Brands: Stay true to your core to win

I didn’t set out to found a tech company, much less a brand that would redefine the standard for outdoor cellular cameras. Tactacam started with a simple passion for capturing and sharing outdoor moments, and that same passion drives us today. Throughout the years, I’ve found that success, growth, and customer loyalty come down to staying true to who you are. The brands that thrive lead with purpose and values, using them as guiding principles to earn trust, influence decisions, and create lasting loyalty, even during change. When brands drift from their core, they risk disrupting the very foundation of trust they’ve built. We’ve seen the consequences of brand drift play out in recent headlines with failed rebrands and campaigns that alienate core customers. But when the foundation is strong and missteps happen, 67% of consumers are more likely to stay loyal to brands they already trust, according to Edelman’s Trust Barometer . Staying rooted in our purpose to enhance outdoor pursuits has shaped how we innovate, serve our customers, and define our culture. Here are four lessons I’ve learned about keeping purpose at my core, and why it gives brands a winning edge. 1. LEAD WITH VALUES THAT MEAN SOMETHING Meaningful values are more than just a slogan on a breakroom poster. Core values are field-tested standards that define how you innovate, care for your customers, and how your people show up. What began as a humble garage operation, evolved into a new way to experience and share outdoor memories. This foundation of passion, getting our hands dirty, and ambition continues to define our mission. At the core is a deep appreciation for the outdoors, and a commitment to innovation and improving the way outdoor moments are captured. These values underpin how we continue to serve our community. Our approach was simple: We started by identifying our values and making them simple enough for everyone to repeat. Then, we committed to embodying those values at every level of the organization, ensuring they guided every interaction and decision, even the difficult ones. 2. STAY CONNECTED TO YOUR CUSTOMERS A strong customer satisfaction score is an important benchmark, but it doesn’t tell the full story. The most meaningful interactions happen behind the scenes in genuine customer interactions. According to Zendesk , 60% of consumers have made purchases based solely on the service they expect to receive. We’ve learned that authentic customer relationships are built from real conversations without scripts or chatbots. When your support team speaks with thousands of customers a day, they have a unique opportunity to not only help them solve challenges, but also celebrate their successes, and hear insights on what customers want to see next. Investing in these human relationships creates immeasurable value that automation simply can’t. Listening to customers isn’t just the role of customer service. Making time to listen is the responsibility of everyone in an organization. Spend time with your customers and listen to their stories and their feedback firsthand. Some of the most...

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