What is a business owner to do when business is slow? As we see in this example, the answer is often to branch out into new areas. Marks & Spencer, the well known high street London retailer, responded by adding a new online component to their business while stressing the important modern value of sustainability. This slight shift in branding may not be as obvious as a change in logo design or other dramatic alteration, but it can be just as effective in reaching new customer bases while retaining the old.

The retailer already had a website, but it was largely an orphan of the company. Marks & Spencer management decided to begin emphasizing this modern option. The website was relaunched last October to great fanfare. An expanded line of online goods and services combined with delivery all over the globe invited new audiences to experience this upscale retailer’s renowned quality. Particular attention was paid to usability, which is now rated among the best in the field. As a result, online sales leapt an astounding 32%, which is virtually unheard of in a shaky economy. This is far ahead of overall sales growth for Marks & Spencer, which was posted at less than a single percentage point.

Another key part of the Marks & Spencer brand is a renewed interest in sustainable and fair trade products and operations. With these issues popular in the UK, a company can benefit in huge ways from shrinking its carbon footprint. The company has begun educating customers about where their food comes from and how it is raised, which sets the high street retailer apart from much of the competition. Communication is an important part of green marketing.

While many companies offer a green option, Marks & Spencer has made an even stronger commitment by outright replacing many non-sustainable products. Over the past decade, the company has transitioned to selling only fair trade coffee and tea. Simple staples such as eggs are only available in the kindest, gentlest form. This fits neatly with the company strapline, ‘Doing the right thing’.

Tying into other brands can certainly help revive public perception of one’s company. Marks & Spencer has run a diverse number of cobranding campaigns, for instance encouraging customers to donate clothing to Oxfam stores and rewarding lower energy usage. This creates the impression that we are all in this journey to a cleaner planet together, with Marks & Spencer as a companion on the journey. As consumers embrace this friendlier image, retailers all over the UK are taking note.

Despite these positive changes and equally positive results, Marks & Spencer expects a tough year. The company plans to deal with the future the same way it has found success in the past: by appealing to its target market and maintaining a strong brand. Sometimes you don’t have to change your logo design or the way you do business to make your brand more relevant. As this example illustrates, simply focusing on key areas and educating your customers is all it takes.