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 powerful innovations will come directly from customer stories.

3. TURN CUSTOMER INSIGHTS INTO INNOVATION

Innovation starts with insights from your core customers and understanding: How can we solve a problem? How can we improve the experience? And what will it take to deliver the best possible product?

When our customers asked if we could build a more advanced cellular trail camera solution, we accepted the challenge. We listened and engaged them every step of the way, from incorporating their most requested features, to involving them in the testing process to ensure it performed in real world conditions. They said, “what if,” and we delivered. The result was not only a great product but a solution that exceeded their expectations.

The takeaway is to allow customer insights to lead you down the path of innovation. When they ask, listen and find a way to deliver. It will almost always pay off in a big way.

4. CREATE A CULTURE BUILT ON HUMAN CONNECTION

AI is changing how we interact. Going all in on human connection is more important than ever. As organizations grow, culture becomes about creating real, human connections and rallying people around a shared purpose.

The most valuable lesson we’ve learned in building our culture is that impactful traditions come from creating authentic connections to employees’ passions. At our core, it’s about spending time outdoors. Programs like TactaTreks, which takes top-performing team members on epic outdoor adventures with leadership throughout the year, aren’t just fun. They also bring employees together around shared values. Even offering extra PTO days for time exploring the outdoors reinforces that we prioritize what our people value most.

Culture is truly a lived experience that connects your people to your purpose. It’s built around the moments that create community and inspire teams to do their best work.

Purpose and values are the foundation to lasting loyalty. By consistently leading with your core, staying connected to your customers, and creating human connections with your community, you don’t just win, you build a brand with staying power.

Jeff Peel is CEO and cofounder of Tactacam.