November 30, 2023 (Updated: January 24, 2024)
Alexis Skigen Rago was born and raised in Hawaii and now calls the Midwest home. She founded Marketing Mana in 2018, bringing her Hawaiian roots into her day-to-day. “Mana” is a Hawaiian ethos that refers to earning power by doing righteous actions. And according to Alexis, “in marketing, you earn power by serving your customers, by understanding their needs, and by guiding them to a solution through a solution so you can reduce their pain.”
And Alexis’s approach to branding reflects this, building on purpose-driven missions, company vision, and core values. Watch the replay of our recent webinar with guest Alexis Skigen Rago, where she discusses branding and core values in content marketing and why you need a brand strategy now more than ever.
One of the biggest takeaways from Alexis is her list of 12 key uses of core values for establishing a clear brand strategy. She dives into the elements that businesses should look closely at when aligning core values with sales and marketing initiatives.
When you hear “core values,” you probably think, “Oh yeah, we have our core values up on the wall.” But they don’t belong only on a wall. They’re a road map to how you conduct your business day-to-day. They’re your company’s beliefs, philosophy, principles, and ethical standards. They’re what your company stands for and they determine if someone is a good cultural fit.
How well do you know your company’s core values?
The key is to begin with branding that’s based on your company’s core values. This is part of your very foundation that enables you to achieve consistency in the execution of your marketing strategy. Then you have your business fundamentals. These are absolutely aligned with your core values, and your core values are part of your business fundamentals.
You don’t need to cram your core values into every single initiative or make sure you’re checking off each core value in every single meeting. These are foundational to your business, and they should capture the essence of core values. When you’re looking at your core values and you’re looking at your mission and vision, they should appear to be in the same book if not the same chapter.
Here are Alexis’s 12 uses and implementations of core values in your content marketing:
Alexis also discusses why a branding-first approach is key to successful content marketing and how branding permeates and drives initiatives across each area of your business. With purposeful direction from your company’s core values, you’ll have a better way to develop your brand strategy to build awareness, trust, and authority in your market.
That’s not all you’ll get when you catch the webinar replay. You’ll also get Alexis’s downloadable worksheet to help you dive into your branding and core values in content marketing with her 12-step approach. Plus, she shares her techniques to help you get the most out of your content creators in less time — all while staying consistent, transparent, and authentic as a brand.
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