This is a classic lesson from purpose-driven branding, but it’s perhaps even more important for belief-based branding. If you stand up for a value or belief, everyone in your organization and all brand experiences have to live it. If you stand up for equality, then equal opportunity has to be felt in every part of your organization, down to your supply chain.
2. Be prepared to defend it when you are right. Apologize when you are wrong.
This is one of the most critical lessons – personal beliefs don’t always reflect the people who are actually buying their brand. If you haven't represented the wishes of the majority of your customers, you run the risk of losing business and undermining trust. However, you have a secret weapon. Think about your own customer feedback ecosystem as your permanent Town Hall. Poll them frequently and with openness.
4. Go beyond the speech.