Five Ways To Stay True To Your Brand's Unique Values
Sep 25, 2019
Brand authenticity is very important to consumers today, especially millennials. Staying true to your brand, valuing the customer, and showing that you care about more than your profit is now just as important as the products and services you offer.
Identifying your values is the first step toward maintaining authenticity. From establishing your four core principles to communicating your values to new employees during training, the key is being consistent across every level of your organization.
1. Stay True To Your Authentic Culture
Create an authentic culture and an authentic brand will follow. Consistent branding is one thing, but staying true to the company's true character is what's most important. Don't just write a mission statement, live it. Don't just say you have core beliefs, abide by them. If you create a culture where living the values is part of the job, employees become your greatest advocates. Customer experiences improve when they see your employees living your culture, and then they become great advocates too! - Kerri Ward, IGS Energy
2. Reevaluate Everything But Your Core Principles
Identify your four core principles and write them "in stone." Continuously reevaluate everything else. You will not be the same company at 250 employees as you were at 25. Pretending to be something you're not, even if you once were, will come off as inauthentic. As long as those core principles remain, you have flexibility to evolve while staying true to yourself. People will always respect that. - Adam Coughlin, Dyn
3. Hold Yourself Accountable
Ask yourself, "What would the world be missing if my business didn't exist?" Hold yourself accountable to genuinely helping others through your work and your marketing. On your way to achieving your business goals, how can you positively affect someone else's life or livelihood? Stay rooted in your true brand purpose and why your company started in the first place. It probably wasn't to make shareholders rich, but to help real people. Keep that as your focus. - Amanda Brinkman, Deluxe Corporation
4. Communicate Values To New Employees
Ensure that you articulate brand values to your employees and empower them to be the face of your brand. At my company, we talk about our values throughout the recruiting process, and every new hire meets with our CEO to ask about the company, its values and its history. We trust our team to embody those values and cultivate authenticity when speaking or making decisions on behalf of the business. - Andrew Caravella, Sprout Social
5. Be Consistent On Every Level
Your brand voice and values should be consistent throughout everything a customer sees, even if it isn't marketing related. A good way to make sure your values have permeated the entire company is to review other customer touchpoints, like support tickets or operational emails. Do they feel like your brand and fit your values? This quick audit can help correct any spots that might feel inauthentic or off-brand. - Nadja Blagojevic, Reserve
POST WRITTEN BY
Forbes Communication Council