Green and sustainable fashion is the hot new trend. Walk any fashion trade show and you’ll see the explosion of news labels jumping into the fray.

But to those of us in the know, green and sustainable fashion has to become more than just a hot trend, it needs to be a widely accepted business model if we ever hope to reverse the damage done by decades of fast fashion. But if we sustainably-minded fashionistas get our way, then every fashion label will eventually be green and sustainable. This creates a branding problem. How will your company create a unique identity in a sea of green?

The best branding offers you the ability to be distinct in your marketplace, and the ability to tell customers at a glance what your label is all about. With many new labels rushing to claim green status, many are opting for clichés in their branding, without realizing that so many others are relying on the same clichés, and become less distinct. Here’s a list of green branding clichés to avoid:

   

1) Avoid using the words “Organic,” “Green,” and “Natural” in your business name. This was acceptable for early entrants in the marketplace, but due to the explosion of companies using these exact same naming conventions, latecomers will have to distinguish their names some other way, by focusing on the mood of their collection, the personality of the designer, or the lifestyle of their target market. Plus, by using these words, are you making claims you may not be able to substantiate?

   

2) Avoid relying on shades of green as your corporate color, unless there’s a very strong conceptual reason. Green has been overused as a corporate color in the natural, sustainable, and organic category. What other colors can you use to communicate to your brand attributes? What colors express the attitude of your target market?

  

3) Avoid using a leaf as a graphic element in your logo or visual branding. The leaf has been overused beyond belief in so many logos for natural and organic products, and is no longer distinctive. What other visuals can you use to express the concept of your brand?

   

4) Avoid greenwashing your brand at all costs. When using words like “natural,” “organic,” “sustainable” and “fair trade,” in your communications, be very clear about what you’re actually claiming. Building a brand is about nurturing a trusted relationship with your customers, so it’s best to be as truthful as possible. Word of mouth is your most powerful brand-building asset, and it works best when your customers have something to rave about.

On that note, don’t forget to live your brand promise and be green and sustainable at every point of contact. Rethink your marketing so you’re not wasting paper. Using social media can be even more effective than print, and is better at establishing a connection. If you must use paper, use FSC certified, 100% post-consumer waste recycled paper whenever possible. Your customers will thank you for all the ways you are making a difference.

Those of you entering the green and sustainable fashion market now will have to think bigger about your brand and all the ways it can express itself, but that’s a good thing. The best brands make an emotional connection with their customers, and those who take the time to really engage their customer in a meaningful experience, as opposed to a one-way conversation, will far outlast the competition.
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Giannina Granata Silverman is a branding expert focusing on consumer products in the fashion, health and beauty, food and entertainment markets. For more brand image advice geared toward start-up fashion businesses, please check out her blog: http://fashionbrandingtips.wordpress.com/