A genuine brand is the public replica of private values.
As individuals we learn to trust others when the fundamental values we hold sync with theirs. But when that trust breaks down, we question, and often limit, the relationship.
Similarly, the values embedded in an organizational brand are revealed in its programs, products, sales people, channel partners, service reps, advertising, websites, and social media. They hint to your customers and the broader world who you really are. They are an indication of the foundation of your brand.
That’s why the strongest brand building work starts with (1) an understanding of core values of its leaders and the values demonstrated by the organization; and (2) its vision of the future
The power to build lifelong customer advocates is derived from your values as leaders and your ability to drive associated behaviors through the organization, out the door, and engaging customers with similar values on your “front porch.”
It’s shared values that create trust and reliance between people, and that provide the glue between people and the brands they love.