Considering the code of ethics as brand
In the first of a weeklong series on codes of ethics, DLB examines the ways in which a doctor is like a McDonald's.
A while back, we brought up the dilemma of balancing business with authority. How can experts like designers be trusted not to misuse their expertise for the sake of profit?
In that same post, I suggested that a potential solution to the problem of trusting authority is a code of ethics. Today, I want try and connect this idea with some of our previous writing and state that a code of ethics is a form of branding.
Promises: the basis of trust
Trust is essential to conducting business, as it is in any relationship. On BlogLESS, we’ve written many times about how trust appears to function between a company and its customers. To recap: businesses make promises via advertising; these promises fulfilled generate trust. Branding is the art of determining which promises a company should make in order to generate the kind of trust that leads to sales.
A code of ethics is an expression of one’s professional responsibility. Like a brand, this expression involves a set of promises: Lawyers swear to uphold the law for everyone, regardless of their crimes or station; doctors swear to do no harm. A professional oath is a public statement of one’s commitment to ethical behavior.
As customers, this is the basis of our trust in the profession. We do not know each doctor personally, but we have some trust in doctors, in part, because they take the Hippocratic oath. This is not all that different from McDonald’s promising us cheap, good-tasting food.
Identity and Enforcement
However, this doesn’t quite help us solve the problem of authority. We’re still left with the question of enforcement. Anyone can tell if McDonald’s is breaking its promise. A bad burger is obvious. But non-experts don’t often know when they’re being fooled by professionals.
Other professionals do know. This is the second idea that connects brands to codes of ethics.
Brands aren’t just concerned with the relationship between companies and their customers. They also work internally, within the the culture of the company itself.
As Noah Brier writes, those within an organization identify with their brand. That’s they only way it can be. You can’t keep two sets of books when it comes to your values. Brands must be internally consistent: the culture of the company is in service to the promises made to the customer.
Similarly, oaths serve to reinforce the identity of a profession. A code of ethics unifies professionals as a single body that follows one set of principles and signifies that ethical behavior is expected to be the norm.
With these norms established, there should be less pressure to commit unethical acts because the profession has agreed to play fairly in its contract with the public. Trust is created first within the profession, so that others may trust the profession.
As there can be no profession without the public’s trust, it is in professionals’ best interest to maintain their “brand” through ethical practice. The existence of a code of ethics charges (and empowers) all within the profession with safeguarding the brand by policing other professionals who would violate its norms.
Moving Forward
A code of ethics might act like a brand, but it lacks the visual language. How do you know if someone took an oath or otherwise follows a code? Might there be an equivalent to the “golden arches” for professional designers?
We’ll pick up there on Wednesday.
| Tagged with: | Branding, Code of Ethics, Design Ethics, McDonalds, Trust |
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Comments on this post
1.
It’s true that a code of ethics can be like a brand for a company but that also means that the company has to follow the rules set in the conduct. Unfortunately not all companies have a code of ethics or don’t follow it. I read a presentation from Med Yones, a business management specialist. The presentation covers many of the aspects of ethics and it also proposes a professional conduct, which is in agreement with the ethical and social responsibility standards. More information on
http://www.ceocoach.us/ceoseminars/ceoseminars_bodceoexecutiveethics.pdf
2.
Thanks for your comment, Parker.
You’re right that not every company has a code of ethics and not every company that does follows it.
However, the point we’re trying to make– which, I think, we’ll make better shortly– is that:
1.) Like a brand, a code of ethics is an important part of a company’s identity. It is part of how companies and professionals generate trust. Those who do not have codes of ethics are at a disadvantage compared to those who do not.
2.) If you don’t follow your code of ethics, thanks to the internet, you run a real risk of being exposed and suffering a breach of customer (not to mention, professional) trust.
We’re a little off topic, because what we’re really working on is a code of ethics for designers, which is a bit different. But I think the principles of professional and/or business ethics are a good place to start.
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