The only thing better than competing in a business competition is enjoying one from the audience. You get all the thrills of watching energetic young businesses share their value propositions and competitive advantages, with none of the chest-crushing stress that comes from waiting for your own results. All pitch, no panic attacks.
That’s how I met Credda. This leasing company out of Spartanburg, SC pitched at the 36/86 semi-final held at Iron City on April 6 of this year. I immediately loved their story and their commitment to providing empathetic service to leasing customers.
I got to visit them in June and help them identify their core brand values. I’ve done this for dozens of companies—it not only informs your marketing messages and corporate culture, it also helps you make business decisions and communicate your purpose to a variety of stakeholders.
This was the first time I found a company who had more than a set of core brand values—they had a moral alignment. This nerdy term comes from Dungeons & Dragons and helps define a character’s outlook on life. The tool has been used to describe lots of characters outside the role-playing game universe, too.
Here’s an overview of the concept:
What I love about Credda is that they are inarguably the Lawful Good. They’re unceasing in their approach to helping their clients make money while helping their end customers save money. They do it through rigorous analytics, relentless legal compliance, and an empathetic outlook wherein they put themselves in customers’ shoes.
What’s your company’s moral alignment? How does it fit with your core brand values? Do you know your core brand values? Do they separate you from the pack, or are they generic? The better your values describe what’s unique about your company, the more likely they are to help differentiate you in the marketplace.
