How Brand Values Are Easier Established Than Done eBRANDCAST

One of the very first steps in the branding process is to clearly define your brand’s values. At eBB, brand values are an integral part of your brand’s core for a reason: because they help you connect emotionally with your target customers. They also give your brand’s identity clarity and meaning, and provide standards by which consumers can hold the brand accountable for its decisions. But the greater transparency brought on by eCommerce and social media, means that brands are now being held accountable in real-time.

Of course, this is exactly why we advise brands build from the inside-out, founding themselves in a greater purpose. But even with strong core values, leading with your core in marketing efforts is guaranteed to rub some consumers the wrong way. But what happens when your marketing actually violates your stated values? And how do you make sure your messaging accurately reflects your intentions?