Strategic Branding

Summary

By crafting a recognizable and well-known brand, an organization allows for greater public exposure and ultimately increased education regarding the organization's cause. A great example of an organization prioritizing this building block is the Rainforest Alliance's Certification program. Since it's inception, the certification campaign has made visible branding a crucial component of their program. Through outreach and marketing campaigns, the Rainforest Alliance has associated their brand with sustainability. When a consumer see's the patented Rainforest Alliance green frog on a product in their supermarket, they can safely assume that this product has been produced according to a strict set of criteria.