Why Brand Values are More Crucial Than Ever for Tech Companies

The world is politicized and polarized. For brand leaders, it's vitally important to understand what your brand stands for. Brand values have evolved from being a simple set of guiding principles to becoming a critical touchstone for companies. The stakes are high — how a brand communicates its values can either build loyalty or alienate its audience. In this climate, crafting and authentically living by brand values is not only important for internal alignment but also for maintaining credibility and trust in the eyes of consumers.

Why Brand Values Matter

At their core, brand values define what a company stands for. They influence decisions, shape culture, and guide interactions with customers, employees, and stakeholders. But in a world where social and political issues dominate public discourse, brand values have taken on an additional role. Brands are now expected to engage in these conversations, whether they want to or not.

According to an article from the Forbes Business Council, companies today walk a tightrope when it comes to brand messaging in a polarized world. The article highlights that consumers are increasingly looking for brands that are aligned with their personal values. In fact, 82% of consumers say they prefer to buy from companies that stand for a cause that resonates with them. However, as the Forbes article points out, missteps or inauthentic attempts at value-driven messaging can quickly backfire, leading to a loss of trust or even public backlash .

Authenticity is Key

Authenticity is the linchpin of successful brand values. It’s not enough to have a set of statements written on your website or splashed across marketing materials. Consumers are savvy and can easily discern whether a brand truly embodies its values or if it’s simply engaging in "values-washing."

The Forbes article discusses how brands need to “walk the tightrope” of being true to their values while navigating divisive topics. One way to ensure authenticity is by embedding these values into every aspect of the business — from employee behavior and corporate policies to product development and customer service. When brand values are fully integrated, they become a natural extension of the company’s actions, making it easier for consumers to trust the brand.

The Role of Consistency

Consistency is another critical factor. If a brand claims to value sustainability, for instance, but engages in environmentally harmful practices, it risks alienating its audience. A recent example of a company successfully aligning its values with actions is Patagonia, which has consistently communicated its commitment to environmental causes and has taken concrete steps to support that commitment. Their values are not just words — they are reflected in everything from their supply chain to their corporate giving programs.

In contrast, brands that flip-flop or shy away from taking a stand often lose credibility. Consumers, especially younger generations like Millennials and Gen Z, have come to expect consistency between what a brand says and what it does. This expectation extends beyond the products they buy—it influences where they work, the communities they engage in, and the brands they advocate for.

Navigating the Challenges of Polarization

The increasing polarization of society presents brands with unique challenges. Brands must be strategic in their messaging, knowing that any statement they make could be perceived as taking a side. This can be especially risky for companies trying to appeal to a broad audience. However, silence is often interpreted as complicity, making it difficult for brands to remain neutral on issues that matter to their customers.

The Forbes article mentions that “neutrality is often a choice” that can backfire. By taking a stand, brands can foster deeper connections with their audience, even if it means alienating some customers. The key is to be thoughtful and intentional. Brands must weigh the risks and rewards of speaking out, but those that do so authentically and consistently are more likely to retain loyal customers who align with their values.

The Long-Term Payoff

Ultimately, brands that commit to authentic, lived values will fare better in the long run. These brands will not only attract customers who share their values but also build a sense of purpose and loyalty that transcends individual transactions. In a world where trust is increasingly fragile, and consumer choice is plentiful, having a strong, authentic set of brand values can be the differentiator that sets a company apart.

In conclusion, brand values have never been more important, especially in our current polarized climate. But for these values to have an impact, they must be genuine, consistently applied, and aligned with the company’s actions. By staying true to its core principles, a brand can foster trust, build a loyal customer base, and create lasting connections in an ever-changing world.

Need help identifying and crafting brand values that set the tone for your brand, give us a shout.

--- 

Walking the Tightrope: Brand Messaging in a Polarized World* (Forbes Business Council, 2024).