Integrity in marketing

Does integrity matter in marketing, or in business for that matter? Seeing this question from the customer’s perspective, they like to be treated well. If there is a problem, they want it resolved quickly. Companies can save money by cutting down on service levels, avoiding their responsibilities and controlling customer communications through the use of technology.

What effect does this have on their reputation? What happens when customers start to leave them in droves (a certain UK utility company comes to mind).

Integrity is part of a person’s character. The character of a company’s founder / owner is mirrored within their brand personality. Can you think of a famous person for whom this applies?

If you run a business or are responsible for marketing, take a moment and think about your values. What matters to you? What do you believe in? The answers to these questions will feed into your brand, website, social media campaigns, advertisements, printed matter and your entire promotional mix.

What are your values?

Great brands are built on strong values. If your business is ‘just you’, then you are the brand. What are your values?

Values = the basis of branding. As a business owner, your values are the foundation of your enterprise. Being clear about your values will help you to position your enterprise, amongst other things. It is important to know what your values are. Here are some of them:

Authority, Change, Communication, Competence, Creativity, Decisiveness

Efficiency, Excellence, Family,  Focus, Freedom, Friendship, Goals, Gratitude

Happiness, Health, Helpfulness, Honesty, Imagination, Independence, Integrity

Knowledge, Leadership, Learning, Logic, Love, Loyalty, Money, Positive thinking

Privacy, Problem solving,  Professionalism, Quality, Recognition, Relationships

Service, Spirituality, Success, Teamwork, Truth, Trust, Wealth, Wisdom

Take a moment to list your values. Include the finished list within your website. I have known customers to decide on a particular supplier, as they displayed their values in this way.  Incidentally, the above list of values comes from The Marketing Compass Manual.