Communicating Brand Values Effectively

When I started LMB Group years ago, I quickly realized that while having a great service was essential, our commitment to our core values truly set us apart. Integrity, sustainability, and community weren't just buzzwords; they were the foundation of everything we did and still do. This just reminds me of an impactful experience during the early days of LMB Group. We had a choice to take on a lucrative project that didn't align with our values or stick to our principles and risk significant financial gains. We chose the latter, and it was a defining moment. It reinforced the importance of staying true to our values, no matter the cost. There's an art and science to developing products, services, and a business. But what if you applied that same art and science to working in alignment with your values? Hear me out, this will get clearer. In business, the art lies in crafting unique ideas, designing appealing products, and telling compelling stories that connect with our audience. The science involves leveraging data, optimizing processes, and continuous improvement through research and development. Right? Right. Why am I giving you this backstory? Marrying the art and science of business development with our core values helps us create a cohesive and authentic approach that builds trust and loyalty among our stakeholders. For 14-plus years, we have waxed stronger because our business practices are not only effective but also meaningful and sustainable in the long term. Here's what you can take away from this for your brand or business: Applying the art and science of these values means: - Crafting a vision and mission statement that reflects your core values and guides your business practices. - Designing your brand to visually and conceptually represent these values. - Creating marketing and communication strategies that resonate with your values and connect authentically with your audience. It also involves: - Implementing policies and procedures that ensure ethical behavior and decision-making. - Using data to track and improve the environmental and social impact of your business. - Regularly reviewing and adjusting your strategies to stay aligned with your values, using feedback and analytics. It is a new week to integrate your values into every aspect of your business, so you can foster trust and loyalty among your stakeholders, and ensure long-term success and sustainability. This path isn't always the easiest, but it's the most rewarding. Staying true to your values will help your business flourish in ways you never imagined. #PurposeDriven #CEO #Marketing #Impact #SuccessStrategy #BrandBuilding #Partnerships #ThePathRedefined

Bridging Direct and Indirect Communication Styles in Global Teams: A Leader's Guide 🤝 🌏 Have you ever sent what you thought was a clear message, only to realize it was interpreted completely differently by team members across the globe? You're not alone. 💭 Imagine a Dutch supervisor giving feedback on a Brazilian team member’s proposal: "This proposal needs significant work." The Brazilian colleague, however, walks away feeling disheartened. 💔 Neither intended for this disconnect—both simply wanted to produce great work. 🎯 Here are four tested strategies I've seen transform global team communications: 1️⃣ Create a "Communication Charter" 📝 Work with your team to document and share each culture's typical communication patterns. Make it explicit: "In Germany, direct feedback is a sign of respect" or "In Japan, suggestions often come wrapped in careful language." 2️⃣ Use the "What I'm Hearing" Technique 👂 When receiving indirect feedback like "Maybe we could consider..." or direct feedback like "This isn't working," practice restating: "What I understand is..." This simple practice reduces misunderstandings in global teams. 3️⃣ Establish Multiple Feedback Channels 💬 Some team members may never speak up in meetings but will share brilliant insights via email or one-on-one chats. Give your team options – it's not about changing their style but creating space for all voices. 4️⃣ Model Flexibility 🔄 As a leader, demonstrate switching between styles. With direct communicators, be clear and concise. With indirect communicators, provide context and be attentive to subtle cues. Remember: The goal isn't to make everyone communicate the same way, but to build bridges between different styles. The most innovative solutions often emerge when diverse communication styles meet in the middle. 🌉 What communication challenges have you encountered in your teams? Share your experiences below. 👇 #GlobalLeadership #CrossCulturalCommunication #DiversityAndInclusion #TeamManagement #GlobalBusiness ______________________________ 💡 Turn Cultural Differences into Your Team’s Competitive Advantage! Ready to build a culturally competent team? Let’s work together to turn cultural differences into strengths! 🌐 Learn more about how Mastering Cultural Differences can help your organization thrive. 🎁 Click the link on my profile to book a complimentary session and discover how we can empower your team to thrive globally.

Over the years, I've discovered the truth: Game-changing products won't succeed unless they have a unified vision across sales, marketing, and product teams. When these key functions pull in different directions, it's a death knell for go-to-market execution. Without alignment on positioning and buyer messaging, we fail to communicate value and create disjointed experiences. So, how do I foster collaboration across these functions? 1) Set shared goals and incentivize unity towards that North Star metric, be it revenue, activations, or retention. 2) Encourage team members to work closely together, building empathy rather than skepticism of other groups' intentions and contributions. 3) Regularly conduct cross-functional roadmapping sessions to cascade priorities across departments and highlight dependencies. 4) Create an environment where teams can constructively debate assumptions and strategies without politics or blame. 5) Provide clarity for sales on target personas and value propositions to equip them for deal conversations. 6) Involve all functions early in establishing positioning and messaging frameworks. Co-create when possible. By rallying together around customers’ needs, we block and tackle as one team towards product-market fit. The magic truly happens when teams unite towards a shared mission to delight users!

Meetings aren’t for updates - they’re where your culture is being built… or broken. Meetings are key moments where distributed team members experience culture together. That makes every meeting a high-stakes opportunity. Yet most teams stay in default mode - using meetings for project updates instead of connection, ideation, debate, and culture-building. 3 ways to reduce meetings and make the remaining ones count… 1. Co-create a Team Working Agreement. Before you can reinforce values, your team needs to define them. I’ve spent hundreds of hours helping teams do this - and have seen measurable gains in team effectiveness. Key components: - Shared team goals - Defining team member roles - Agreed-upon behaviors - Communication norms (sync vs. async) 2. Begin meetings with a connection moment. Relationships fuel trust and collaboration. Kick things off with a check-in like: “What gave you energy this week?” Or tailor it to the topic. In a recent meeting on decision-making norms, we asked: “Speed or certainty - which do you value more when making decisions, and why?” 3. Make team values part of the agenda. Create a ritual to recognize teammates for demonstrating team behaviors. Ask the question: “Where did we see our values or team agreements show up this week?” And check in on where could the team have done better. Culture doesn’t happen by accident - especially when your teams are spread across time zones, WFH setups, and multiple office sites. Your meetings can become a powerful tool to build culture with intention.

Your culture is the invisible force that shapes how people feel about your brand. And it starts with your leadership — → The way you hire and train → How you embed values into your work → The processes you deploy → The way you demonstrate who you are …these subtle cues convey so much about your brand. Because in a world of copycat products and services… …culture is your secret weapon. It's the DNA that can make your company so special. Here's how to harness it: ↓ 1️⃣ Live out your values Don't just write your company principles on a mission statement and forget about them. Embody them. And actively reward team members who embody them. At Motto, we recognize when someone demonstrates our values through kudos, performance, bonuses, and other recognitions. Whether it's showing radical candor or going the extra mile, we celebrate it. 2️⃣ Rally around a Big Idea Every company worth remembering has a Big Idea that clearly and concisely defines their reasons for existing. Express this in big ways — how your company operates as a whole — and in small ways. For example, the way you end team meetings. We sign off with "Do big things" to remind everyone they're here to do exceptional work. 3️⃣ Embed your values in hiring Your job postings and career page should reflect your culture’s transparency and values. We, for instance, outline each step of our hiring process upfront. This helps us proactively recruit candidates who align with our values and can handle our high-performance environment (while screening out those who can’t). 4️⃣ Proactively invest in growth Each of your employees is an asset. Give team members chances to learn and teach others what they’ve learned. On Friday, we give one hour for our team to take classes and share their knowledge with the team. It builds their skills *and* confidence in leadership. 5️⃣ Use failure as fuel When you hit a wall, always see it as a chance to innovate and bounce back even greater. Embed this into your company DNA more than anything else. Your culture isn't just internal. It shows up in every interaction with customers, partners, and the public. So, nurture it carefully. The culture you nurture today is the brand you have tomorrow.

Is Your Brand Speaking the Right Language? Here’s How to Create a Voice That Truly Resonates (Hint: It’s more than just words—it’s how you make your audience feel) In today’s market, your brand’s voice is everything. It’s not just about the tone; it’s about the emotional connection you create with your audience. But how do you craft a voice that doesn’t just sound good, but feels right? Here’s a framework to help you build a voice that speaks to your audience on a deeper level: 1. Tap Into Your Audience’s Emotions Before you can speak their language, you need to understand their feelings. What keeps them up at night? What excites them? Your voice should align with these emotions. Pro Tip: Conduct surveys, read reviews, and join conversations where your audience hangs out to uncover their emotional triggers. 2. Anchor Your Voice in Core Values Your voice should echo your brand’s core values. Are you innovative? Trustworthy? Empowering? Let these values shape every word. Try This: List your top 3-5 values and brainstorm how they translate into your brand’s tone and style. 3. Personify Your Brand Think of your brand as a person. What traits define them? Are they friendly, authoritative, witty, or compassionate? These traits will help you maintain a consistent voice. Hack: Create a brand persona that embodies these traits. Use it as a guide for all your communication. 4. Meet (and Exceed) Audience Expectations Your audience has specific expectations. Are they looking for expert advice or a more casual chat? Align your voice with these expectations without losing your brand’s unique identity. Example: If your audience values expertise, an authoritative tone might be your best bet. 5. Test, Learn, Refine Start using your voice across all channels and listen closely to the response. Watch for engagement, feedback, and shifts in perception. Remember: Your brand voice isn’t static. Be open to tweaking it as you learn more about what resonates with your audience. Creating a brand voice that emotionally connects isn’t about following a formula—it’s about knowing your audience and communicating with authenticity. Start with this framework, and you’ll be on your way to building connections that matter. Question: What’s one word that best describes your brand voice? Drop it in the comments—I’m curious to see what you come up with! ♻️ Repost this if you found it valuable—let’s help more brands find their voice!

Listen up, writing content in a brand's voice can take time to figure out. But there's a shortcut that makes it a little easier. Step 1: Figure out the movie and TV characters that embody your brand. For example, if I'm a brand that wants to be a millennial's quirky bestie, I may look at characters like: -Abed and Troy from Community, a little out there but always up for helping -Phoebe from Friends, a little wild, but always supportive and kind -Darryl from Crazy Ex Girlfriend, over the top loving, but also weird Step 2: Find a few clips that do a great job showing how they talk and react to different situations. If a friend did something amazing, how do they congratulate? If someone they know needs help, what's their response? If they are making an announcement, how do they frame it? Step 3: When writing, ask yourself "would that character say this?" It makes it more natural than trying to make something out of stale brand guidelines. Speaking of which... Step 4: Once you get more comfortable with it and develop the tone, update the brand guidelines (with approval) so they feel super realistic. We've got a social media writing guide that not only includes the characters and approved reference clips, but also a list of things they do and don't write. What character would your brand be?

I’ve had my eye on some of the most respected B2B brands, and I have notes. Best of the best companies out there are prioritizing 3 channels. That’s it. #1 They’re doing personal brand content (exec social) Execs sharing real stories and data their peers and juniors can learn from. This is a human building trust with decision-makers. #2 They have an editorial email newsletter Curated, industry insights relevant to their audience delivered straight to their inbox. And a means to share flagship content — which is #3. #3 They produce flagship content (deeply-informed, deeply-niche, long-form assets) A comprehensive customer case study, an expert interview series, a never-before-published playbook—you name it. These are premium assets for these companies. Once these three formats take off, they’re all connected. → Social drives newsletter subscriptions. → Newsletter promotes flagship content. → Flagship content captures qualified leads. → Email nurture turns leads into demos. You in no way have to launch all three formats right away. Start with one, hit your goal metric, and then kick off the next with a few guiding principles to keep in mind along the way: • Treat your content as its own product, NOT as a vehicle to market your product. • Pick topics that make your market-of-one better at their job. • Unique insights + unique voice + unique packaging = unique content Not MORE content ... just MORE CONNECTED content.

When I was 20 years old, I took 100+ Australian students to Shenyang — a city that borders North Korea & Russia, and also the capital of industrial China. Even though I am ethnically Chinese and fluent in Mandarin, I had my first real culture shock. It was my first time working with the local Chinese. I couldn’t understand when people danced with their words in a roundabout way, their deference to hierarchy, the layers of nuance in what 𝙬𝙖𝙨𝙣’𝙩 said. And over the years, as I worked with varying cultures across APAC and the US, I have come to see the differences of working in high vs low context environments. When we don’t appreciate the cultural differences in how others convey and interpret information, we are more likely to misunderstand them. In Erin Meyer’s book, The Culture Map, she describes high and low context as depending on whether there is an assumption of shared context and understanding. High context cultures communicate in implicit, subtle, layered and nuanced ways, whilst low context cultures are more explicit, straightforward and concise. Interestingly, this is often clustered by language type along a spectrum. Low context languages are predominantly anglo-saxon, with romance languages being in the middle and high context being the asian language cluster. Then within each language cluster, it depends on homogeneity of the culture and length of history. It’s easy to then understand why companies with global teams often have varying challenges communicating in these different styles. If I could go back and give advice to my 20 year old self, here’s some things I would have done differently: 👀 when working with a high context culture like China, use effective listening, observe body language, and ask open-ended questions to try to interpret the meaning behind the words ✍🏻 when working with a low context culture like the US, be clear and to the point. Communicate explicitly, and pay attention to the literal meanings of words, with strong emphasis on written communication 🤝 when working together with different styles across cultures, mutually design and agree on a communication framework, and be held accountable to it What has your experience been with working with different cultures?

Still relying only on Facebook and LinkedIn in 2025? You’re limiting your growth and your visibility. Most brands today still post on just one or two platforms and expect breakthrough results. But the way people consume content has changed. In 2025, your audience isn’t just scrolling one feed, they’re moving across platforms, communities, and devices. If your brand isn't following that behavior, you’re already behind. Here’s why sticking to just one or two channels is a risky move: ✔ Different platforms attract different audience mindsets ✔ Cross-platform content builds authority, visibility, and trust faster ✔ Some of the highest-converting communities aren’t even on social media ✔ Being early to underused platforms gives you a competitive edge Want to know where your ideal customers are spending time now? Here’s a list of platforms brands are leveraging in 2025 to reach new audiences: ✔ LinkedIn – B2B content, thought leadership, high-value organic reach ✔ Facebook – Still strong for community and ads, especially local targeting ✔ Instagram – Great for visual brands and stories that connect ✔ YouTube – Long-form trust builder; best for search + evergreen content ✔ TikTok – Fastest growing for virality and top-of-funnel awareness ✔ Threads – Emerging for real-time thoughts and unfiltered voice ✔ Pinterest – Underrated for evergreen traffic and eCommerce ✔ Quora – SEO-powered answers that drive traffic long-term ✔ Medium – Authority-building platform for deeper articles ✔ Reddit – Niche goldmine for authentic, engaged conversations ✔ Substack – For turning followers into newsletter subscribers ✔ Discord – High-value private communities and loyal audiences ✔ Telegram – Direct, high-engagement messaging for loyal followers ✔ WeChat – Dominates communication in Asian markets ✔ WhatsApp – Personal, direct engagement for service-led brands That’s just the beginning. There are 30+ platforms shaping buyer decisions today. ✔ If you’re serious about visibility ✔ If you want your message seen by more of the right people ✔ If you want sustainable growth this year Then it’s time to diversify your presence. Not every platform will be the perfect fit but staying in one corner of the internet won’t help you lead your industry either. Want help deciding which ones make sense for your brand? DM me “EXPAND” and I’ll share a breakdown of the best platforms to start with, based on your industry, goals, and content strengths. Let’s make 2025 the year you stop playing small and start showing up where it counts.