Customers and prospects are deluged with information – Tweets, email, ads, Facebook, direct mail, news, etc. etc. Today, your communications needs to be consistent and create an impression.
It’s more important than ever for businesses to build a brand that reflects their values. It may be something simple like quality or technological expertise. But companies are working to convey values that connect with their customers. “Sustainability” is one example. It has increasingly become an important value for consumers — and something they look for in the companies they do business with.
My first schooling in ‘sustainablity’ was provided by the Chief Sustainability Officer at UNH. (See cool video we did with him here:
Sustainability is important to the operation of that university. It reaches far beyond recycling and smart energy use. It includes a close look at local resources, their measured use, and their advantages over resources from far away. It includes art and culture, believe it or not.
UNH is committed to sustainability and they ensure that they communicate that. It’s part of who they are. It makes a difference to many of their customers (i.e. students). It may not be what you’re about. But it is important to consider what sets you apart. What is the impression that your communications provide. It’s important to make an impression today. It’s easy for customers and prospects to overlook you entirely.
