Claims and Certifications: What do They Mean and Who Cares?

 

 

Consumer-facing brands are always in a race with competitors to catch people’s attention quickly. Boasting about certifications like ‘USDA Certified’ or ‘non-GMO’ can be enticing to make explicitly clear, but it may come at a cost if not put forward wisely.

“Your certifications, which ones you pay for, expense money toward, should be the one’s your customers care about,” Jeff Hilton, Cofounder of BrandHive said.

BrandHive is a Utah-based marketing and public relations firm for natural products industry. Hilton was a session speaker at SupplySide West in Las Vegas, a health and nutrition conference.

Hilton sat on a panel that sought to clarify the differences between claims and certifications and provide advice to brands on the strategies that are actually care about. He also explained that brands have an obligation to be honest about their branding, or they could actually turn away customers.

“There’s nothing worse than what we call greenwashing, right? Which is when you’re pretending to be something that you’re not, and it actually destroys consumer trust,” Hilton said. “So, I think we have an ethical responsibility to be open with consumers about the certifications and how we honor those.”

What can also happen as brands make their certifications a focal point is a loss of message. He believes this is a strategy that misses the mark.

“I think a lot of brands mistake the certifications for their message. Your certifications are not your message. Your certifications support your message, so you’ve got to figure out what is your story, what is your message and then use the certifications to enhance that,” Hilton said.

Follow us on social media for the latest updates in B2B!

Image

Latest

Construction of the HPC Data Center is Prime Destination for AI Progression
May 17, 2024

As digital infrastructure continues to evolve, the strategic development of data centers is crucial. A recent update from Applied Digital celebrates the progress of the company’s HPC Data Center in Ellendale, North Dakota, positioning it as a pivotal player in the advancement of AI technologies. Highlighted in this special video is the HPC Data…

Read More
Nick Phillips of Applied Digital talks community engagement
Community Engagement is Key for Companies Aiming to Support and Impact Local Communities
May 17, 2024

Corporate responsibility is under the microscope but Applied Digital readily stands out for its positive impact on local communities. As part of the broader discussion on community engagement and economic development, there are several things companies can do to contribute to local prosperity. For a special episode for Applied Digital, Nick Phillips, EVP of…

Read More
Ellendale HPC Datacenter
Ellendale HPC Datacenter
May 17, 2024

The shell of our groundbreaking Ellendale HPC Datacenter is nearly complete! With each panel and beam, we’re closer to launching a hub with unmatched AI capabilities, designed for high-density computing. Watch as we shape the future of AI infrastructure

Read More
Sunstone Partners’ 2024 planning and strategy
Sunstone Partners Offsite 2024
May 17, 2024

Sunstone Partners’ 2024 planning and strategy meeting was held offsite in Calistoga, CA this year.  During the event the team bonded in fun activities like wine making and fantastic meals.  On the business side, there was reflection on the significant accomplishments of the team for the year, as well as focusing on upcoming goals…

Read More