What is brand integrity? Take it from the experts—you can’t do Marketing with Integrity without it. The good thing is, you’ve probably already seen it without even realizing. Brand integrity can look like:

• Dove showing how they value authenticity through their “Real Beauty” campaign
• Ben & Jerry’s generating online buzz, PR, and word-of-mouth brand awareness through social activism, a cause near and dear to its founders
• Chobani demonstrating the importance of transparency to the brand by communicating clearly and proactively during a product recall

And if you haven’t guessed it, what these quick examples all have in common is values. So if you’re wondering, “What is brand integrity?” that’s it: the consistent honesty and authenticity of a brand living out its values in how it acts and communicates.

Let’s not be too academic about it, though. Our team picked a few brand integrity examples to illustrate the point.

But First—Why Should Your Brand Go for It?

If you’re already a believer in brand integrity, skip to the next section for our picks of some of the most interesting brand integrity examples. If you’re new to the concept, however, or need information to help answer the question, “What is brand integrity” for your team, here’s why you should pursue it:

Consumer sentiment is changing. According to Salesforce research, 2020 was the year that 82% of consumers decided a company’s trustworthiness mattered (or at least, mattered more). Meanwhile, 71% said they were paying more attention to corporate values than in 2019.   

Setting a mandate from customers aside, though, here are the two biggest benefits that building your brand’s integrity can provide:

• Increased loyalty: Brands that clearly communicate and act on their values can more easily connect with like-minded audiences. When there’s an affinity between the consumer and the brand, consumers feel good about supporting a business and may stick with that company even if other options will save them money. They can also become stronger advocates, evangelizing your brand to their community and attracting new audiences.
• Reduced Crisis Risk: When companies work with their branding advertising agency to create ads and activations that demonstrate their values, they can have lower risks of communications crises because they may already be acting authentically and transparently. Furthermore, when something does go wrong, they may have built enough trust and good will with audiences to weather the storm more easily.

Examples of Brand Integrity in Action

Warby Parker

This disruptor brand is known for democratizing eyewear shopping. In other words, they made it easy to buy and try eyeglasses from the comfort of home, helping as many people easily get stylish frames (and necessary vision assistance) as possible. That core element of their brand identity extends to charitable giving, with their Buy a Pair, Give a Pair program, giving us our first example of a brand building integrity by consistently carrying one of its primary values through all its actions. That includes its communications, such as the video below.

Lego

The Lego brand values creativity, play, and innovation above all. That comes across in every aspect of their product, and it’s how they’re one of the strongest brand integrity examples. For instance, Lego products are completely open-ended, with few/no parts having only one use. What you make is limited only by your imagination—and that’s never changed. They also innovated how to get across a brand message with The Lego Movie, one of the best commercials ever made (and arguably the beginning of modern brand filmmaking, paving the way for megahits like Barbie). They also exemplify play beyond their toys, with offerings like the immersive Legoland experience.

Patagonia

Patagonia is famous for its strong presence both as an outdoor clothing company for the “silent sports” like climbing, skiing, and snowboarding, and for the strength of its convictions. The company is consistently public with its progress environmentalism, and showcases its care for the environment as a major part of its branding online. Examples include its website’s activism section andits transparently stated climate goals for 2030 and 2040. Patagonia’s also a media creator, publishing films like this one:

What You Need from a Branding Advertising Agency

If you need support developing your brand, building brand awareness, or strengthening its integrity—that is, more support than your internal team can provide—an agency partner is a good solution.

But what should that partner be capable of?

The ideal branding advertising agency will be able to help you create targeted advertising and communications, so you can speak authentically and be effective with people who will align with what your business stands for.

Speaking of authenticity, the right firm will help you discover how best to demonstrate transparency, genuineness, and even vulnerability with your audience should you feel the need (or, should your audience need you to). As you find the right options together, your branding advertising agency will also be able to support you as you use these tactics to build a community of loyal customers and advocates who can strengthen your brand awareness through word of mouth or social media.

Finally, should you ever need help with crisis management, the right branding advertising agency will be proactive, helping you watch out for negative activity online through rigorous social media community management, working with you to have responses to your hot button issues ready in advance, and more.

And if that sounds like the kind of marketing partner you need, contact Mascola Group. We don’t just do marketing with integrity, we are Marketing with Integrity, and our expert team can make authentic, honest, creative, and effective branding happen for you.