On one level, a brand and its values should have always been the foundation which enables a company to effectively engage with all of its stakeholders. On another, a brand and what it stands for is increasingly the only way that a company can differentiate itself in markets which are becoming increasingly commodified and price driven.
But it has to be genuine and authentic – and establishing those two key foundation attributes will result in trust.
The digital age should enable a brand to reach out to the customer (existing and potential) more effectively and efficiently. How ironic then that while technology has provided so many channels, the sheer volume of ‘noise’ has meant it has never been harder or more complex to market and communicate effectively.
And arguably, is there any point in a brand being highly visible if people don’t have a sense of what it stands for, especially when the zillennial generation expects to see not just a set of values but how the brand lives up to them?
Their influence means that companies can’t tick boxes any more, or engage in facade-ism. A brand not only has to stand for something but needs to demonstrate its values.
In a series of papers leading to publication of the Brand Relevance digital book commissioned by us, business owners and marketing professionals share their thoughts.