Core values are the beating heart of every business. Genuine core values will capture the imagination and passions of employees. Customers should feel those values in every interaction with the company, its personnel and its products. But how do you tell the story of a core value?
When Liberty Mutual’s “Half an Acre” ad first appeared about 7 years ago, I’d actually stop whatever I was doing to watch it. I’d even watch the entire show in hopes of seeing it again. Not because of the music (which, by the way, is great for this) or the production value or the fact that it was a 60 second ad in a world of thirty and fifteen second spots. I watched because the STORY simply mesmerized me and tied so well to a core value of the company.
Liberty Mutual’s Culture and Value Statement includes: “WE BEHAVE WITH INTEGRITY. We are in the business of trust. Our most important promise is that we will strive to do the right thing, always.”
Now, this ad is nothing more than nine vignettes of common people helping others. But it tells the story of how “doing the right thing” is contagious and has a karmic way of coming back to you. A story that resonates in the heart of anyone who’s ever held a door for a stranger loaded down with groceries or stopped to help collect someone’s fallen papers. And this simple story speaks volumes to the values of the company.
Many people think a brand story has to begin with “Once upon a time” or “Our founder believed”. But, in fact, a brand story can be as close as the value statement hanging in your lobby and is told in the actions of the people who share and demonstrate that value every single day to your customers. There’s an engaging brand story you should think about telling.
- Welcome to the Human Era for Brands (thenextbigdesign.com)