When you run a sustainability-driven business, you can face an uncomfortable tension between the goals and ethics that underpin your work and the less altruistic task of marketing your business. Influencing customer perceptions is pretty much the definition of marketing, but the line between promoting your eco-friendly selling points and greenwashing can sometimes be a little too fine.

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Very few businesses take the time to document a company voice, even though it's one of the key elements in brand identity. Make no mistake, branding isn't just for big companies; even the smallest operation needs to actively manage its brand.

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