How Conscious Is Your Brand And Why Should You Care?

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A new tool has been launched to help companies analyse to what degree their brand, marketing, and other business processes function in a positive way. Created by Newcastle brand consultancy Mezzanine, the Conscious Brand Index is an online assessment designed to help companies better live their values and fulfill their potential by following the principles of Conscious Branding.

Jemma Bowman
Posted by Jemma Bowman

Nikki Wright, co-owner of Mezzanine sees Conscious Branding as essential for success in the modern business age.

“The business world is being rapidly reshaped as our value system changes,” Wright said. “Self-awareness is now essential for businesses as the demand for integrity increases and the brand gap narrows.

“Connecting purpose + business + brand is fundamental to engagement, innovation and sustainability. But it isn’t easy… Building a Conscious Brand is about engaging and nurturing the intrinsic values in people that will support lasting positive change – for your people, your business and your world. It’s better business on purpose, and it’s the way of the future.”

The Conscious Brand Index reviews broad aspects of a company’s activities, covering interactions with stakeholders, including employees and customers. This is consistent with Mezzanine’s definition of ‘brand’ in its widest sense and the conviction that your brand is your company and your company is your brand.

Companies can also create surveys and invite employees to contribute to an assessment of the company, allowing for greater impartiality and awareness.

Wright added, “When companies act with purpose and conviction, they build energy around them. Positive culture and energy will magnetise your brand and enable you to make real change. 

“When you know what you believe in, your story and message are concentrated, your team is motivated, and the right customers will feel a strong connection to your brand. It’s human nature, belief is the thing that binds us together and compels us to advocate for something.”

Keen members of Conscious Capitalism Australia, Mezzanine are advocates of the global movement supporting leaders to reframe the way they do business; focusing on the true purpose of their organisation. Conscious Branding refers to the process of harnessing that higher purpose, over and above profit, and communicating it in a way that positively engages and serves the needs and desires of people.

“We live in a time where we have never been more connected, inspired or empowered,” Wright continued. “But we have enormous issues facing us as a society.

“Decades of prioritising profit has left us valuing wealth, social status and conformity – the very things that impede change. The world needs more purpose-driven businesses and values-led leaders to step up, innovate and drive change.”

The Conscious Brand Index tool is free to use for a self-guided journey, or Mezzanine also offer consultancy and workshops to guide companies in building Conscious Brands. Having completed the CBI test, users are encouraged to work to improve their scores and those of their industry as a whole.

A number of relevant recommendations are then provided to improve internal processes and attitudes, along with sources of further reading and examples of Conscious Branding in practice. Users are also encouraged to return to the Conscious Brand Index website for future re-assessment and feedback.

“We wanted to create something really practical that can apply to any business,” said Luke Burrell, director of Mezzanine.

“If you’re committed to running your business well, to doing something meaningful, to changing the status quo, then Conscious Branding, and the Conscious Brand Index as a first step will accelerate how you can do that. It can help any business.

“The more people who take advantage of it, the more businesses will live their purpose and values and deliver positive change.”