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How often do we say on other forums to make sure we start with the consumer, not our own ego? The brand relationship now belongs to the consumer, not the other way around. We as brand owners are no longer responsible and can no longer dictate the terms of the brand relationship. Knowing this, it is imperative that you begin the process of developing your brand values ​​by immersing yourself in the values, vocabulary and lives of consumers.

Start by answering four key questions.

1. What brand values ​​can we have?

Heroic credibility is about the willingness of brands and executives to commit to and then represent a set of values. To do this, you need to develop a mission statement and set of values ​​that are believable and believable. They are your brand's DNA. They are your reason not to make more money.

The Levi Strauss values ​​“originality, integrity, empathy and courage” serve as a guide for everything that the company does. Originality determines the product development process. Integrity determines its sustainability policy. Empathy fosters employment practices and relationships with the communities in which the company operates. And courage drives action on social issues.

Choose values ​​that are authentic to you, that you can believe in, and that are believable to others. Make sure they are closely related to the products and services you offer. Choose values ​​that you are passionate about. When your values ​​are at the center of your personality – deep in your DNA – they guide your daily actions as well as your strategic decisions. Stand up for your values ​​in the long term.

Are you wondering what values ​​should we have? Which values ​​determine who we are?

2. Do we want to do more than just make money for our shareholders?

The year 2019 marked the turning point for capitalism as we have always known it. As the Business Roundtable stated that the purpose of doing business should be to add value to customers, invest in people, deal fairly and ethically with suppliers, support the communities in which they did business, and create long-term value To generate for the shareholders, he determined the final nail in the coffin of the shareholder primacy. The BRT endorsed the view that companies must adhere to a higher purpose and demonstrate that commitment in everything they do. You need to incorporate it into your planning, strategy, and actions. The Business Roundtable confirmed the importance of heroic credibility. Make it one of your guiding principles now.

3. How will we attract and retain the best talent?

Companies like Levi Strauss & Co. are enduring proof that if you want to attract the best and the brightest and then keep them, you have to be a value-driven company, shaped by heroic credibility. In the past, such companies were the exception, not the rule. However, if you want to attract the best talent today, especially Millennials and Generation Z, you need to offer them more than competitive pay. You have to offer them a job with a purpose.

The lesson here: In order to succeed and thrive in the second decade of the 21st century, make it clear to potential employees that you are a company that is driven by your values ​​and is committed to heroic credibility.

4. How can we avoid the pitfalls of brand militancy?

Don't get involved in social or political causes unrelated to your brand, product category, or story. Just because you have a board member who is passionate about something or a viral campaign urges you to take a stand on a social or political issue doesn't mean you do it. If you do, you may see short term gain, but in the long run you will lose your customers' support and revenue will suffer.

The responsibility of heroic credibility

The concept of heroic credibility begins with the belief that companies must do more than just meet the financial goals of their owners or shareholders. They have a responsibility to invest in their people, to deal ethically and fairly with their suppliers, and to support the communities in which they do business (Paraphrase of the Business Roundtable's new corporate purpose). Heroic credibility takes the concept of stakeholder responsibility one step further. Heroic credibility is about the willingness of brands and executives to live by a set of values. Heroic credibility is about value-based leadership.

Contribution to brand strategy Insider By: Paul Leinberger and Stephen Denny, authors of the new book Unfiltered Marketing: 5 Rules for Regaining Trust, Credibility and Customers in a Digitally Distracted World (Career Press)

At The Blake Project we support clients from all over the world at all stages of development. define and articulate their brand values. Please email us for more.

Brand Strategy Insider is a service from The Blake Project: A strategic brand consultancy specializing in brand research, brand strategy, brand growth and branding

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