Member Perspective: John Martin

Guest Commentator: John Martin, Business Development Manager, Colorspace Labs @colorspacelabs

How can businesses leverage brand values in communications in this highly virtual world?

Think of the last ad, commercial, or social post that moved you. Can you remember why? Maybe a strong emotion, an authentic story, or the impact of a brand’s values-rich action. When did brands get so… sensitive? And is that a bad thing?

Today’s consumers are more driven by emotion, authenticity, and connection than at any time in history. And we can thank (or blame) the internet. The information age, and the spike in consumer access to information, have fundamentally changed how brands are able to connect with consumers.

“Sensitivity” has gone from touchy to touchpoint—from walking on eggshells to walking the talk in a company’s core values. And that same phenomenon has raised the bar as to what will actually connect with an audience, at least in the way intended by the brand.

Just as brands have been given more avenues to connect, so have consumers gained an unprecedented ability to separate the real from the fake in their buying decisions. All one needs to do is Google “[brand] reviews,” and they’ll get more opinions than they have time to read.

For companies that are clear on their values, and that act in them, this is no issue. Look at the Patagonias and S’wells of the world: their values are easily defined, they make their causes plain, and support them openly. Their marketing, and the priceless word of mouth that happy customers provide, come easily and smoothly. Still, getting to that point of returns isn’t as simple as evaluating market trends.

The start and end of it are in understanding the values one’s company claims. For a brand to leverage their values, they need to carry water. In this example, we’ll assume that said values are visible, shared, and reliable. Now what? Social media, email, billboards?

The answer isn’t a formula, but an acknowledgment that digital presence is a personalized field of play. Let those values, once understood and stood behind, guide the process. If a company does business with nonprofits, they could allow a “takeover” day of their social accounts by a client organization, or direct all employees to include a donation link in their email signature. Much like the content on TikTok, ideas are limited only by one’s imagination.

So don’t panic, and don’t copy a “successful” brand’s strategy. Get clear on who you are, and the ‘why’ behind what you’re sharing with the world. And steel yourself against the comments section. The rest is just opportunity meeting preparation; or as others call it, luck.

Through Recharge & Recover PHL, the Chamber is working with our members to make Greater Philadelphia a digital community with increased digital literacy, technology, and internet use.