There's a lot of talk about transparent, open & authentic communications nowadays. To me, the end goals of this discussion can be summed up thus:
Honesty in brand to the consumer
This is, of course, vital (and always has been). However, in a world where everyone has personalised their media channels to present only brands which act as abutments to their own views, this is increasingly the sine qua non of marketing.
It's not enough to simply state brand values - they have to be evidenced in how your company works, in what it delivers and how it delivers it. It's the mindset held by the owner(s)/board, it's who's hired and who's not, it's the culture built in the business.
Equally a company must be honest about the culture and values it has, and not state that they are different from what exists.
As I've said before, a brand is simply the emotions and memories a person has about your business. If you want to change your brand, you need to create new memories, and engender different feelings. The company must decide what it wants to say, and then say it with conviction.
A dialogue requires the brand to speak, and someone to listen. Some people will dislike what you're saying, regardless of what it is. It's better to have a position, to own it and be honest about it, than to stand for nothing. Consumers want to see brands that look like them. If no-one can see a piece of themselves in your work, no-one will want what you do.
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