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January 17, 2019

New Investis Digital report challenges brands to manage their values

Written by Don Scales
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I am pleased to announce the publication of a new report from Investis Digital, Brand Values and the Bottom Line. This report examines a challenge that continues to vex major brands around the world: sharing their brand values clearly and consistently across channels.

Brand Values and the Bottom Line reports the results of a survey that Investis Digital conducted with Forrester Consulting to understand how well businesses articulate their brand values, or the attributes and principles that a company believes in and stands for. Sharing and living brand values effectively is an increasingly powerful and important way for businesses to create emotional connections with their customers, shareholders, and employees. According to Forrester, 52 percent of U.S. consumers say they factor brand values into their purchasing decisions, up from 43 percent in 2015.

But our survey shows that companies around the world are struggling to get control of their own narrative. In fact,

Only 25 percent of businesses we surveyed rate themselves as very effective at consistently managing their brand values across digital channels.

In addition, nearly 40 percent of businesses said that they don’t even actively manage their company brands through digital channels at all.

As a result, businesses struggle with problems such as sending muddled messages to the market. On the other hand, the brands that figure out how to manage and share their brand values realize benefits ranging from an increase in sales to an improved reputation.

In a recently published Forbes column, I discuss the disconnect between what brands believe about themselves and how they share their values. I dig into both the negative consequences of poorly managed brand values as well as the upside of doing it right.

For example, on the downside, poorly managed brand values can result in lost customer conversionsOn the other hand, as I note in the column, brands that clearly communicate their values across channels experience benefits ranging from improved reputation to enhanced retention of employees, customers and shareholders. According to the study with Forrester, more than half of businesses see an improved reputation as a result of consistently communicating their brand values, and about half see an increase in sales/revenue.

The brand disconnect is solvable, and you won’t need to transform your company or rethink your business to do so. Read our new report to understand the challenges that businesses face and the opportunity to improve. Brand Values and the Bottom Line shares insights such as:

  • How and why businesses are struggling to share their brand values.

  • The cost of failing to share your brand values consistently.

  • The reward for sharing your brand values effectively.

  • What you can do to improve how you share your brand values.

Read Brand Values and the Bottom Line as a first step to building a stronger, more valuable brand with your customers, employees, and shareholders. And contact us to create a compelling narrative about your brand values.

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