By Carlos Cruz
It is in a corporation’s best interest to strategically push their value-driven corporate messaging whenever and wherever they can. Here are the reasons why:
Corporate Messaging reinforces your target audience's identity.
People like to associate themselves with others who have the same mindset as they do. It’s like being friends with someone because they like the same hobbies you do.
Corporate messaging builds a community around the same set of values you cherish. In the case of AirBnb, their strategy was to send a message that acceptance of everyone (regardless of race, religion, sexual orientation, or other external factors) is a common human value that most can agree upon (however, at times we may need to be reminded of this).
Create corporate messages that make your target audience proud to associate themselves with you.
Corporate Messaging reinforces brand identity.
When a corporate message is done well and communicated often, those tactics boost brand identity. When a corporate message is value-driven, it often creates a positive association with your company.
Corporate Messaging told as a story, stick better.
Why is it that you are more likely to remember childhood stories like “The Boy Who Cried Wolf” or “The Three Little Pigs” than a 30-page report on whatever it is you specialize in? For 27,000 years, humans have been telling stories to communicate information with one another. Stories connect people. Often, you will find a company’s background explaining why they choose to carry certain values. Blending your corporate messaging with a story will make your company memorable.
Remember, values are what brings all of us together. Make sure that your corporate messaging has a value-driven approach.