How do you keep your brand's values and purpose true across all touchpoints?

1 Define your brand's core values and purpose

Before you can communicate your brand's values and purpose to your audience, you need to have a clear and concise understanding of what they are. What are the principles that guide your decisions and actions? What are the goals and missions that motivate your work? What are the benefits and impacts that you deliver to your customers and society? Write down your brand's values and purpose in a simple and memorable statement that captures the essence of your brand.

2 Align your brand's identity and voice

Your brand's identity and voice are the visual and verbal expressions of your brand's values and purpose. They include your logo, colors, fonts, images, tone, style, and language. To keep your brand's identity and voice true across all touchpoints, you need to create a consistent and coherent brand identity system and a brand voice guide that define the rules and standards for using your brand elements. These documents will help you and your team maintain a unified and recognizable brand image and personality.

3 Audit your brand's touchpoints

Your brand's touchpoints are the points of contact between your brand and your customers, such as your website, social media, email, ads, packaging, signage, events, and customer service. To keep your brand's values and purpose true across all touchpoints, you need to audit them regularly and evaluate how well they align with your brand's identity and voice, as well as your customers' expectations and needs. Identify any gaps, inconsistencies, or opportunities for improvement, and make the necessary changes to optimize your brand's performance.

4 Engage your brand's stakeholders

Your brand's stakeholders are the people who have an interest or influence in your brand, such as your employees, partners, suppliers, investors, and media. To keep your brand's values and purpose true across all touchpoints, you need to engage them in your brand's story and strategy, and inspire them to become your brand's advocates and ambassadors. Communicate your brand's values and purpose clearly and frequently, and provide them with the tools and resources to support and promote your brand.

5 Monitor your brand's reputation

Your brand's reputation is the perception and opinion that your customers and the public have of your brand, based on their experiences and interactions with your brand. To keep your brand's values and purpose true across all touchpoints, you need to monitor your brand's reputation and feedback, and respond to any issues or crises that may arise. Use various methods and channels to listen to what your customers are saying about your brand, such as surveys, reviews, ratings, comments, mentions, and social media. Acknowledge their praises, complaints, questions, and suggestions, and take action to address their concerns and improve their satisfaction.

6 Adapt your brand's strategy

Your brand's strategy is the plan and approach that you use to achieve your brand's goals and objectives, based on your brand's values and purpose. To keep your brand's values and purpose true across all touchpoints, you need to adapt your brand's strategy to the changing market conditions, customer preferences, and competitive landscape. Analyze your brand's performance and results, and identify the strengths, weaknesses, opportunities, and threats that affect your brand. Adjust your brand's positioning, differentiation, value proposition, and communication to meet the current and future needs and expectations of your customers and stakeholders.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?