125: ​Ethics and Values in Branding

There is an interesting divide in businesses around the world when it comes to their various practices. Many companies seem to want to do anything it takes to make money, while others take pride in having some level of virtue and wanting to do the “right thing”.

The “right thing” can be incredibly subjective, not to mention controversial. If one business says they are doing something ethical, does that necessarily mean that any similar company doing the opposite is not?

The values of a company determine its direction. They define what you will and will not do as a business or a brand.

It’s one thing to set these values internally, but it’s another completely to make them a focused part of your external brand.

In today’s episode we’ll be talking about what it means to define your brand’s ethics, where ethics should sit in regard to the public, and how you can help consumers become more mindful when it comes to the things they buy.