Let’s Talk: How to leverage company values in marketing to boost your chances of success

Every business has its own set of core values. So, how can it be used to help with the creation of business goals and marketing strategies?

According to studies, integrity, transparency, honesty, and inclusivity are all becoming increasingly important to today’s consumers. 

But…

What if we told you that by leveraging those values, you could help your company grow? 

The most successful companies understand that the goal of every business is to create value for customers, employees, and investors and that the interests of these three groups are inextricably linked.

In this week’s Let’s Talk, we asked experts to share their expertise on this subject, as culture and company values are the foundation of any business, regardless of size or profit.

Let’s Talk.

“All the marketing in the world can’t make up for a bad product and the same goes for company values. Unless you can walk the talk, it doesn’t matter how well you market those values; they’ll be inauthentic and flunk out instantly. So, what can you do?

“Know without a shadow of a doubt what your company values are and communicate them often to both internal and external stakeholders. 

“Stand by them. If you value a positive work environment, foster one. If you value equal opportunities, create them. Company values are more than words that live on your website, they can’t be forgotten and leveraged at the same time.  

“When marketing or pitching for new work, communicate your values clearly and with examples. If a value is a sustainability, then showcase exactly how you’re being sustainable. 

“Embody your values and they’ll come naturally to your marketing. This isn’t something businesses can fake. Values can only be leveraged for marketing and business development purposes once they’re reflected upon and authentic.”

Andrew Cornale, Co-Founder and Digital Experience Director, UnDigital 

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