Brand Values & Customer Connection Go Hand in Hand

In today’s complex world, it’s more important than ever to stand for something. Our belief systems and values touch everything we do, from our relationships to our work to even our purchasing decisions. Therefore, it’s imperative that brands develop their own sets of values. These core principles not only guide the daily ins and outs of your business, but also they determine how your brand positions itself in the market and the way it connects with customers.

Emotion Matters

Your customers are human beings with feelings, and humans are values-driven creatures. Our deepest-held beliefs serve as roadmaps for our lives and they shape our choices. In other words, consumers are likely to support brands with values that closely align with their own. Therefore, defining your brand’s set of values is a crucial step in your overall brand development.

When you know what you stand for, it influences every aspect of the way you do business. It provides your customers with unique opportunities to connect with your brand. It’s also important to consider the things that are meaningful to your customer segments and keep those things top of mind. In the end, you’ll be much more likely to effectively engage customers who can emotionally align with your brand’s core values. 

Think about brands like Toms, Starbucks, and Ben & Jerry’s Ice Cream. These national brands are all known for their demonstrated commitments to social responsibility, whether that’s through donated shoes, ethically sourced ingredients, or a willingness to speak out about injustices observed. No matter what your brand stands for, there are infinite ways to put your values into practice. Some examples of this include creating volunteer opportunities for your team or donating a portion of profits to organizations with causes you believe in.

Strong brand values can also serve to differentiate your business in the marketplace, setting you apart from your competitors. These values strengthen your credibility, while building your customers’ brand loyalty. A business that gives back, promotes positive associations, or in some way encourages people to lead better lives, is a business that’s positioned to succeed.

Be Authentic

Always remember, it’s imperative that these values are genuine. They can’t just be words splashed across a web page. The authenticity of your brand’s core values gives them power and customers a reason to believe. Those who connect with your brand through these shared belief systems will become advocates, and each of their meaningful transactions will lead to more of the same.

Perhaps it’s time to ask yourself if you’ve defined the core values of your business? Identified those deeply rooted beliefs that set you apart?  If you’re looking to refine your brand and the core values that drive it, our Maycreate team can help. We know how to ask the hard-hitting questions and uncover the essence of what sets you apart from your competitors, while highlighting touch points that will help you more genuinely connect with your customers. Contact our Brand Strategist and Account Supervisor, John Wagoner, and get started today. (jwagoner@maycreate.com / 423.255.9961)