Where do I begin?

When we are faced with a plethora of global issues related to climate change, it's hard to know where to start. Let's transform this feeling of overwhelm into a catalyst for positive change. Start by looking inward and identifying what you can change in your life.

What is a sustainable life?

The Oxford Dictionary defines sustainability as “the avoidance of the depletion of natural resources to maintain an ecological balance.”

The Three Pillars of a Sustainable Future

A sustainable life isn't just a trend; it's a holistic approach to building a better future for ourselves and future generations. Imagine a world where your everyday decisions have a positive impact on the environment, support a flourishing society, and contribute to a robust and stable economy. That's the power of embracing sustainability's three interconnected pillars: environmental, economic, and social.

These pillars are like the legs of a stool – they need each other for balance. Environmentally conscious practices lead to cleaner air and water, which benefits communities and encourages a healthy, active lifestyle. This, in turn, fosters a more vibrant local economy and a stronger sense of shared purpose.

A Broken Balance and a Call to Action

However, the balance between humanity and nature is currently fragile. Over the past few decades, we've witnessed the alarming consequences of unsustainable practices.  Extinction rates have skyrocketed, oceans are choked with plastic, and climate change is accelerating. Pollution threatens our health and disrupts vital ecosystems.

The good news? We have the power to reverse this trend.  Sustainable living isn't about radical changes; it's about conscious choices.  Being aware of our impact is the first step. Every action counts, from reducing our reliance on single-use plastics to supporting local businesses.

What Legacy Will We Leave?

The future depends on the choices we make today.  Do we continue down the path of environmental destruction, or do we become the generation that turns the tide?  By embracing sustainable practices, we can create a greener, more equitable world for ourselves and future generations.

Unveiling Sustainability: A 4-Part Exploration

Sustainability is a holistic approach to building a better future for ourselves, our planet, and our communities. This exciting 4-part blog series delves into the three interconnected pillars of sustainability: environmental, economic, and social.

Throughout this series, we'll embark on a journey to:

• Define and Deep Dive: We'll unpack the meaning of each pillar in the context of sustainable living and sustainable entrepreneurship.

• Interconnectedness in Action: Explore how these pillars are intricately linked and how actions in one area impact the others.

• Real-World Impact: Discover how these principles shape our world, from individual choices to business practices.

Get ready to gain valuable insights and practical tips for integrating sustainability into your life and business endeavors. By understanding these interconnected pillars, we can all become responsible stewards of our planet and build a brighter future for future generations.

Let's take action together. Join us on this journey in Parts 1, 2, 3 and 4!

HOWEVER, you can choose to implement eco-friendly changes after you start your business, it is just easier if it is at inception.

The best thing to do is map out all the eco-friendly changes or initiatives needed to incorporate sustainability into your brand strategy.

You want to make sure that anything you choose to add, take away, or change, is in line with the brand you have set out to create.

It important to note that

1. you might not be able to afford all these changes at the same time

2. because of innovations in technology, you cannot expect the same bulk price discounts you would get from conventional suppliers.

So together let's make this list.

For those of you reading this, note that this list is in no way a standard in sustainability to rely on. Depending on what your business is, you will incur different costs, different types of materials or ingredients, deal with shipping decisions, deal with energy usage, and whether you want to invest in a brick and mortar.

If you are looking for a more customized guide for your business to incorporate sustainability across all facets, or you require a specific plan of action for your brand, contact us today. If you are just dipping your toes into the pool and want to see what general options are out there, keep reading.

Incorporate Sustainability into your Brick and Mortar

We will do one that sells products and another that sells food as a service.

PRODUCT RELATED QUESTIONS TO ASK YOURSELF:

1) How can you decrease the amount of packaging on the product you are selling on the shelf?

2) Can you work with suppliers that do not provide any packaging on their products and who can send you a of box unpackaged product?

Speaking of shipping, more than likely, you will have some sort of e-commerce business.

Shipping has a large carbon footprint due to the materials involved in the packaging, but also the resources involved in delivering that item to wherever it is going.

You also have to keep in mind that if you are using some sort of packaging that is compostable or recyclable in your area, it might not be compostable or recyclable in your customer's location. Try to go the route of biodegradable as well as minimal packaging to help with this notion.

Other things that can lead to waste might be a product that breaks or a product that is shipped by accident. Depending on the break, you could still sell the product at a very low rate, or maybe donate it if necessary. If the wrong product is shipped, the customer should be credited on their account, but due to the carbon footprint of shipping, you should tell them that they have the option to still keep the product and can find another use for it or resell it locally. It's not only better for the planet, but it's a proclamation of your values if you explain your reasoning.

Any contracts that you get that involve suppliers should always be accompanied by a list of rules that must be followed pertaining to shipping an order so that you can keep your total carbon footprint in check and minimal. Every person involved in the chain of operations needs to be aware of your environmental priorities and be on the same page for a harmonious outcome!

Food sourcing, production and waste are important considerations

Food waste is a major problem, there is no denial here. It's wasted at grocery stores, it's wasted where it is imported, it's wasted at home, and naturally, it is wasted in restaurants. So how do you decrease food waste in restaurants? It's tricky right because you could order lesser amounts, but then the price might be higher per unit, and maybe you run out?

However, what is wrong with running out of ingredients? Many of the nicer restaurants always order limited quantities to make sure they use up all of their product and there is no waste. It creates frenzy and the need to get there quickly. "Let me check with the kitchen to see if we have any more!" - this establishes the idea that customers should come early, call ahead, make a reservation. This is what you want. If you were known as the place that had infinite food, and thus continuous waste, you are not desirable and you blend in with the crowd. You are also causing a major disservice to the planet, and ultimately the people on it.

As for the cost- if it cost a little more, maybe you charge a little more and you explain that cost to your customers so they understand? While you're at it with decreasing food waste, you can also decrease the food you order that is out of season. You could prioritize local ingredients across your menu and have specials when things are in season rather than offering all things at all times to our customers. This does require more planning, more creativity, and more experienced workers, but it the norm most places in the world.

It is a very American notion to have infinite stuff at their disposal. The more you travel, the more you see that the rest of the world is not this way. There is less waste, there is less importing, there is less choice, there is more often dishes that sell out at restaurants. Another environmental impact is related to packaging. The more food you import, the more packaging comes along with that food, and thus packaging waste.

As for transport emissions- the more food that is not local, the farther it has to travel. Non seasonal food that is imported is picked prematurely, but still due to conditions on boats and in docks, it has been reported by multiple sources that roughly 1/3 of food that is shipped spoils during the journey and becomes food waste.

A big one to think about in a restaurant of any sort is your service ware. Now, many communities across the globe have began to phase out single-use plastic and Styrofoam items, but they are still replacing it with single use items that are only composted in a select amount of communities that have industrial compost, or "reusable" thicker plastic items that are still often discarded. The best option you can give is the option of for here or to go. Bring back the days when everything was on plates and in cups, where a dishwasher was actually a common job. Providing a for here option also often leads to customers ordering more items and building a connection with that place, because they spend more time there. There is a chance to build a connection with other community members and feel a sense of loyalty or gratitude, which often leads to more Instagram tagged photos of your food and your location.

While on the topic of better service ware options, are you able to offer refill or container return options so that you can reuse containers? Our client Protea Zero Waste Store offers refills and our client Koko Kai Coconut Yogurt offers container return options, which they reuse!

Other cool things we have seen to decrease waste from brands we love....

- Some subscription/ delivery services take back the box, ice packs, and any glass upon next delivery such as Farm Link - this a great option for decreasing waste. For any bags that are needed, they either use plant-based plastic bags or paper bags- never plastic.

- When making products to sell, source local ingredients. This is what our client Koko Kai does with their spices, and client Oahu Organics does with much of their skin care ingredients.

OK now for some things that all brick and mortar's will essentially have in common- energy use.

Every moment your store is operating and things are plugged in, you are using energy. You're using energy to power the lights, to control the temperature, maybe to keep your computer on, your cash register running, your kitchen going. In order to sort out how to help yourself with your energy usage, you need to get a good idea of how much energy you're using and what sources are consuming the most energy.

Did you know that when items are plugged in and not turned on, they are still using energy?

Check out this tool to help you with your energy monitoring.

Some things to consider off hand...

1. Perhaps you have big windows in your space and you get breeze, couple that breeze with a fan on hot days and eliminate the need for AC.

2. If you have enough windows, consider not turning any lights on except for on rainy days or when the sun is no longer out.

3. Maybe those windows backfire on hot days and it's just too much sun during certain hours, put up some sort of sunshade.

4. Maybe that sunshade is actually made up of plants and it is permanent to keep the space always cool.

5. Are you in a building with other tenants and together with your landlord could invest in solar

6. Can you switch out all your bulbs to be high-efficiency?

7. How about the efficiency of any kitchen appliances you have? This is a huge one. Don't chuck something that isn't broken, but if replacements are on the horizon, invest in something that will decrease your overall energy bills as well as your carbon footprint.

8. If you live somewhere cold, think of some better options for heating your space, such as space heaters, heat lamps, good, insulating windows, and nice carpet if you have a boutique.

To learn more about specific ways that you can cut your waste and energy usage, contact us today.

thanks for reading!

Since starting to work with Patrick, I will be the first to admit that I have become a coffee snob.

I have graduated from bulk ground coffee from Costco to whole bean coffee from Costco that I ground each day and put in a French press, to experimenting with pour-overs and only fresh-roasted coffee, to now investing in an entire coffee operation in my kitchen complete with espresso machine, incredible grinder, milk options, local topping options such as cacao nibs and Hawaii honey, and flavor options from Pono Potions! Am I happy with my obsession? Absolutely! It has made having a remote work space so much better!

Who is Kailua Town Coffee Roasters?

Kailua Town Coffee Roasters is a local Oahu roaster that uses beans from Hawaii and countries worldwide. Everything is roasted in 25-pound batches and tested meticulously. In 2023, they launched a new product: chocolate-covered coffee beans, collaborating with Manoa Chocolate Company.

However, this process was bound to happen because, through this working relationship, I developed a more profound love for coffee and an immense appreciation for the subtle differences in beans, roast profiles, and roast strength.

Work we have done for Kailua Town Coffee Roasters

Over the past year, we have created social media posts, reels, stories, and photo and video content for Kailua Town Coffee Roasters. We have also updated the website, helped locate and bring on new clients, promoted new products, and redesigned the logo! We also invited them to take part in the first PlanIt Branding Business clean-up—not to be the last!

What's next with this client?

After conducting an in-depth audit of their website and social media, we created a plan of attack for the social media, marketing, and website going forward. We hope to convert all the packaging to fully sustainable options and create new refillable bulk options for wholesale and local customers. We plan to integrate Kailua Town Coffee Roasters into more events and help them expand their presence in the community.

In a world where conscious consumerism is gaining traction, finding footwear that merges style with sustainability isn’t just a wish—it’s becoming a necessity. Enter CCILU, a trailblazing brand redefining the shoe game with a firm commitment to eco-consciousness.

The Eco-Friendly Footwear Revolution

CCILU has woven sustainability into the fabric of their brand philosophy. Their vision isn’t merely about creating stylish shoes; it’s about leaving a lighter environmental footprint while keeping your feet happy.

Materials Matter: Recycled Innovation

At the core of CCILU's ethos lies a dedication to using recycled and eco-friendly materials. From repurposed coffee grounds to upcycled plastics to innovative bio-based elements, their shoes are a testament to beautiful and functional sustainable design. 

Beyond Style: Comfort and Durability

But sustainability isn't their only forte—CCILU doesn’t compromise on comfort or quality. Their footwear doesn’t just look good; it feels good. It's about walking in shoes that are as comfortable as they are eco-friendly, crafted to withstand the test of time.

Transparent Practices: Ethical Manufacturing

Behind every CCILU shoe is a transparent manufacturing process. The brand champions fair labor practices and ethical manufacturing, ensuring that every step in the production journey aligns with their sustainability standards. CCILU is proud to hold certifications like B-Corp, Peta Approved Vegan, Global Recycled Standard, and more.

Stepping into a Greener Future

With CCILU, it's not just about selling shoes; it’s about pioneering a movement. They're setting a precedent for sustainable footwear, inspiring others to follow suit and encouraging consumers to make informed, eco-conscious choices.

Walking the Talk: Impactful Initiatives

But CCILU doesn’t stop at creating fantastic shoes; they're actively involved in initiatives that support environmental causes. Whether it's planting trees, reducing waste, or promoting eco-education, they're dedicated to making a tangible impact.

Your Step Towards Change

Choosing CCILU isn’t just about getting a new pair of shoes—it’s a conscious decision. It's an acknowledgment that style and sustainability can coexist. It's a step toward supporting a brand that’s making strides in the right direction.

Conclusion: Fashioning a Sustainable Tomorrow

In a world where every step counts, CCILU stands as a beacon of hope in the footwear industry. With their commitment to sustainability, they're not just selling shoes; they're leading a revolution—one step at a time.

Our work with Ccilu

PlanIt Branding is proud to call Ccilu a client. Being our first international client definitely posed some challenges when it came to language and cultural barriers, we well as time zones. However, over many zoom meetings, our teams were able to work together to produce new content and is in the process of fully redesigning their USA website and taking over their social media management.

More to come with this great brand!

Perhaps you've heard of keywords, but you probably don't know what they are, how to find them, or how to use them. Don't worry—we've got you!

Keywords are words and phrases people use to search for information online. As a business, your goal is to identify keywords relevant to your offerings that your target audience is likely to use in their searches.

Why use a phrase?

Because there are only so many words and brands competing with similar products worldwide, it's impossible to differentiate yourself and use keywords without a phrase. 

Examples of a keyword and keyphrase

Keyword: açaí 

Key phrase: best açaí bowl Waikiki

If the keyword you are optimizing for is açaí, you have to remember that in the digital age, you are competing with websites and social media accounts worldwide, not just your neighbors.

Do a simple experimentation search on Google for açaí. You will receive everything from information about the ingredient's health benefits to its origins, where to buy mix to make at home, and food establishments worldwide selling açaí. It's also safe to say that unless you've been around for a long time and have a top-optimizing website, you will never appear on a search result's first, second, or even third page if you use such a board keyword.

If you now search for the best açaí bowl in Waikiki, you will instantly be shown only places in Waikiki where you can get an açaí bowl. Your search results will now be based upon reviews, paid ads, ranking on review sites, links from alternative websites, and potentially the way you labeled your images. 

From the example above, you see how using a phrase rather than a word is the most direct way to narrow down your brand in search results. The same rationale applies to social media. You have to put yourself in the shoes of your potential customers. If they seek a product like yours to buy, what will they search for? Probably as specific as possible, to be honest. 

Website vs. Social Media Keywords:

You've hit the nail on the head here.  People's search intent differs between platforms:

Website Keywords: 

People on search engines like Google tend to use more specific, longer phrases to find information (e.g., "best smoothies on Oahu"). Focus on keywords with commercial intent, indicating a desire to purchase or learn more about a product or service.

Social Media Keywords: 

Social media users often use shorter, more conversational phrases or hashtags to discover content (e.g., "pink smoothie recipe"). Here, the focus might be brand awareness, engagement, and community-building.

Keyword Selection

Okay, so now we get into selecting the best key phrases for your business. The first step is a simple brainstorming session, as I mentioned above: What will your customers search for on a search engine or social media that could lead them to you? Write a list. You can then take these words into Google's free Keyword Planner to see how they rank.

Keyword Research Tools: 

Free and paid tools like Google Keyword Planner, SEMrush, or Ahrefs can help you discover search volumes, competition levels, and keywords.

Competitor Analysis: 

See what keywords your competitors rank for and consider variations on those terms.

Audience Research: 

Think about the problems your products or services solve and the language your target audience uses to describe those problems.

Keyword and key-phrase ranking:

This means that potential customers are utilizing that phrase on Google, but not many businesses have selected it as their keyword, so you are more likely to show up closer to the front of the pack. Remember, a search engine will also be taking social media platforms into account, so using those exact phrases on your profiles, descriptions, alt tags, and hashtags will help.

The one place I'd say not to repeat a search engine keyword in your social media is anything with "near me" or "by me" because you're often not using GPS on social media. Without a location, the "near me" means nothing.

Now, to get into the nitty gritty of things....

Testing and Selecting Keywords:

- Start with a Broad List: Use keyword research tools to generate a comprehensive list of relevant keywords.

- Consider Search Volume & Competition: Prioritize keywords with decent search volume but manageable competition.

- Refine for Specificity: Tailor your keyword list to different website or social media content sections.

- Track Performance: Use website analytics and social media insights to track the performance of your chosen keywords and adjust your strategy as needed.

Integrating Keywords:

- Website: Integrate keywords naturally into your website content (titles, meta descriptions of pages, headings on webpages, body text on webpages and blogs, image titles). Remember the image alt text!

- Social Media: Use relevant keywords in your social media captions, profile descriptions, and hashtags. Remember the image alt text!

Photo Labeling:

You're right about the science behind image labeling! Search engines rely on alt text to understand image content.

Here are some tips:

- Accurate & Descriptive: Use concise language describing the image content.

- Keyword Integration: Include one or two relevant keywords, but prioritize precise description.

- Lowercase & Underscores: Use lowercase letters and underscores ("_") to separate words and phrases.

- Hyphens Within Phrases: Use hyphens (-) within keyword phrases (e.g., "eco-friendly-swimwear").

Keywords vs. Hashtags:

Keywords are integrated into website content and backend data and used across various platforms. They help search engines find your content.

Hashtags are primarily used on social media platforms like Instagram, Pinterest, and LinkedIn. They categorize your posts and help users discover content through searches within those platforms.

Do you still have questions? Please email us or join our email list to receive a copy of our new Ecopreneur business handbook!

Earth Day is a powerful reminder of our responsibility towards the planet. While large-scale initiatives are crucial, even small businesses can leave a positive impact on the environment by implementing sustainable business practices. This blog post explores some easy yet impactful ways your business can contribute to a greener tomorrow, even if your marketing calendar is already set in stone.

To learn more about these topics, subscribe to our email list, and you will receive the first volume of our Ecopreneur's Business Handbook!

Recycling Right: It's All About Knowing What Goes Where!

Recycling is a crucial part of the sustainability puzzle. Here's the key: recycling the right things keeps our recycling streams clean and efficient!

Knowledge is Power: 

Before you toss that item in the recycling bin, take a quick minute to research what your county accepts.

No Bin? No Problem! 

If you don't currently have a recycling bin, contact your city. They can often provide one or point you towards the nearest collection center.

Now, these recycling tips are great, but you might be reading them thinking, "I’ve done most of these! I want more, something that I haven’t thought of. Open my eyes to what sustainability looks like for my company beyond the basics. "

Paperless beyond the obvious: unexpected ways to ditch the paper forever.

Ditching paper? We've all been there, done that. Laptops are a game-changer. But let's be honest, going green at work is about more than just ditching the notepad. Here are some tricks I've learned that have transformed my business into a paperless dream. (PS: We're not stopping at paper! Stay tuned for our next blog post where we'll delve into swapping out plastic and paper packaging for eco-friendly alternatives.)

Ditch the Paper Trail:

• Swap paper checks and invoices for online payment systems. You'll save time, money, and a whole lot of trees.

Paperless Perfection: 

• Opt for digital statements for all your utilities and subscriptions. No more overflowing mailboxes!

Conscious Printing: 

• Let's face it: sometimes printing is unavoidable. When it is, choose recycled paper and ensure your envelopes follow suit. Every little bit counts!

Read about more ditching strategies in our handbook!

While reducing paper waste is a great accomplishment, it's just the tip of the iceberg. When it comes to waste reduction, a significant portion comes from packaging. Let's explore innovative solutions that minimize this environmental impact.

Packaging Revolution: Swaps Promoting Your Sustainable Business Practices

Biodegradable : 

• Ditch plastic or paper and explore biodegradable alternatives. These options decompose naturally, reducing landfill waste.

Cardboard:

•  Packing peanuts and bubble wrap are bulky and not very green. Opt for corrugated cardboard instead. It's strong and protective and, once shredded by your customers, doubles as plant mulch. In a future blog post, we'll delve deeper into how cardboard functions as compost!

Repurpose & Reuse Champions: 

• Encourage your customers to be part of the solution! Inform them about the reusability of your packaging or how they can repurpose the shredded cardboard for their plants. This simple step promotes sustainability and fosters customer engagement.

Putting Your Money Where Your Mission Is

Going green isn't just about reducing waste – it's about aligning your finances with your environmental values. For me, this kind of investment is where I really began to understand how much eco-living is integrated into my life. Here are some ways to make your money talk sustainability:

Eco-Friendly Banking:

Ever Wonder Where Your Money Really Goes?

Think your bank account is just a safe-haven for your cash? Think again! Big banks use your deposits to make loans and investments, but where that money flows might surprise you. Here's the not-so-green truth:

• Fossil Fuel Frenzy: A shocking study revealed that the world's 60 largest banks have poured $3.8 trillion into fossil fuels since the 2015 Paris Agreement [source: Rainforest Action Network]. That's like finding many pipelines and drilling, not exactly helping Mother Earth.

This investment focus makes sense for traditional banks – it's about maximizing profit. But what if your money could make a positive impact?

Sustainable Banks

Enter sustainable banks like Aspiration. They prioritize environmental and social responsibility alongside financial return. Here's the difference:

• Clean Cash Flow: Aspiration is transparent about where your money goes. They invest in renewable energy, sustainable businesses, and initiatives that fight climate change. Your money fuels a greener future.

The numbers speak for themselves. Instead of funding fossil fuels, sustainable banks like Aspiration are:

• Investing in the Future: Imagine your savings helping build a wind farm or fund a clean energy startup. That's the power of sustainable banking.

Read our handbook to learn tips on how to keep your personal money liquid and invest it in green investments!

Let's be honest: not everyone has a ton of cash sitting around for green investments. But fear not! There's an influential way entrepreneurs can invest in themselves and the planet simultaneously: prioritizing sustainable business practices.

Going green isn't just a trend; it's a strategic investment in your company's future. By implementing these sustainable practices, you're not only minimizing your environmental footprint, but you're also building a solid foundation for success. Earning recognized environmental certifications showcases your commitment to the planet. These badges of honor become powerful marketing tools, attracting eco-conscious consumers who value responsible businesses.

Accredited Sustainability Certifications:

Demonstrate your commitment to the environment by partnering with organizations like:

• 1% for the Planet: Businesses donate 1% of their sales to environmental causes.

• B Corp: Certified B Corporations meet rigorous social and environmental performance standards.

We've explored a range of impactful choices you can make as a business to minimize your environmental footprint and contribute to a greener future. But remember, sustainability is a team effort. Your employees are your greatest asset, and their everyday choices have a significant collective impact.

Here are a few ideas for building a conscious community amongst your staff! To see more examples of how you can make your workplace more green and provide eco-incentives, check out the Ecopreneur Handbook!

Transportation Incentives:

• Public Transportation Subsidies: Offer financial assistance to employees who use public transportation to commute. This reduces reliance on single-occupancy vehicles and lowers carbon emissions.

• Bike-to-Work Programs: To encourage cycling, provide secure bike storage, on-site showers, and even bike-sharing partnerships. Offer bike maintenance workshops or subsidies for tune-ups.

Wellness & Sustainability Programs:

• Green Commute Challenges: Organize friendly competitions that reward employees who choose sustainable commuting options like biking, walking, or carpooling. Offer prizes for participation and for reaching milestones.

• Volunteer Opportunities: Partner with local environmental organizations and offer paid volunteer days for employees to participate in sustainability initiatives like tree planting or beach cleanups.

By implementing these creative and engaging benefits, you can empower your employees to make sustainable choices in their everyday lives, both in and out of the workplace.

Every Step Counts: Building a Greener Future Together

Remember, even small choices can have a ripple effect. By exploring these options, you're not just making a difference for your business but contributing to a global movement towards sustainability.

This Earth Day, I challenge you to take action! Implement just one green business tactic you learned here. Share your experience in the comments below. Let's inspire and support each other on this journey towards a greener future.

Assess the Landscape: Understanding Demand

The first thing you have to do when starting a business is understand who you are selling to, what the market for similar products looks like, and if it has a proven track record of success. Once you’ve done that you can see if it is an industry that could use something new and understand if there is more demand for the product you want to offer. 

Spot the Gaps: Craft Uniqueness

Amidst a sea of competitors, your brand needs to stand out. Look into other companies to leverage their branding and carve a distinct path forward. Identify what works for them and create an offering that will set you apart and resonate deeper. Lean into your brand's individuality and create a sense of uniqueness for consumers to find belonging in.  

Analyze Offerings: Create an Enhanced User Experience

Your competition’s website offers an abundance of insights for you. Map out what they are good at and where they fall short at. Pinpoint what excites you and channel it into a user-friendly, seamlessly organized experience on your site.

Crack the Engagement Code: Experiment for Impact

Examine their content strategies closely to find what sparks engagement within their clientele. Use this info to experiment. Maybe tailor your content, promotions, and contests to resonate louder and captivate your audience's attention.

Perfect the Pitch: Create a Superior Alternative

It's not about replicating; it's about elevating. Identify the gaps in the market as a whole and tweak, adjust, and innovate to craft a superior alternative.

Influencer Insight: Leverage the Right Ambassadors

Your competition’s influencer collaborations reveal a lot about their target audience. Do your research and find out what kinds of people they are collaborating with. Use the information you find to strategize differently. Choose influencers that resonate uniquely with your brand, forging authentic connections that drive conversions.

Strategic Pricing: Competitive Edge through Pricing

Sales and pricing strategies offer a glimpse into consumer behavior. Stay competitive but carve your niche by offering value that goes beyond price tags.

Messaging Mastery: Crafting Differentiation

Subscribe to your competitors' communications, but don't mimic—innovate. Send messaging that surpasses the mundane, speaking directly to your audience's desires and aspirations.

Inspired Innovation: Draw from Product Insights

Order their product and find out why people like it. Hold the physical product and let it inspire you to innovate, creating something distinct and groundbreaking that sets a new standard in the market.

Niche Targeting: Finding Your Unique Audience

Analyze your competitor’s  following and redefine your target audience. Cater to a different segment, speaking their language and fulfilling their unmet needs with precision.

Stay Savvy

I know starting a business can be daunting but remember you aren’t the first or the last to do so. By looking into other companies you can learn to unlock the power that comes with understanding your competition. From there you can decode, differentiate, and innovate to create a brand that doesn't just compete—it leads.

Your journey to market dominance begins here. Contact us today to start the conversation!

In 2019, Honolulu passed one of the strictest single-use plastic bans in the country. This was monumental considering Hawaii's lack of recycling infrastructure and a massive tourism industry contributing to the waste production and containment problem. From this ban, businesses that previously had never implemented sustainable business practices into their brand were suddenly forced to. From "by request only," to banning plastic bags and single use plastic service ware, this county law provided a major shake up in how Hawaii businesses operated.

This bill formed a new industry because, suddenly, there was an understanding and acceptance of a new and sustainable path forward. Protea Zero Waste Store, Hawaii's first zero-waste refill store, was born from this quest to decrease waste.

Education and Adjustment to Sustainable Business Practices

While this concept was not new globally, a level of education and an adjustment period were necessary for Hawaii residents. Since then, Protea Zero Waste Store has become a lifestyle brand, selling various plastic-free items and vintage clothing.

It has become a place to shop for everyday items and high-end, curated gifts that will open the recipient's eyes and minds to sustainability.

PlanIt's Initial Work with Protea Zero Waste Store

PlanIt's founder originally met the owner of Protea through working on the single-use plastics legislation. They bonded over the perspective of business and how marketing and economics needed to be addressed to make a smoother transition. We created a video on her story and the inspiration behind it.

Sustainable Brands Align in Mission and Creativity

Since making this initial video, we have enjoyed documenting or co-hosting multiple events and creating photo and video social media content.

It has been an empowering journey alongside Protea and from this working relationship, came a friendship. Working in a sustainable business can be taxing and discouraging. It's important to find other entrepreneurs who share your vision, mission, and values so you can serve as each other's cheerleaders in times of need.

We are so grateful to have met Lori and worked with her business. Of her work with us, Lori says,

"I have had and continue to have creative, positive, and inspiring experiences working with Alex and her team. She has been able to grasp the beauty, concept, and mission of our brand and translate that on camera on multiple occasions, whether that be film or photos, going above and beyond what I had even imagined. I really enjoy working with Alex because I am able to free flow ideas with her and every time we come up with something magical. Her vision is clear, work is high quality and everything is done in a timely manner. I appreciate her attention to detail and passion for perfection - that is why her work stands out above the rest!  I can't recommend her and her team enough!" 

Check out her website- where you can find many of the amazing eco-gift items she carries in the store. If you live in Hawaii or plan to visit, head over to Kailua, check out her store in person, and give her a follow on Instagram!

Don’t you worry content creators, all your work won’t go to waste!

Revive your old posts using these easy tips & attract new readers to your site!

Why Revive Old Blog Posts? The Benefits:

SEO Boost: Search engines love fresh content, and updating your old posts helps them stay relevant. This can lead to higher rankings and increased organic traffic (people who visit your site through unpaid search results as opposed to advertising sources).

New Audience Reach: New readers may not have discovered your older gems. Reviving them exposes them to a wider audience and potential fans.

Content Refresh: Information evolves, and your perspective might have too. Update outdated info, address new developments, and strengthen your arguments.

Show Your Growth: Revising and improving old posts showcases your progress as a writer and keeps your content consistent with your current voice and style.

Ready to Revive Old Posts? All You Need to Know to Succeed

• Identify Potential: Not all posts deserve a refresh. Look for evergreen content (content that is timeless and continues to provide value regardless of how old it is ) with valuable information, good engagement, or room for improvement.

• Update Content: Fix broken links, refresh outdated information, and add new insights based on current trends or your evolving expertise.

• Optimize for SEO: Update keywords, meta descriptions, and headings to match current search trends and practices.

• Promote, Promote, Promote: Share your revived posts on social media, in newsletters, and through internal linking on your website.

*Remember: Reviving old posts is not just about recycling content. It's about adding value, showcasing your expertise, and connecting with your audience in new ways. So, dust off those old gems, roll up your sleeves, and get ready to breathe new life into your blog! 

Once I learned about this updating my old content I started gaining a new appreciation for them. With so many ideas in the vault, this strategy has helped me learn how to use every thought I've had for the good of my site. Now I hope this information helps you repurpose and see value in all of your content.

Do you have any tips or tricks for reviving old blog posts? Share them in the comments below!

Behind the Scenes Look at Move with a View

Offering both in-person and online services, Amy strives to provide customized programs and guidance to her clients to help them reach their specific goals. What’s so amazing about her in-person services in her home? Her home is entirely off-grid! And if the weather is nice, she takes you to the nearby park or trail to continue your workout!

We’ve had the pleasure of working with Amy to take photos and create a website for her business, which you can check out here. We also had an insightful conversation with Amy about what inspired her business, the challenges she faced, and advice for other entrepreneurs that we want to share with you! 

To follow along with our interview and see some of Amy's sustainable business practices, keep reading below:

Motivation for this Sustainable Business

"After 30 years of sitting at a computer, my body ached, and my posture was atrocious. I was no longer able to sit or type for any length of time without horrible nerve pain down my leg or arm. I used my downtime during the pandemic to study body mechanics and get certified as a personal trainer and then as a Pilates instructor. So, initially, the motivation behind my studying and certifications was purely for my own benefit, but then I truly wanted to help others move their bodies better and become more pain-free."

Incorporating Sustainable Business Practices into a Service-Based Business

"I need various equipment for my Pilates studio and gym, so I always try to buy used equipment that is well-made and built to last on-island. It's more environmentally friendly to buy used rather than ordering something that requires additional resources, especially here in Hawaii, where everything has to be flown or shipped to the islands, creating an even larger carbon footprint for everything we order.

The energy for the studio comes entirely from rooftop solar panels. We make more energy than we need and send the additional energy back to the grid for HECO to power other homes and

businesses. 

Finally, I consciously decided not to sell branded merchandise (or any merchandise). Does the world need another branded shirt, hat, or towel? We (collectively) need to get a handle on our overuse of the earth's resources."

Business Struggles and Triumphs

"I immediately decided to go independent rather than starting out at a large gym or studio, so I didn't have the pipeline of clients I would have had if I had gone the big gym route. The independent route meant that I could do things my way, give more personalized experiences to my clients, and devote more time to them if necessary, rather than shuttling them out the door so I could move on to the next client. That more focused, individualized attention suits my personality, and my clients also appreciate it. So, while the ramp-up was longer, word of mouth from clients has allowed my business to grow organically and at a pace that suits all of us. "

Greatest Joys

"Meeting new people and being able to help them move better and feel better so they can continue to do the things they love - no matter how old they are."

Marketing Strategy

"Word of mouth is the best marketing method for a service-based business in Hawaii. The coconut wireless is better than any paid marketing. People want to do business with someone they trust, and that trust to try a new business comes through the experiences of their friends, family, and neighbors." 

Advice for Entrepreneurs

"For any business, make sure you have a good CPA in your corner and keep a close eye on expenses. Make sure you give everyone who comes to your business the star treatment. They should be made to feel special and that you went out of your way for them. You shouldn't be in a service-based business if you can't do that."

Move with a View is an example of a client that is service-based rather than product-based, but we could still work with them! Unlike many of our repeat customers with a business partially based on social media, Amy’s needs were one single project, and everything we created, including our content, was related to the project at hand.

If you are a client looking for one-time help rather than ongoing, send us an email! We are happy to help you in whatever capacity makes the most sense- as long as you share our vision for a sustainable, ethical, and equitable future :)

Fortunately, many of the popular apps we have all come to rely on for scheduling have become so much more- offering tips, trends, and analytics to aid us on our social journeys.

Additionally, many of these apps offer free online workshops, very informative emails with blog links, and cohesive trend reports. Below is a list of some of our favorite go to sources for learning more!

Free Resources

1. Later - a social media management tool with extensive influencer marketing and social media resources, webinars, and guides to keep your content creation skills up to date

2. Hootsuite - management dashboard for social media with free social media strategy and report templates so you can level up your online presence and effectively engage with your audience

3. Plann - social media content planner that offers free social media training and email updates on the latest tips to help grow your business

If you’re looking to deep dive into a topic and willing to invest some money, there are paid resources that you can explore as well. Based on recommendations or simply good marketing, there are a few we have considered trying and are worth checking out.

Worth the Investment

1. LinkedIn Learning - an online skill building platform with valuable courses, learning resources, and certification programs valuable for business owners and employees alike

2. Masterclass - thousands of online classes on topics spanning from business and writing to wellness and visual arts taught by reputable industry leaders

3. Coursera - online learning platform with courses, professional certificates, university degree programs, as well as some free courses to take advantage of covering an incredibly wide array of subjects

Additionally, as an entrepreneur, I can tell you how important it is to be inspired by fellow entrepreneurs- whether they are a circle of friends or other professionals out there simply crushing it. One of the easiest ways to get this inspiration is through podcasts! Listen while you drive, hike, clean, or even edit content.

Below are a few of our favorite podcasts that inspire and teach us new things!

1. How I Built This - the ultimate source for inspiration. Learn what sort of perseverance it took many of the founders to create the businesses we know and love

2. The Wanderlover Podcast - many targeted topics to help you where you might be struggling as an entrepreneur

3. How to Save a Planet - to learn more about the environment, different technologies, and more facts that you can integrate into your messaging strategy

We are always looking for more sources of inspiration, so drop us a line if you have recommendations for us to check out!

The Start of Oahu Organics

Oahu Organics was founded in 2018 by Melanie after she developed a skin allergy to sulphates, a commonly found ingredient in skincare products. She struggled to find all natural alternatives due to hidden product ingredients, so she decided to do her own research into skincare. Through her research, she created a simple, natural cleanser and moisturizer that started to heal and clear her skin. Wanting to share her creation with the community, she brought her product to local farmer’s markets and began collaborating with the farmers she met there.

Oahu Organics Now

Four years later, Oahu Organics now works with farmers across Hawaii, sourcing natural ingredients such as Hawaiian hibiscus flowers, moringa, and Hawaiian turmeric to create her nutrient rich products. The company now offers over 40 products and ships worldwide.

Oahu Organics continually pushes itself towards its sustainability goals, and in 2023, the company announced that they were 100% Reuse / Recycle / Refill on all products. They hope to achieve our accreditation as a zero waste skincare company before 2025.

Our Work with Oahu Organics

At PlanIt, we are grateful to have the opportunity to work with brands such as Oahu Organics and learn from the people behind the business. Through our collaborations with Melanie, we have learned her appreciation for having a great team alongside her that shares her values and understands her vision for the company. We asked her for any advice she would give to other entrepreneurs, and she shared that having clear goals- long, medium, and short-term, is incredibly important. Set a clear path to achieve those goals but be ready to adapt if you need to. And most of all, have fun and take the time to enjoy what you are creating!

Be sure to check out the Oahu Organic’s website to learn more about the company, browse their products, and learn more about the best skincare tips for your unique skin!

Need photo and video content?

Perhaps you have a clear vision for what you are looking for and we can help you to execute your vision , or maybe you just know you need help and it makes sense for us to do a social media, website, and competitive analysis to come up with a marketing and content plan for you- we have options to suite you where you are at!

Inquire today!

Many business owners might automatically think they need to hire a digital agency that focuses on SEO, and you totally can if your budget allows it. But you can also implement multiple strategies to help you with (SEO) Search Engine Optimization that actually aren't that complex and DO make a difference. There are also a few things you need to understand in terms of SEO before making unrealistic demands or expectations of yourself.

To break down a few of the basics, we will be discussing the following:

1. Text styles- what they are, how to use and why

2. Meta description. What to write and how it functions

3. Keywords- how to determine and test

4. Rank boosting- tips for this

5. Image labeling

Let's dive in!

Breakdown of Text Styles for your Brand's Website

You may or may not have noticed that you have the ability to choose the font and font sizing affiliated with your text styles on your web pages and when writing your blog- your paragraph, Heading 1, Heading 2, Heading 3.

Not only is this a stylistic choice to break up how a blog looks and make it more appealing to a reader, but its a way to create a hierarchy of headings on a page, which helps search engines understand the importance of different sections of your content, and thus impacts your SEO.

Paragraph Text

This is your body font. Pick something easy to read on a phone and a computer. This refers to the font, font color, background color, and size. Play around with some different options and ask trusted friends and family for feedback.

H1

Your heading one will be the most important and there should only be one H1- think of it as the title of a book. The Heading 1 will have the main keywords and subject matter and describe what the overall post is about.

Example: "Top 10 ways to make your small business more eco- friendly"

H2

Your heading 2 is the next most important, it describes the theme of the book and helps to break up content within the page. It should include some of the same keywords and relate to the H1. Any time a new topic or thought is introduced, there should be an H2 to let readers know what they are reading about.

Example: "Selecting the different aspects of the font for your brand's blog"

H3

Your Heading 3 is how you break up your writing even further and helps to make a page easier to scan and read on the quick. The time someone spends on a page impacts your SEO so you need to make the reading and scanning process as easy as possible.

Example: "font color selection"

Meta Descriptions for your Web Pages

Your description is what users see when they do a web search, so your primary key phrase should be here. Potential viewers will browse the descriptions of each link on the search result page prior to clicking, so make sure your meta description is relevant, catchy, and includes a call to action! Each page should have its own unique meta description that directly addresses the need of the reader. You have limited words, so be careful with your word choice.

Choosing the right Keywords for your Business

When trying to select your keywords, the first step is to brainstorm. If you were to describe your business in a short phrase, what would you say? If you want someone to be able to find you online, what would they look up that fits with your brand and target audience? Your goal is to find a unicorn- not overly saturated with too much competition, well searched online, relevant. We recommend you use Google's free Keyword Planner.

1) Popular but not over saturated (it helps to be more specific here, so "vegan food oahu", rather than simply "vegan food"

2) Rankable and doesn't have too much competition (if you look at the number of individuals searching for those keywords you'll see where it ranks, but you want to see how many businesses are also using those keywords in their marketing. Find a balance so that your keywords pack a punch)

3) Relevant so your intent matches your content (you would never have the keywords "vegan food Hawaii' if you sell plastic sandals, even if the keyword is a unicorn, that's not the only point to this!)

You need to rememeber to integrate these keywords as often and naturally as possible throughout your website and social strategy, where applicable. But don't go overboard- Google will flag you! Integrate key phrases into each blog entry and the title where you can! Make sure to include those labeled photos within blog as well.

Rank Boosting

1. Online Directories - Try to get added to any directories or listings that have to do with your type of business. You can do this by writing to them or even calling if you can find a direct number.

2. Uniformity - Make sure to have your URL correctly written on all social platforms

3. Direct links - Share your published blog posts on your LinkedIn and Facebook pages with direct links to the blog. Craft stories and Pins with direct links to URLs

4. Backlinks - Try to get featured in any rankings or blogs related to your industry and get them to link to your website. Similar to number 1.

5. Submissions - Try to write guest blogs on applicable blogs/websites

6. Schedule + Appeal - Spread out and schedule the release of your blogs to bring in more consistent traffic. Make sure they have compelling titles that will appeal to your target market

Image Labeling

Label all images based on the keyword phrases you choose as well as the content of the image:

Business-photographer-Hawaii_Digital-content-creator_Branding-photographer-Oahu_

01.jpg

It's a lot. We get it! So we are here if you have extra questions or need help getting started!

Good luck!

At PlanIt Branding, we firmly believe in practicing what we preach and doing our best to be good examples. We know no one is perfect, and we certainly don't claim to be, but if we continuously try to do our best, it will go a long way.

Here are a few things we try to do daily to "practice what we preach."

• Please bring a reusable bottle of filtered water and refill it when needed.⠀⠀⠀⠀⠀⠀⠀

• Make your coffee or tea rather than going out (unless your spot is "for here" and serve it in a reusable cup). You will save a lot of money if you do!⠀⠀⠀⠀⠀⠀⠀⠀⠀

• Buy and bring your service ware and straw (this one is more of a pain because you'll have to clean it and remember to pack it up again, but try anyway!)⠀⠀⠀⠀⠀⠀⠀⠀⠀

• Buy as many locally produced/grown foods as you can (cuts down on the impact of shipping and supports local businesses)

• Word of mouth is powerful. Tell your friends and post on social media if you purchase something local and eco-friendly so others can follow your lead.

• If you go out to eat, support a locally owned business that serves local, organic, plant-based food, or a combination of these!⠀⠀⠀⠀⠀⠀⠀⠀⠀

• Buy used when you can (eBay, Craigslist, Facebook marketplace, Plato's Closet, thrift stores). It's not just to save money. It also decreases waste and eliminates the impact of new production.

• If you can plan it out, walk/bike/take public transport to as many places as you can⠀⠀⠀⠀⠀⠀⠀⠀⠀

• BUY LESS + DRIVE LESS + FLY LESS

It's easy to feel hungry and grab something convenient and yummy. It's easy to need something for your home and buy it new from the cheapest supplier on Amazon Prime.

Maybe the goal isn't just finding the easiest and most convenient solution.

You can truly make a statement with your actions and dollars because the ways in which you choose to spend your money have a direct impact on the success or failure of different businesses and industries. If more people voted with their dollars, slowed down, and put more thought into the production, consumption, and disposal of the things they bought, perhaps things would be different.

LET'S TALK PROFESSIONALISM AND PERCEPTION

You know how you dress and act professionally when you go on an interview for an office job? You make a point of turning your “worst qualities” into positive ones, and you show just enough of your personality and passion, but not too much to be overwhelming? This is EXACTLY what you need to think about when creating your website.

Now for you’re Instagram, its quite a different interview process. Think of it like an audition instead. Imagine that you are going into a room of judges and you want the part of the prima ballerina, the lead in the play, the actor in the film. You are competing with so many other super talented and motivated individuals who all want that same role. Yet, somehow you have to outshine them. You don’t have much time to do that. The attention spans of the judges are short, their patience is short, and there are so many auditions to get through. But you push that aside and think, I should get this role, I’m the best for the part. This is the approach when creating and managing your Instagram feed.

Think about your audience

Often there are difference audiences, and if not, different mind frames while looking at a website vs. Instagram. On a website, someone sought you out. They are looking to see how legitimate you are. They are thinking, “Are you worth my money?” ”What do you stand for?” “What are all your offerings and how do you present them?” They want the facts, they want to learn, they want to buy, they want it to be simple, fast, and easy.

The audience of Instagram is an entirely different beast. These potential customers are searching aimlessly throughout the day, seven days a week. Sometimes with noise, sometimes on mute, sometimes alone, sometimes in a crowd simply out of boredom. Their attention levels vary. Their desire to literally be on the platform at all varies. They might go down a rabbit hole and spend hours searching or they might get annoyed and spend seconds. It’s harder to predict what they want and if they are getting what they want. So you just have to stand out. You have to show who you are, what you care about, and what you can offer. You can show your personality, your style, your values, and your role models.

This is you and your business on display, and if you’re lucky, something you do will resonate with someone who is searching and scrolling and clicking so much so that it warrants a like, a follow, a save, or maybe even click on the shop or website link.

Let's talk about Investment

When you are creating a website, you are ideally doing so thinking long term. This will cost money and time. It takes quite a bit of writing, thought, analytics, and SEO. But when you are creating your Instagram, it's not a one time thing-- it's essentially never ending. You have the chance to archive or delete things you no longer like. You can try out different styles, colors, and techniques. You can play and shift as trends, customers, and technologies change. It’s a chance to get creative and innovative and not be afraid to try because it wasn’t some massive preplanned, expensive e-commerce project. It’s a chance to interact with your customers and learn who they are and what they like. It’s a chance to learn about your competition and what they are doing. As you track your Instagram analytics, you alter your posting times, the type of posts you do, and what you boost vs. create as an ad. It’s a time for learning and growth.

Still have questions related to your approach to these two outlets as well as the mainframes of the customers visiting them? Contact us today for more info and a free consult!

However, since there are no set rules against greenwashing, it’s a rat race out there!

What is the deal with greenwashing?

I bring this article up because many of my clients and businesses I have seen doing great things for the planet don’t communicate this effectively. Many businesses use loose keywords, making their efforts harder to find and track. Sadly, they fall into the category of businesses to avoid due to greenwashing—even though they are great.

So, my purpose here today is to use this recent article to help good businesses make changes to their websites, messaging, and branding to avoid being blacklisted.

1. Sustainability information should be easy to find. If customers can’t find it on a Mission, About, or dedicated Sustainability page, they are urged to look elsewhere.

2. The business's actions need to be completely transparent, easy to understand, and specific.

3. Releasing too many items too often is airing on the side of fast fashion and also shows a lack of longevity in a product. It also encourages excess spending from the consumer, when instead, there could be fewer products made of higher quality and more expensive.

4. The ability to ask questions. If there is no FAQ, customers should easily be able to contact and receive a response.

5. Seek third-party certifications that are difficult to obtain and have a proven track record, such as B Corp or Fair Trade.

So that's the list to help businesses that are doing good things not get looped in with greenwashing brands. The problem is that many brands don't toot their own horn or have the money or time to focus on their sustainable messaging and brand identity because they are so busy with innovation and contributions.

PlanIt Branding wants to prevent these potential negative associations by helping these businesses.

Why tooting your horn matters

Remember that tooting your horn can be a good thing. In this case, you are doing it to be transparent about your ethos and operations.

You are tooting so that when consumers search websites, search engines, etc., to find the product you are offering or to find a product that matches their values, you show up.

The best thing to do besides blogging and taking to social media with your messaging is to create a dedicated Sustainability page on your website.

Think of your Sustainability Page as your heightened About Page.

You are communicating why you have made the decisions regarding your environmental impact. You can write about your feelings, issues you’ve identified, lessons you have learned, and hurdles you have tackled— all while on the path to get you where you currently are.

Tips for how to write and design your sustainability page

Here is your chance to explain the science, the charitable organizations you partner with, how your customers contribute to the world by purchasing from you, and how you are decreasing your business’s environmental impact at every step of the production and sales chain.

Make sure to include pictures that relate to what you are talking about. Link to organizations you work with or certifications you have achieved. You can use timelines; you can ask questions, and you can show your personality.

One thing we don’t recommend is adding too much information. This will slow down your website's speed, and some folks will lose interest. A way to still include all you want to include is to write a blog, or even multiple blogs, that deep-dive into specific topics. You can then link to your blogs from this page, which will help your SEO performance.

Your blogs can even explain programs and certifications, and those can link back to your Sustainability page and to whatever outside entity they are referencing. Again, this will help your SEO.

Regarding pictures, be conscious of the pixels so they don’t hinder web performance. At the same time, you want to ensure your photos are professional, impactful, and relevant to the topics you explain on this page.

Think about your call to action on this page. When a customer reads this, what do you want them to do next?

Have more questions? Feel free to email or shoot us a direct message on Instagram!

We approached Maki because we were impressed with her sustainable business practices and community contribution.

What stood out to me was that, for the most part, the focal point of all her up-cycled jewelry was objects found on the streets and shores of Kailua—sea glass, microplastic, flowers, and flower petals. To collect her microplastics, she holds or participates in beach clean-ups and collects the flower petals and sea glass herself.

Behind-The-Scenes with Leinaia

Maki began her business simply because she loved jewelry and making her jewelry. Her friends recognized her talent and asked her to create pieces, so she started taking orders and realized it could be a business. Officially launched in 2011, Maki began by selling consignment to five different stores in town. In 2016, she bought a vintage pink VW bus and created a mobile jewelry shop. Finally, in 2018, she was able to open her own brick-and-mortar for Leinai'a!

I wondered where the name came from. Leinai'a is a name that Maki created by combining Lei (flower Lei) and Nai'a (dolphin in Hawaiian).

The Story of Leinai'a's Up-cycled Jewelry

Maki never seems to take the easy road when sourcing her up-cycled jewelry materials and has always wanted to collect them. When she began, she used natural seashells from Hawaii and gemstones to make her jewelry. However, with time, she felt that she wanted to make something more unique and one-of-a-kind. This led her to visit Arkansas, climb a mountain, and mine crystals herself to turn them into jewelry. The microplastics and flowers I spoke of before came after the crystals.

After sticking with her idea for so long before opening a store, I was curious about her greatest lesson as an entrepreneur. "By always thanking our customers and those who support us, I will receive gratitude from many people," she tells me.

"If you could tell yourself something from the get-go, what would you say?"

"keep enjoying,"

What is next for Leinai'a

Maki is always adding cool new items or materials to her store, so I wondered what was next. "I adopted a puppy at the end of May and am planning to open a small pet fashion and toy shop in the backspace of my current shop." As dog owners, we are so excited to come visit and check everything out!!

An Entrepreneur Never Rests

Maki, it's that all the effort she makes comes back to her 100%. For anyone struggling to keep pushing with their idea or passion, hopefully, Maki's story of being unique, taking her time, and following her passion will inspire you!

Thanks, Maki!

It’s not just an idea that matters. You need the right name, look, and marketing plan to take your business from an idea to a functioning, growing brand. Read on to learn what we do!

Are you familiar with business terms like brand strategy, client acquisition, SEO optimization, but not quite sure what they mean and how they apply to you? That’s ok! It’s a lot to take in and a lot to learn. (Read our blog on these definitions) No entrepreneur is expected to be able to do everything and if they try to, chances are that they won’t do everything very well. It’s perfectly normal to seek help- whether from a mentor, an assistant, or an agency that you can outsource to.

At PlanIt Branding, we don’t provide you with an assistant per say, BUT through our paid consulting services and the brand culture of our business that prides itself on the idea of a like-minded ohana, we are able to act as a guiding mentor and a helpful ear. We also, of course, can serve as an agency to literally take those tasks off your hands with a level of expertise and professionalism that will only benefit your brand.

But let’s start with the basics.

1) What is a brand?

2) How do you create your own brand strategy?

3) What does it mean that we focus on brand building?

Your brand is what your business is all about and how you want to be presented to the world. You create your strategy based on the basis of your business and your target market. At PlanIt, we focus on all that goes into building your brand, from inception to scaling, we are here for the ride!

It’s easier to work with examples so here you go….

MARY AND HER SUNSCREEN IDEA (*** WE FULLY MADE THIS UP)

Mary always wanted to start a sunscreen brand that filled a hole in the market that she saw.

(Businesses are often most successful if they satisfy a need rather than simply capitalize on a current trend. Unless your plan is to create, scale, and sell!)

She did her research...

1) She had noticed that there were awesome looking packages of sunscreen on the market that smelled amazing, but were harmful to the environment and not great when it came to sensitive skin and clogging pores.

2) She saw some great clean products for the ocean, but they smelled horrible and often clogged pores.

3) She saw some that mildly addressed all her concerns, but the packing was in no way sustainable and they weren’t water or sweat resistant for all her outdoor activities.

Mary set out to create a reef safe sunscreen, that smelled amazing, didn’t clog pores, was water resistant AND was in a really attractive, refillable container with a refill product that was shipped in biodegradable packaging. (AMAZING RIGHT, SHOULDN’T MARY MAKE THIS???)

Mary was a chemist and it still took her years to perfect the actual product, and many more months to find sustainable packaging options- luckily some of her chemistry knowledge helped her to weed out the greenwashing packages and know what would truly be the most beneficial for the planet. But when it came to creativity, she was lost. She also knew that without the right packaging design, the right name, the right logo, the right marketing, the right website, in order words, THE RIGHT BRANDING, her incredible product would flop.

Sad truth- an incredible product can still fail if the brand quality doesn’t match the product quality. So what did Mary do? She found PlanIt!!

Mary shared her product with us. She explained why she created what she created. She explained the problems solved through her product. PlanIt could tell she cared about the planet and hadn’t failed to recognize that there are other factors (smell and effect on the skin) that are equally important for business growth.

The first thing to think about in terms of the branding was the name. What encapsulated Mary and her product?

Once the name was agreed upon between PlanIt and Mary, the next step was logo, followed by colors and fonts. Once again, what encapsulated Mary and her business, but this time, what ALSO fit with the newly chosen name of her business?

Next, what would the package label itself look like? Based upon her research, she had found the container shape and size that was the most eco-friendly. So now, how could the selected creative elements be turned into a label that fit nicely with the package that the sunscreen would come in?

Once those items were selected, the next plan was- figuring out where to use these branding assets and making a to-list of other things needed prior to product launch!

For the to do list, PlanIt told Mary to do the following:

1. Come up with a list of words and phrases that your target customers will input into Google that you hope will lead them to your website. Using this list of keywords, we will perform a keyword analysis

2. Web design. We suggest the following pages for your website > Homepage, About, Shop, Sustainability, Contact. Templates will be created for each of these pages with a list of questions to help us write the copy for each page. We will need responses to these questions in order to write the pages and the meta descriptions of each page. Keywords to be integrated across all aspects of the website for SEO

3. If Mary hadn’t already done a true SWOT analysis (strengths, weaknesses, opportunities, threats), competitive analysis, and target market research prior to product completion- NOW is the time! Now that Mary knows exactly what her product will be and how it will look, she is also able to better conduct her SWOT and competitive analysis. She can also look at what social media channels her competition is using and how effective those channels are in terms of engagement and popularity.

4. After the above analysis, there should be more fire under Mary and a greater understanding of what her brand will need in order to compete and stand out from the rest. Mary now needs to come up with a monthly budget for marketing. This will include paying someone to help her with social media and money to put towards Instagram ads.

5. Set aside an additional budget for website creation

6. Set aside an additional budget for content creation for your website, ads, and the first 3 months of your social media strategy

7. Once your product and website photography is complete, Mary is ready to set up her Instagram shopping and PlanIt can finish her website and launch.

8. Set up a sales plan for the next year to help with benchmarks and direction. For Mary’s product, this meant making a list of local markets where she could pop up with testers and product to sell. It meant finding local shops in her immediate area that would most likely want to carry her product and going in with samples and easy to process information about the science behind the product and the packaging. It also meant making a list of ideal channels of distribution- kinda like your reach schools when filling out college applications. No sales meetings or markets should be attended without having an Instagram set up, and ideally a website as well. There NEEDS to be a secondary way for customers to purchase besides that market or store.

9. Set aside a budget for video content. Remember that Instagram favors video and TikTok and YouTube Shorts are two of the best ways to attract more customers.

NOW for how PlanIt was able to use the Brand assets it created for Mary….

1. Make a list of Instagram highlight categories and design highlight covers in Canva

2. Make an Instagram friendly logo

3. Make and store a brand guide into Canva to be used on posts and stories

4. Map out the social media plan for the next month at minimum using the new content, and any specific promotions (sales, holidays, product launches, scheduled business announcements)

5. Create stories using the brand colors, fonts, and new images that correlate with the social media schedule

6. Make any other background and brand assets needed for pages such as Facebook, LinkedIn, Pinterest, Youtube, etc.

7. Create a plan for videos and the topics for each video so they have purpose. Shot lists, topics, and audience should be mapped out. Captions need to be written for any videos that will function as ads as well. The way the videos are filmed and any text on screens will correlate with the branding strategy

Ok, we won’t give away any more of our strategies or secrets BUT hopefully you get the idea of what PlanIt can offer Mary and how much work Mary actually needs to do as well, in order to make her business as successful as possible!

Contact us today if you identify with Mary and want to work with PlanIt! :)

The story behind Hawaii's only locally made yogurt

Aline, who has had 15 years of being a chef, is the momma of Koko Kai Coconut Yogurt. Over the years, she witnessed a significant surge in food intolerances. It became clear to her that there must be a direct correlation between the increase in processed and unhealthy ingredients and the rise of these intolerances. Simultaneously, she noticed that the market had started to shift with the growing demand for plant-based options. While plant-based alternative yogurts, milk, cheeses, and meats began to appear on the shelves, for the most part, they were still highly processed and contained lots of additives and questionable ingredients to make these products palatable and familiar.

Integrating Nutrition into Product Development

Nutrition has always been a significant component of Aline's cooking, and she wanted to incorporate that knowledge into her plant-based yogurt. The plan was to create a product with as few ingredients as possible full of live and active cultures to focus on gut health. With the help of their lab, they tested various combinations of cultures and amounts for the best results in flavor, function, and texture.

The Beginning of Koko Kai Coconut Yogurt

Aline and John began Koko Kai in mid-2020 amidst the pandemic. Starting with a grassroots approach of participating in farmers markets, they were able to directly engage and learn from their customers, as well as gain visibility in the Oahu community.

"Our goal has always been to make our yogurt available in as many stores as possible so we pursued the wholesale channel path for our product to be available on the shelves of major supermarkets throughout the state of Hawaii," Aline tells PlanIt.

A good business owner will consult their new and loyal customers for product feedback. Without this feedback, there is a block between business and customer, leading the potential of the product and the business itself to suffer. Kokokai's presence in so many markets allowed them to get consistent and varied feedback on their flavors, packaging, texture, etc. From this feedback, they learned they needed to adjust their best-selling Hawaiian Passion Fruit to show fruit at the bottom with real pulp and seeds and to make sure there were no added pectin, sugars, or fillers.

PlanIt knew that improving the look and feel of its packaging would increase sales and shelf space, so it worked with Kokokai to find local artist Kate Wadsworth to design four new labels and a new logo for their yogurts.

A few final questions for Aline...

What is the greatest lesson you’ve learned as an entrepreneur?

Running a business and particularly bringing to life a CPG company is extremely challenging. Our timing of the pandemic added additional challenges with the supply chain, delays, inflation, etc., but we learned to not give up even at low times, always thinking outside the box, never taking no for an answer. We always maintain the state of mind to focus on the solutions rather than the problems.

If you could go make a tell yourself something from the get-go, what would you say?

Be ready for this wild ride, you can only go forward and through it. Focus on the big picture rather than the day-to-day.

What’s next for your business or for you? Or both?!

3 years in, we are expanding our manufacturing facility in Hawaii, which will allow us to diversify, export and create new limited seasonal and limited release flavors. With that we are currently raising funds to get to phase 2 of our plan and Koko Kai 2.0.

THANKS ALINE! SO EXCITED FOR YOU!

What does this mean for you? It means you need to put your best foot forward when creating your website and social media because, more than likely, you'll never have a store, or if you do, it won't be/shouldn't be the bulk of your sales (unless you're a food business or in-person service, in which case the information in this blog won't all apply- SORRY!)

Gone are the days when we subscribe to copious magazines littered with ads and cable channels are covered in commercials. Now, we can often scrub forward when ads come on to our streaming platforms or pay to be ad-free. However, we cannot pay to be ad-free on social media, therefore, as businesses, we must take advantage of this!

According to Sprout Social, when looking at internal Instagram data, 70% of shoppers look to Instagram for their next purchase- meaning this is where people go to find purchase inspiration and discover new products.

What was once a feed of accounts individuals followed by choice has morphed into a feed of accounts that are paying Instagram. These posts must be consciously created and posted to fit into an algorithm so that you will see them. However, due to this algorithm, we are now able to discover new products and businesses we would have never seen otherwise. It's GREAT for consumers and expensive for companies- but it can also bring you a ton of new business and repeat customers.

If you choose not to pay for your images and videos to be distributed across social channels, you can go the route of influencer- but that still costs money and is in its way, an ad.

A Breakdown Of Instagram Boosts Vs. Paid Ads

Did you know there is a difference between boosting a post and creating an ad in Meta Suite? When you boost a post, you have to choose from something you've already posted, and if it's a video, it has to be something with original music that doesn't infringe on copyright laws. However, if you go through Meta, you can make a variety of dimensions (based on the platform it will appear on) and custom-create a message for that ad. It also won't appear on your feed, which is nice because you want your feed to appear more relatable and less salesman.

Check out our recent blog on how to test ads and see what's best for your target market here!

Now, let's chat about your website!

If you sell products online, I recommend you build your site on Shopify or integrate a Shopify plugin. Shopify is the ideal platform for e-commerce and is already linked to Instagram shopping. What does this mean? This means that in a few simple steps, you can transition all the product images from your website onto your Instagram store and, with it, have the ability to purchase products directly from Instagram via your Shopify account. You can organize your products into different collections and put effort into making your Instagram shopping look great. You can even allow for users to tag your products and attach them to your shopping platform if they are nice images.

If you DO have a brick and mortar, having a good website and social media is the surest way to get people to come in. It's a way to showcase your brand image, your values, and your style. It's a way to converse with your audience and to attract those who would not usually walk by your physical location. If your physical location is small, having a great website allows you to sell additional inventory and provide valuable messaging through a blog.

Lastly, investing in your website and social media, at least for an American business or a business in any major Western city, is a way to show legitimacy. It's a way to show you care about your product offering and are investing in yourself and your business.

Ready to invest in your business website? Contact us today to chat with our web designer!

Have a great website but your content in lacking on both your website and social- we offer website content packages or social media content packages, depending on your need.

We have new content package services starting in 2024, but now is the perfect time to start that conversation, allocate your budget, and develop a strategy with our team!