We all have seen the companies have "core values," We are turned off by it or admire them for sticking to them. The reason why is because of how the brand is built and how the branding is presented. Here are a few branding tips for presenting your company's beliefs honestly and authentically:
1. Research Existing Companies and Resources
Look to companies that are transparent in their business practices and learn from pre-existing long-lasting companies that have had scandals. What were they doing or not doing? How do they improve? When they respond to criticism or questions, do you think it sounds honest? What are some of the imagery and content that communicate their values accurately?
2. Be Transparent with Your Audience/Clients
Let your customers know where their money is going. This is especially important if your business is also a charity. Create reports with clean graphics on what percentage is spent on products/services, employee salaries, CEO salaries, store maintenance, etc. If you accept donations, create separate web pages for business operation donations and whatever subject needs the donations. For products sold, make sure you include a material or ingredient list.
A great example of this is https://biossance.com. All their products have an ingredient list, a FAQ section about why an ingredient is included, and an area on what part of their packaging is sustainable and what is not. Also, don't be afraid to ask your audience questions via social media or email campaigns. Sometimes we get so caught in being an expert, we forget that we don't know everything. Solutions are often found by living and going out into the world, but that can be hard if you're stuck in the office, lab, or store. So, asking your audience, "how can we improve your experience?" can help create a collaborative environment.
3. Take Care of Your Employees
Your employees are more productive when they feel apricated, listened to, and compensated fairly. For example, if one of your core values is "treating employees like family," make sure it is a healthy one. Let employees' ideas be heard. Have a physical and digital "idea board." Encourage working together if someone needs help—no hoarding trade secrets. For a work process to work, employees need to know how, where, and when to communicate with employees or bosses. If a conflict arises, talk it out and address it immediately. Everyone can write a review about your business, to protect your brand and company, make it so that employees feel the need to leave a pleasant review.
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