Most marketing feels disconnected — because it is.
When your outward messaging doesn’t match what happens inside your company, people can feel it. Customers may not know exactly why, but they can sense when something’s off.
The solution? Build your content strategy from the inside out — so your marketing, customer experience, and recruiting efforts all reinforce one another.
Step 1: Define and Create Authentic Company Values
Don’t just focus on values painted on the wall — clarify the real values people live by, day to day.
- What gets celebrated around here?
- What do we stand up for when it’s hard?
- What kind of people thrive in this environment?
- When have we made decisions that put our values ahead of convenience?
If those answers feel strong and aligned, that’s your brand foundation.
Values-based marketing starts with honest self-reflection and listening to your team.
Step 2: Find the Voice That Matches the Culture
- Are you a no-BS team with sharp strategy?
- Are you all about warmth, education, and generosity?
- Is your vibe rebellious, empathetic, data-driven, quirky, or analytical?
Your internal culture already speaks a certain way — your job is to capture it and then scale it across your channels.
Define your brand voice with examples, phrases, and tone that feel true to your everyday interactions.
Step 3: Turn Moments Into Messages
Turn your internal culture into external content, with intent:
- A team win → case study, social post, or shoutout
- A cultural ritual → Instagram story or behind-the-scenes video
- A customer compliment → testimonial for your website
- A founder belief → blog post or interview
- A tough decision or learning moment → newsletter transparency
These moments ARE your content.
This approach not only builds brand trust, but also increases employee engagement and keeps your values front and center.
Connect to Your Team and Audiences
Great branding is alignment — your external story and internal reality match.
Don’t “set it and forget it.” Go back to your company values regularly: in all-hands, onboarding, and reviews.
The closer your external voice reflects your internal values, the more trust you build — and trust is the ultimate marketing engine.
Stop guessing what to say.
Start showing who you are.