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.

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.

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.

1?? Criterio de realidad: el primer paso para cambiar una realidad es conocerla y asumirla (no negarla). 2?? Distinguir ser y parecer: las percepciones deben adaptarse a la realidad (no al revés). 3?? 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). 4?? Análisis quirúrgico: contrastar la idea fundacional con la práctica actual. 5?? Coraje ejecutivo: si el fallo es fundacional, corregir la teoría del pasado y, si el error es práctico, modificar la práctica en el futuro.

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.