Making the Sale

Business ethics expert Christopher Bauer says, "I have frequently heard it argued that ethics and values aren't a significant factor in branding because everyone claims that their ethics and values are great. Consequently, claims of great ethics or values don't differentiate your company from your competition. Though I fully understand this logic, I believe it is regrettably shortsighted."Though it is accurate that claims of terrific ethics and values are the norm - and that great ethics and values should be an expectation rather than a 'bonus' - this misses a significant point. It is not your claims that will differentiate you. Rather, it is the uniqueness, clarity, and influence of your values on the way in which you run your business that will differentiate you so powerfully. Once well integrated into every aspect of your business model, positive, clearly defined and well-articulated values - and an obvious, foremost expectation of ethical employee behavior - will have a significant and direct impact on how your employees do business all day, every day. Consequently, your focus on ethics and values will both positively and unequivocally affect your company's style of business at every organizational and operational level."Is your way of doing business a part of your overall image in the marketplace? Of course. Is your overall image a significant part of your brand? They are intertwined! People are already noticing whether or not they can discern what you stand for so you better be sure that you know what you stand for too. Then, be sure to assure that your image is every bit as positive as it is powerful."Your company's values are already influencing your brand. Why not take careful control of that process so that you can put your positive values to their most effective use in building your brand? Continuing to hone the clarity of your core values, and then carefully integrating them into every one of your business practices, is a necessary piece of that process. Christopher Bauer helps companies reduce their risk for costly ethical and legal problems while helping them build their bottom line still further through the development of values-driven management, leadership, and customer service initiatives. Information on Bauer Ethics Seminars is available at http://www.bauerethicsseminars.com.