The Importance of Values in Branding

What are you dead serious about? In Patagonia's video "What's Next," Yvonne Chouinard's declaration, "Not a lot of people understand how serious we are about saving the planet... We're dead serious," struck a profound chord. His act of writing "Earth is now Patagonia's only shareholder," in the process of transitioning the business to a nonprofit trust, went beyond mere words. This action was more than just bold – it symbolized a groundbreaking shift in business ethos, where living out a core belief becomes the primary metric. This moment reinforced the need for leaders to think about brand and business building in a radically different way. The Core Belief: Your Business's Heartbeat Look at brands like Patagonia, Apple, Tony's Chocolonely, and Allbirds. They're not just selling products; they're embodiments of a belief that drives every aspect of their operation. Their success isn't from better marketing; it’s a direct result of aligning every strategy, decision, and act with their core conviction. Beyond the Conventional: Courage to Commit True success in today's marketplace is about more than chasing trends, customers, and sales. It's about the courage to fearlessly commit to your core belief. It’s about asking yourself, "What is my company's authentic heartbeat?" and then having the bravery to let this belief guide every move. Profit: A Byproduct, Not the Purpose Yvon Chouinard's words perfectly capture this ethos: 'As for Patagonia, the brand has an estimated value of $3 billion. It sells more than $1 billion in outdoor clothing and gear and brings in over $100 million in revenue per year. Yet, the goal was never profitability.' This highlights that a business's true essence is its dedication to a core belief and profitability is a result. Challenge to Lead with Conviction It's time to rethink how we build brands. More than logos and campaigns, brand building is about conviction, purpose, vision, and behavior that have the power to create deeper meaning and loyalty. Your Turn: The Crucial Choice Consider what truly drives your brand. Are you deeply rooted in a core belief, or caught in the currents of conventional marketing, pursuing metrics that miss the essence of true significance? Remember, lack of authenticity can slow growth by up to 50%. Brands that establish an emotional connection with customers outshine their competitors by 85% (Forbes), a testament to the power of genuine belief over routine tactics. Are your actions a true representation of your core belief or just conventional business and branding practice? Real distinction comes from embodying your convictions in every decision, a choice that transcends mere strategy. This moment is not just for contemplation but a critical juncture. Will you opt for the familiar or boldly commit to a belief-driven journey? The path you choose now has the potential to redefine your brand's future. #BelieveFearlessly #Branding #Belief #Strategy #Profit #Growth #Marketing

Articulating your brand's values is an important exercise. You should know what your values are, and your people should, too. Here's the rub: Your brand's values are not what you say they are. They're what you actually do. Your values are what you PRIORITIZE. Mark Manson does a fantastic job writing plainly and honestly about the truth about values: what we want them to be, and what they actually are. If you say fitness is a core personal value but you regularly skip the gym, it probably isn't. If you say innovation is a core brand value but you're hesitant to take a bold brand risk, it probably isn't. If you say sustainability is a core brand value but you're not working on reducing your use of single-use plastic or your carbon footprint, it isn't. Here's the other rub: People have excellent bull***t detectors. Employees and customers alike. They don't need you to be a saint about what you and your brand stand for — they just need you to be honest. Great brands are transparent about what their real, honest-to-goodness values are. And it's usually a limited set: No more than 3 or 4 core values that they prioritize above all else (If your number is larger than that, you probably stink at prioritizing.) So, get self-reflective: What values do you prioritize over everything else that influence your brand decision making more than anything else? Those are your brand values. #brand #values #brandvalues #brandbuilding #createabrandtheylove

Too often we focus on developing our organizations without applying that same effort into building our Professional Brands. Steve White says it best, “Think and act like a business.” Similar to a business, your brand has value that speaks for you when you’re not in the room. Professionals today must be strategic in cultivating their Brands. It's not just about what you do, but how you're perceived. To succeed in this endeavor, consider these three pillars: 📍Brand Mission: Start by defining your purpose. What unique value do you bring to your field? Your brand mission should be clear, inspiring, and aligned with your passions. It's the driving force behind everything you do professionally. Stay committed to it, and let it guide your choices and actions. 📍Brand Values: Your values are the core of your brand. Identify the principles that matter most to you and reflect them consistently in your work. Authenticity is key here. People are drawn to individuals whose values align with their own. Ensure that your values shine through in your interactions, decisions, and content. 📍Brand Voice: This is how you communicate your brand's essence. Whether you're writing emails, posting on social media, or speaking at an event, maintain a consistent tone and style that reflects your brand personality. It should resonate with your target audience and reinforce your mission and values. Remember, cultivating a Professional Brand is an ongoing process. Continuously refine your brand by seeking feedback, staying up-to-date in your field, and adapting to changes in your industry. Ultimately, a strong Professional Brand can open doors, build trust, and pave the way for meaningful career opportunities. Check out Steve’s article 📰 in the COMMENTS below. ⬇️ . . . #professionaldevelopment #personaldevelopment #personalbranding #careers #leadership #corpdad

The Power of Stories: Shaping Beliefs and Identities In a world overloaded with information, the compelling simplicity of a story stands out. Stories have a unique ability to resonate with us, not just as a source of entertainment but as a tool for understanding and connection. They allow us to identify with problems, protagonists, and even antagonists, providing a lens through which we can view and understand our own lives. Think about the stories that have stayed with you. More often than not, they're the ones that offered a clear message or moral, like the parables used by Jesus. The story of the Good Samaritan, for example, isn't just a narrative; it's a lesson in compassion and neighborliness. The reason these stories are memorable isn't just their narrative flair but their ability to convey complex ideas simply and memorably. In the context of branding, a story becomes even more critical. A brand is, in essence, a story - a promise, an expectation, an experience. It’s what people feel and think about your company. You might declare certain values or commitments as part of your brand, but if they are not reflected in your actions, the dissonance creates its own narrative. This inconsistency can lead to a story of disappointment or mistrust, overshadowing your intended brand message. What’s more, word-of-mouth, one of the most potent forms of marketing, is essentially storytelling. When customers share their experiences, they’re telling a story, and these stories have the power to shape beliefs far more than any official brand statement. They bring experiences to life, making them relatable and memorable. Stories are more than just tales; they are a fundamental part of how we perceive, learn, and remember. Whether in teaching morals, building brands, or sharing experiences, stories have the power to shape identities and beliefs. They are the heartbeat of human interaction, the currency of our shared experiences, and a pivotal element in creating meaningful connections. Businesses must find a way to not just tell a story, but be a story themselves. Too often the untold story is just beneath the surface - hiding just out of view. The critical distinction a company has is often times covered up. Our drive is to help build businesses by uncovering the unique story that every business has to offer.

What if, instead of focusing on: - Generic content - Daily social posts - Mass outreach We zeroed in on: - Brand story - Brand values - Brand purpose - Brand positioning - Brand messaging - Brand experiences What if, this year, we dropped the need to be everywhere, offering everything to everyone. And got crystal clear on: → Who we truly are → What we do really well → Where we serve the best → Why it matters in this world → How it makes a lasting difference There are tons of examples to remind us that, when brands invest time in getting the brand strategy right - the story, the purpose, the positioning, the messaging - The result is marketing that consistently performs 10x better in the long run. P.S. This Nike ad below is a perfect example. Solid brand values consistently communicated through their marketing. To no surprise, the t-shirt that paired with this ad sold out within hours following Clark's record-breaking game.