As avid believers of better business, we spend a lot of our time researching and developing initiatives that aim to put humanity and values back in business. Our latest project is one such innovation.
Our strategy, development and creative teams have been collaborating for 12 months to develop the Conscious Brand Index (CBI) – an online assessment tool to help companies better live their values and fulfil their potential by following the principles of Conscious Branding.
The CBI reviews broad aspects of your company’s activities, covering interactions and experiences with all stakeholders, including employees and customers. This is consistent with our definition of brand in its widest sense and the fact that today your brand is your company and your company is your brand. Gone are the days of being able to design and control an external image or identity – brands that will endure into the future are those built from the inside-out.
The idea was driven by our commitment to empowering businesses to add real value to people’s lives. We live in a time where we have never been more connected, inspired or empowered. 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 and encourage short-term thinking.
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.
Use the Conscious Brand Index to review your brand and organisation against the 6 key indicators of a Conscious Brand:
The Conscious Brand Index tool is free for people and organisations to use for a self-guided journey. Having completed the CBI assessment, you will receive a number of relevant recommendations to improve internal processes and mindsets, along with sources of further reading. You’re also able to return to the Conscious Brand Index website for future re-assessment and feedback.
As our Director Luke says, ‘We wanted to create something really practical that will apply to any business. If you’re committed to running your business well, to doing something which matters, 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. And the more people who take advantage of it, the more businesses will live their purpose and values, which leads to positive change and a better world for us all.’