Springing into Green Branding.



I’m not an especially patient person—and often find myself wanting to leap ahead. Yet like the parable of the farmer who tries to tug at tiny, green shoots  in hopes that they’ll grow faster, only to kill the entire crop—the same is true for much in life. Especially branding.

As the head of a Minneapolis-based LOHAS (Lifestyles of Health and Sustainability) advertising and marketing agency, I find that the extraordinary process of building a brand is much like planting seeds. While brand architecture and strategy is being created through process, meetings, collaboration, refinement and data-weaving, for those looking in from the outside, nothing much seems to be happening.

Like seeds buried in dark rich soil, this is where brands take root. It seems that the fundamental and foundational aspects of branding take place below ground; yet provide all the essential components that bring forward the colors, text, brand ID, web presence, e-blast campaigns, direct response, print and web ads, brand voice, community and full-on experience that brings businesses to life.

So at this time of year, when the ground is still frozen, yet the light and longer days hold the promise of spring, remember to honor the below-ground time. Be disciplined about rushing the process. Allow the seeds you’ve planted so carefully and so strategically to work their magic before tugging at their shoots to bring them to the surface.

You’ll be rewarded as your brand comes into bloom.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.




About Lisa Proctor

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