In uncertain times like these, make sure to ground your messages in your core values. Mix it with a straight line of authenticity and you will easily get out of the muddy waters landscape of communication.
We’re unable to take in all marketing messages that surround us. Those we do pay attention to, are often lacking credibility. These messages appear shallow at best, and straight up untrustworthy at worst. Why is this an extra bad timing for such messages?
I believe the answer is two-fold. Firstly, we’re exposed to so many messages that it is hard to let them sink in. Secondly, more consumers now have knowledge of how communications messages are used and harnessed. They eventually pick up on the lure of lofty messages, which may result in their distrust in other brands, too. Add the turbulent political landscape, divergent facts and and companies paying for research studies . When do we know if someone actually speaks the truth anymore?
We’re starved of authentic messaging. Value-driven communication is a good place to start, as it anchors your company values to your words and actions. It commits you to taking a stance in values and staying true to your brand identity when communicating. It might feel like you are not “wrapping up” your message neatly enough, not adding the sparks and glitter you see others use. This is more raw, down to earth and transparent. Sticking to what you actually are as a company can act as a breath of fresh air and surely build a stronger brand.
Some tips for value-driven communication:
- Clearly establish what you stand for, and make sure the entire organization is on board. Ask for feedback during the process, to see if the values truly mirrors the perceived company values.
- Incorporate these values on your different platforms, not just your SoMe channels. Press releases can especially benefit from a less stiff and glossy approach. Dare to be different.
- Stick to your word.
- Consider to share a fail story, not only your successes.
- Minimise the use of stock photos, invest in a photographer to take photos of real employees and real settings.
What you’re looking for, is to establish an emotional connection with your audience through this value-driven communication. A straight line of authenticity will help you get there. So: know your values. And share them!