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Liz Mackenzie

By: Liz Mackenzie on August 14th, 2017

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Why Your Core Values Must Guide Your Inbound Marketing

Workforce & Human Capital | Change Management | best practices

Your brand in not just your logo. A company's brand is the feeling, beliefs, and opinions that consumers have when they see your logo. Consequently, this graphic is a visual representation of your company's mission, core values, and principles. That said, one of the prime reasons that a company's inbound marketing strategy falls short of expectations is a failure to align content with the business' mission and core values. You may create informative, unique, and well-written content, but that is not enough to grow sales.

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When it comes right down to it, brand consistency is what really matters most. This is how you build authenticity, reliability, and trust. Accordingly, your website visitors and social media followers must believe your content was created by your company. If it deviates from your company's identity, it will not come across as being "you". It does not matter the platform, either blogging, email, social media, or even your print materials. Every time that a person encounters your brand, they should have the same general experience and perception. Does that make sense to you?

Most companies understand the importance of creating a strong organizational culture that assures a consistent customer experience. While this idea is applied to shopping, products, services, and support, why would you not align those ideals to your inbound marketing? Your inbound marketing is a direct reflection of your business, and it is accessible by virtually everyone. Those millions of potential customers require the same seamless brand experience provided to your other consumers.

Many times, inbound marketing exists as separate and doesn't align with a business' internal strategies. Your inbound marketing team needs to have a clear understanding of your organization's mission, goals, and values. There must be a clear sense of purpose to ensure brand consistency, which will then improve your visibility and reputation. 

Do you have questions? What haven't we covered yet that is important to you? If you would like to talk about how to apply your core values to your inbound marketing strategy, or a related topic, please contact us.