CONSISTENT VALUES AND BEING A PART OF THE COMMUNITY BUILDS TRUST – 3 OBSERVATIONS There is no doubt that displaying values consistent with those of the target market is central to building a strong brand, and even more central to building brand loyalty. Where there is a consistency in the values of the business and […]

CONSISTENT VALUES AND BEING A PART OF THE COMMUNITY BUILDS TRUST – 3 OBSERVATIONS There is no doubt that displaying values consistent with those of the target market is central to building a strong brand, and even more central to building brand loyalty. Where there is a consistency in the values of the business and its market, and where the business lives by its values, there is real potential to develop trust and potentially develop a sustainable competitive advantage built on trust. Two issues relevant to both branding and the values of the business are: Internal behaviour External behaviour Internal behaviour relates to how the organisation relates to its staff, suppliers, financiers, shareholders and other stakeholders, including the broader community. External behaviour incorporates corporate citizenship and, in particular, support for community causes by way of pro bono work, donations, and sponsorships. Both behaviour sets are important. However, I would argue…