Feeling grossed out by some marketing right now?
Do you know your values as a brand? You know, the ideas and beliefs your business stands for? (Don't worry if not, there are more than 1 billion search results for "how to work out my brand values"; it would seem you're not alone).
I don't think I have ever witnessed more companies try and engage with their audiences by spruiking their brand values, than right now. Covid-19 has forced businesses to get super clear on the messages they're putting out there and, since a huge volume of people have put a pause on spending on products or services, businesses are choosing to promote their brand values as a way to build connection that, in time, may lead to loyalty and conversion.
It may be the big banks who are coming out strong with messages of "community" and being #InThisTogether. Or, the global insurance companies who refuse to reduce people's premiums, but will happily promote being #ThereForYou during a 30-second ad break.
Cynicism aside, I think this emphasis on values-led communication is actually a good thing. Anything that forces brands to consider what they wish to stand for is good. That said, one thing I do wonder about — for big and small businesses alike – is how much their brand values align with their internal operations.
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Yes, internal.
One of the first things I ask anyone I work with — whether global corporate or one-person startup — is what they're values are. What we then dive into is how well these values align externally (i.e. with how they operate their business with their customers / audience) and internally. While often the brands can reel off a list of ways these values are present for customers / clients (such as charity partnerships, campaigns and marketing messages), when it comes to how they live up to them internally, I am often met with guilty faces.
It's all very well to say you're all about "empowerment" or "diversity" and shout about inequality and sexism in your brand social media posts, but do you also have domestic violence leave and zero tolerance bullying policies in place? Do you have a space for women to pump and store breastmilk? Does everyone at your work look and sound like you? Perhaps "family" is a value of yours and you promote this heavily in your marketing, but when it comes to your personal life you're often putting work ahead of quality time with your own family. Or, perhaps you sell products that are all about friendship and besties, but allow a toxic work culture to exist between your staff.
Some of the best examples of internal value alignment I've heard of recently were from Melody Ehsani, one of my all-time favourite brands out of the US. The accessories and apparel brand is famous for its female empowerment slogans and diversity in representation. Founder, Melody Ehsani, while being interviewed on the The Call podcast, admitted that she believes that, "gossip is the number one destroyer of unity". She has a no gossip policy and any employees found to be gossiping about anyone else — whether a customer who has walked into their shop, a celebrity or a fellow staff member — are fired immediately. Ehsani also values equality, including financial equality. She has a salary cap for all senior employees of the company, including herself. "I see my business as a micro society" she said, a place where she can cultivate a community that truly lives up the values they preach.
How well do your brand values align with the way your business operates internally? It's one thing to know your brand values, quite another to ensure they are lived up to internally, as well as externally.
When I was growing up, my eldest brother had a poster on his wall that read, "If you don't stand for something, you'll fall for anything". Knowing what you stand for as a brand and genuinely living up to that is the key to building connection and, ultimately, brand loyalty, pandemic or no pandemic.
If you need help with this, a good place to start is my Values Checklist freebie, which will walk you through how to choose your values. From there consider ways in which you're showing up to that value both externally (to clients / customers) and internally (to staff, contractors, yourself as the business owner). If you want to dive deep into this, consider booking in a 1:1 laser hour session with me here.