Values-Based Marketing
What do you want your organization to be known for?
How do you want others to remember it?
What’s your competitive advantage?
The use of values in business — both for-profit and not-for-profit — has been around for many years. Though it is not a new concept, the integration of narrowly-defined values to strategically drive an organization forward has been rare.
Most people know the term ‘values’ from the common organizational statements of Mission-Vision-Values, which are generally defined as follows:
Mission – the purpose of the organization. This answers the question: “What am I supposed to do today?”
Vision – the goal of the organization. This answers the question: “Where are we going?”
Values – the guiding principles of the organization. This answers the question” “How am I expected to behave, here?”
While many organizations have clearly stated their mission, vision and core values for all to see, there is a difference between simply stating values and strategically applying them.
Building competitive differentiation into an organization requires a foundation of values that are unique, relevant, and sustainable–and that make a difference.
Values-Based Marketing is the application of differentiating values that define a unique positioning and develop a competitive advantage – ultimately building a successful business and a great brand. Included in values-based marketing are:
- cause marketing integrating with your values
- insight gathering
- determining brand essence via values
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or phone: 919-757-2365