L’histoire de votre marque entre en conflit avec les valeurs de l’entreprise. Comment gérez-vous cette situation délicate ?
Lorsque l’histoire de votre marque semble en contradiction avec les valeurs de l’entreprise, il est crucial de les réaligner pour l’authenticité et la confiance. Naviguez dans cette situation délicate en :
- Évaluer la déconnexion. Identifiez les contradictions spécifiques entre l’histoire de votre marque et les valeurs de l’entreprise.
- Engager le dialogue. Engagez une conversation avec les parties prenantes pour discuter et réconcilier les différences.
- Mettre à jour votre récit. Révisez l’histoire de votre marque pour refléter un véritable engagement envers les valeurs fondamentales de l’entreprise.
Comment avez-vous abordé l’alignement de votre marque sur les valeurs de l’entreprise ? Partagez vos stratégies.
L’histoire de votre marque entre en conflit avec les valeurs de l’entreprise. Comment gérez-vous cette situation délicate ?
Lorsque l’histoire de votre marque semble en contradiction avec les valeurs de l’entreprise, il est crucial de les réaligner pour l’authenticité et la confiance. Naviguez dans cette situation délicate en :
- Évaluer la déconnexion. Identifiez les contradictions spécifiques entre l’histoire de votre marque et les valeurs de l’entreprise.
- Engager le dialogue. Engagez une conversation avec les parties prenantes pour discuter et réconcilier les différences.
- Mettre à jour votre récit. Révisez l’histoire de votre marque pour refléter un véritable engagement envers les valeurs fondamentales de l’entreprise.
Comment avez-vous abordé l’alignement de votre marque sur les valeurs de l’entreprise ? Partagez vos stratégies.
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When a brand’s story doesn’t match up with its core values, it’s a chance to make things real. First, I dig into where we went off-track—maybe we’re selling exclusivity when inclusivity is what we stand for. Then, I get key voices in the room, from team leads to advocates, to shape a narrative that actually speaks to who we are. I’ve done this before, like rebranding a tech company to showcase its eco-commitment, and the results were powerful. For me, a brand story isn’t just words; it’s a promise to the audience, and it has to be one they can believe in.
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If there’s a conflict between brand and values, it means something isn’t clearly defined, so it’s best to pause and reflect before risking a mistake with unpredictable reputational consequences. The first step is to check whether the brand narrative can be refined to align with how the values are defined within the company’s cultural model. It’s important to identify if it’s a matter of ambiguity or lack of precision. The same goes for the values themselves; they should be clearly explained, outlining which types of behaviors they imply and which they don’t. Before proceeding, this needs to be well understood. Perhaps the conflict can even be turned into a positive and seen as an opportunity for continuous improvement.
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Here are some ways to handle it with respect and clarity: 1. It is vital to adjust, but staying authentic is the key. If adjustments are needed, we should make them in a way that still feels true to our brand. Small shifts can create harmony without compromising authenticity. 2. Seeking feedback and ideas is equally essential. Sometimes, others’ input can help find creative solutions that respect both sides. Ultimately, the goal is to respect both perspectives, keeping lines of communication open, and finding common ground where both can thrive.
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When a brand story clashes with company values, I see it as an opportunity to reconnect with what’s true. I start by identifying the stories employees and customers naturally share about the company as these are often where the actual authenticity lies. Then, I reverse-engineer the disconnect. For example, if the values emphasize transparency but the story feels too polished, I strip it back to highlight real challenges we’ve overcome. Finally, I test the updated narrative with internal teams or small campaigns. If it resonates, I know it’s authentic. A brand story isn’t static, it should evolve with purpose.
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It is important to assess where the disconnect is coming from because a brand story that’s not aligned with company values is like that house made of straw and sticks of the three little pigs that the big bad wolf just blew away. A strong brand must be founded on a company’s values for it to last. The Comms Team must work it out with management and HR to find the misalignment and address them before taking their brand story further externally.
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1️⃣ Criterio de realidad: el primer paso para cambiar una realidad es conocerla y asumirla (no negarla). 2️⃣ Distinguir ser y parecer: las percepciones deben adaptarse a la realidad (no al revés). 3️⃣ Aliarse con la verdad: reconocer que la cultura de empresa es lo que, de hecho, se cultiva (día a día) y no lo que, de intención, se pretende (en una declaración). 4️⃣ Análisis quirúrgico: contrastar la idea fundacional con la práctica actual. 5️⃣ Coraje ejecutivo: si el fallo es fundacional, corregir la teoría del pasado y, si el error es práctico, modificar la práctica en el futuro.
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When our personal brand and company values don't align, seek common ground, converse openly, and adapt a cohesive narrative. Revisit our brand values so that our brand story reflects our company's values. Create a central theme a theme that ties our story together can help ensure that our message aligns with our values. Be consistent, we should act in a way that's consistent with the values shared. If our customers can relate to our brand, they're more likely to trust and be loyal to it. Define our core messaging. Include a core conflict that defines our purpose, mission, and vision. A compelling brand story can build trust, increase customer loyalty and engagement.
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Core company values help customers get a sense of the people in an organization. Identify the relevant aspect and the corresponding value that don't align, find ways to bridge the gap creatively. Sometimes conflict helps harness creativity!. After the relevant changes in the story, discussing the same with key stakeholders helps. Company values resonate with the employees, a pilot test of the revised brand story with internal teams provides feedback and different perspectives that can help in further tweaks. Be receptive to relevant feedback for bringing out the best version of your story. Consistent focus on company values helps anchor the authenticity & sincerity aspect in your brand story.
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