Conscious Communication: A Pillar of a Conscious Brand
Aug 8, 2021
“Rick Ridgeway, Patagonia’s VP of Environmental Initiatives and a member of the first U.S. team to summit K2, told me that he doesn’t see brand communication as marketing at all but “sharing our core values with our customers.” For brands like Patagonia, whose values were identified at the moment of creation, the work is to simply name those values and then relentlessly communicate them through great stories.’ Jonah Sachs, Winning the Story Wars.
Conscious communication is about ensuring that all company and brand communications are aligned with the company’s purpose and focus on positive and intrinsic values.
This is important because this approach creates highly effective communications and builds brand trust both internally and externally.
Conscious change and brand trust begin from the inside, which means your people.
When employees are empowered to contribute and be heard, they feel more connected and motivated to work towards organizational purpose and growth together.
By adopting conscious communication, a company’s promotional activities and marketing become simpler, more focused, less time-consuming, and less costly. Retaining existing customers becomes easier, as these brand ambassadors align with your message and become your biggest advocates and are more likely to refer your company to others.
Conscious communication works towards reinforcing positive values in our society.
Conscious Communication is one of the 6 pillars of a conscious brand, where we measure how transparent, authentic, and empowering the communications are that are coming from the company. Simply put, the Conscious Communication pillar assesses how well the company conveys its message and increases its customer base without resorting to inadequacy-based messages or using extrinsically based motivators.
What are examples of conscious communication in your organization? You can measure how conscious the communication is in your organization by using our CBI Insights tool. The tool will allow you collective insight from the stakeholders of your organization and give you recommendations to empower your journey forward towards a conscious company.
