The Good Business Charter is a national accreditation created to recognise, encourage and champion responsible business behaviour.

Capitalism. An economic system based on the private ownership of the means of production and their operation for profit.

By definition, capitalism is based on greed. And to date, it’s been easy for leaders who make more money to gain more power.

Inevitably this has led to employees being overworked, underpaid, unhappy, unrepresented and customers buying low quality products and services which harm the businesses who produce them and the environment.

Now, employers have a duty towards their employees and society as a whole to operate responsibly. We now know that ethically run businesses are more efficient, more motivated and more innovative than those that only care about the bottom line.

As an organisation in the third sector it was very important to collaborate as a team and also include members of the Good Business Charter in the strategy part of the branding process.

Brand Confidence® includes aligning strategy with messaging, behaviours and identity. So the process of rebranding the Good Business Charter included exploring their target market, competitors, tone of voice and how they communicate their 10 components of good business.

The new brand was created to amplify the important roles that consumers and job seekers play to recognise, encourage and champion responsible business behaviour.

You’ll see much more imagery that represent GBC’s primary audience as well as the introduction of colour to soften the brand’s appearance to consumers and give flexibility in how their brand is presented visually.

Good Business Charter CEO, Jenny Herrera said “Distilling our goals into a solid direction is exactly what we needed to enter our next chapter of growth and Danny was able to do it in a way that was collaborative with our team and our members. Our next chapter feels really exciting now we feel aligned and equipped for it.”