, instigating inclusive hiring policies, etc. ⠀

*After* you’ve started doing that, you should be open and transparent about what you’re doing. Give consumers plenty of information so that they feel empowered to make purchasing decisions that they feel good about. If you make it too difficult for them, they’ll probably abandon you in favour of another company. A company they know they can trust.

That’s how you build a brand with loyal customers, who can help you do your thing and make the world a better place.

Making a mark with certifications

A great way to back up your ethical claims and create trust in your brand is by gaining third-party certification. There are loads of them out there and different ones are relevant for different businesses – consider what might help make your business more legitimate.

Whether it’s B-Corp certification, a Fairtrade mark, or product-specific certifications, third-party verification is well worth considering.

Trust through ethical marketing

Sometimes, this can all feel good in theory, but you can be stuck on *how* to communicate your ethical credentials.

The ethical move campaign for more ethical marketing and have loads of handy resources to help you out.

When it comes to sustainability, check out the Green Claims Code to make sure you’re not accidentally greenwashing. It contains a checklist for quickly checking your eco claims are clear and honest.  

If you’re looking for extra help, an ethical copywriter like myself can also help you communicate your ethical brand through your marketing materials and build that all important trust! Get in touch if you’d like to organise a virtual cuppa and talk shop. Talking ethical business is my jam, and I’d love to hear all about yours.