Values ​​and branding, new ammunition organizations

I am aware that the values ​​and branding are not new concepts in corporate organizations.

CSR values ​​and were introduced in the mid-force 90 in the corporate culture of many companies, especially those that may suffer major problems arising from their own activity (oil, energy, telecommunications…).

Looking back is not difficult to conclude that these first steps did not give mere altruism but as a mechanism of compensation for damage caused to society by the organizations themselves.

Values ​​are the lifeblood of enterprises

The core values ​​give companies, There's no doubt. If we scan the network for corporate statements today we will see how few companies that have not listed their corporate values ​​as part of their DNA. We could transfer that same idea to marks.

However, I am convinced that part of the process has failed and the idea of ​​values ​​and branding does not reach the markets, does not reach people.

Errors in the process of branding

Construction processes and brand development are still excessively guided from the direction and with little or no participation of internal professionals (I am sorry, the word “employees” I seem archaic and disrespectful) and external.

What sense does that stakeholders involved in creating a brand?

It is a matter of humanization own brand, and therefore connection.

Imagine that a committee of the company has decided that the values ​​of a brand pillars are the innovation, respect for difference, reliability and consistency. Surely you have not chosen randomly, but considering the one hand the needs of markets and other characteristics of products or services including.

But imagine that these values ​​can add the people who make up the group of managers, professionals, contributors, shareholders, and why not- customers. Those people proficiently, As indicated by branding expert Ivan Diaz, of brand culture.

So, new values ​​associated with the brand environment will add to the 5 pillars values, values ​​and could be very “humans”, as nonconformity (creativity), empathy, assertiveness, the culture of effort, flexibility, the goodness,… Is not it rich?

The combination of values ​​in the process of branding a company can turn into big brands and their emotional connector stakeholders in passionate Ambassadors brands.

“Employee” and “human Resources”, two expressions that need to evolve

If we look for synonyms for “employee” find words “used”, “used”, “spent”, “served”, “managed”… inspiring? Can anyone feel proud to be used or worn?

“Human Resources” It does not escape the cacophony: Do humans are mere resources? Would not it be contrary, companies are the resource for the expression and talent development?

Not easy to find consensus options, not even for “employees” not even for “human Resources”. In the first case, I prefer to call them professionals (as opposed to entrepreneurs or entrepreneurs), even without being convinced. In the case of “human Resources” I read with increasing frequency “human capital”, “People Management”, “talent management”, but I lack the component that speaks to connect, to build bridges between an organization and its brands, People and markets. I leave it there. If you have any ideas, I hope that will not blow away and share.

Values ​​and branding need to go hand in hand. Their alliance will undoubtedly be the best ammunition organizations, because both values ​​are part of branding people.

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