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Is Your Brand ‘Cognitively Resonant or Dissonant’?

September 5, 2018 By Suzanne Tulien

I am continually amazed at how many brands espouse to certain values and a way of being only to be disappointed when they don’t live up to what they say they are.  When we live by our values, we reaffirm what we stand for to our employees and customers. When we don’t live by our values, we lose good will and erode the very relationships we are trying to build. Hence, our employees, customers and even the communities we serve lose confidence and trust in our brand!

Values are not behaviors in and of themselves, but rather a reflection of something we say we are and what has true meaning for us. However, the way to align your brand with your values is to match the behaviors that reinforce what you stand for. This is called ‘Cognitive Resonance’.  If your behaviors don’t match your values, we call this ‘Cognitive Dissonance’. So many businesses today, haven’t taken the time to identify, define and live their values. As a result, they are missing a huge opportunity to ensure consistency and trust in how they deliver on their brand for their employees and customers.

Here’s a great exercise to apply to your brand today. Do it right now!

  1. Think about your core values as a business. If you haven’t identified your values, then take some time with a select group of your employees to identify the 3 or 4 key values that comprise your belief system as brand. These are guiding principles that have real meaning to what your brand stands for.
  2. Make sure you define each value in a very succinct statement so that everyone in the business understands clearly the meaning and how they translate in the way you will do business and show up for your employees and customers.
  3. Gather your staff together (3-5 employees or teams of employees) and do the following:
  • List your values on a flip chart or white board. Have each staff member rate the value on a scale of 1-5 (1=Never, 2=Occasionally, 3=Frequently, 4=Almost Always, 5=Always) and then take the average for each value.
  • Select the one value that has the biggest gap. In case of a tie, just make a selection.
  • Ask your team to think about the behavioral implications to your brand in not living the value.
  • Ask them to brainstorm ways as a brand you can behaviorally show up more consistent to one another and your customers.
  • Commit and agree to specific actions and a time-line.
  • Meet weekly to address each consecutive value, committing and agreeing to specific actions and time-lines for each.
  • Monitor progress and make adjustments as needed.

Voila! You’re well on your way to creating greater alignment between your behaviors and your core values. Take the time to celebrate your successes with your team. Continue to collaborate on ensuring Cognitive Resonance with what your brand stands for. This will only enhance your ability to consistently cultivate confidence and trust with your customers and employees.

Filed Under: Business Practices, Cognitive Dissonance, Cognitive Resonance, Corporate Values, Organizational Values Tagged With: Cognitive Dissonance, Cognitive Resonance, Corporate Values, Organizational Values

Testimonials

Tonya-round-BW-web“Building on a lot of prior soul-searching and “inside work,” the Personal Brand Presence DNA process has helped me to step into an image that is consistent with who I know myself to be. It helped me to articulate what it really means to walk my talk in a way that’s visible and tangible, not just to me but also to others, and I will forever be grateful for that.”
Tonya Henderson, Ph.D, Gly Solutions
DeniseWhitaker-BW-Round“Taking the Personal Brand Presence course was like going through a re-birthing process for myself. It was truly enlightening to have that alone time with ME, and rediscover who I was. The course and consulting sessions were empowering, and added so much confidence to my state of being!”
Denise Whitaker, Realtor
“For years, I have been the gerbil on the wheel, trying with all of my energy, to be all things to all people.  It is so liberating to focus on the strengths I bring to the table and not worry about who that will line up with.  I love what you said about how when you let go of those who don’t line up, it only opens the door for more of those who do.  I am totally seeing that happen in my life and especially in my business!  I shared this with my business coach and he said that you were rig… Read more
Lisa Gross, Sr. Mortgage Lender, Peoples National Bank
“By participating in Suzanne’s Personal Brand Mastermind Group I revealed my true, distinctive brand attributes which has allowed me to actively live my true brand self. It has been a tremendous value for my networking and branding of my consulting practice. Her program was professionally crafted and delivered with personal support and guidance. I would recommend Brand Ascension’s programs for any person or organization looking to elevate their brand presence.”
Mark ShadlePresidentSpeed2ResultsColorado Springs
“When I first came into the Personal Brand Mastermind program, I felt like my business was in a good place (just landed my biggest client to date) and wasn’t sure if it was for me. After JUST Module 1, I realized how much MORE my business can be and everything I have missed or currently am missing. What a powerful program by Suzanne and the Brand Ascension Group! Can’t wait for Module 2! Check her out if you are looking to take your business to another level and find YOUR BRAND DNA!” … Read more
Nathan Darrington, CEO, ND Total Web Design
“Suzanne is a subject matter expert and superb facilitator for building a dynamic culture and brand. I have been in two organizations that immersed themselves in her engaging and powerful Brand DNA process. Her process fully enrolls everyone from customer facing staff to senior executives so that all conclusions are readily embraced and instantly internalized by all stakeholders. If your enterprise wants to experience immediate and lasting transformation, engage Suzanne.”
Robert Todd, Operations & Finance Expert
“Suzanne is personable, precise in her communications, and extremely professional. Her concept and methodology of brand development is simple and powerful, and it’s already reaping great results! Her vast experience and impeccable integrity make her a powerful member of my business team. I highly recommend Suzanne to any business owner seeking greater impact and a bigger bottom line! Great Results, Expert, High Integrity!”
Chevy Chevallard, CEO, Conduct Your Life!
“Wow, I wasn’t expecting such a breakthrough!” That is what you will tell yourself when you complete one of Suzanne’s Personal Brand Mastermind courses. If you are not aligned with your authenticity, everything in your life will suffer as a result. I highly recommend anyone who wants to get to the next level in business or their personal life to enroll in this series. This is an exclusive training program for high-caliber, high-potential clients so be ready to roll up your sleeves do… Read more
Cory Arcarese, CEO, CArc Media

SarahRyals-Pic“Suzanne creates a wonderful experience to build an understanding of brand, especially for those who are new to brand basics. Her teaching modules are clear, well organized, thoughtfully explained, and she does a great job coaching teams through the work. The final outcome is an actionable foundation for delivering a consistent, meaningful brand experience for all the brand’s stakeholders.”

Sarah Ryals, Women's Resource Agency Board Member
“I highly recommend Suzanne for website, branding, and any and all creative work. She is excellent to work with: fast, on-time, full of fresh ideas, offers solutions, great attitude, multi-talented…and also fun! Suzanne has been a tremendous asset to Grizzard and our marketing program. She is an integral part of our team and success.”
Stacy Guidice, Marketing Dir., Grizzard Communications

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