The topic of values, and how they impact our lives, is a popular one today – and for good reason! Not only are our values a foundation for how we live, they also can do the same for how we work, and how we connect with customers. It’s pretty basic, really – incorporating your values into your branding, as well as the way you operate your business, will align your business with likeminded people. Likeminded people are more likely to buy from you, and they’re more likely to be satisfied with your product or service. Even better, you’re more likely to enjoy working with them, because your values are in alignment. Pretty great, right?
You know the saying… People do business with businesses that are about the people.
Shared values helps to build trust and goodwill. When your customers value the same things as your business, they’ll feel an instant connection and be more likely to buy from you.
Understanding what our customers truly value is one of the most essential things you can learn about them before you work with them.
In case you’re wondering, when speaking of your values in your business, I’m referring to the things you believe in, what your business stands for, your ethics and morals, and what guides the choices you and your team make. Sometimes, a business will have an “official” mission statement that incorporates their values, but just as often, they’ve never even considered it.
So what do you do when you understand the benefit of a values-based marketing approach, but you don’t yet have your business’ values identified?
Here’s an exercise: try brainstorming a list of words you’d use to describe the character of your business. These words should have nothing to do with what you sell, and everything to do with how you treat your customers and your team, how you engage with your community, and how you want your business to be perceived, both by the people who buy from you and by the world at large. In other words, don’t think so much about what your business does, but how your business does it. What’s really important to you?
(For inspiration, here are some values-based words to think about: honest, genuine, family-oriented, friendly, warm, authentic. Do any of those resonate with you?)
Once you’ve identified your values, they can be integrated into your branding, marketing, messaging and procedures. All of which will naturally attract the kinds of people you most want as your customers.
This strategy of connecting with people on the basis of values is far more effective than traditional sales and marketing techniques, in which the product is the focus and people are all but forgotten. Not only does it drive more sales, but it results in more authentic, satisfying work. We can’t think of a better way of doing business than that!
Are you in need of business branding and interested in a design that integrates and reflects your values to reach your ideal customer?
At Verve, one of the first conversations we have is to discuss your brand values. This way, we can use those values as a basis for everything we create, including your branding. If you want a more authentic and values based business brand click here to see our packages!
Co-owner of Verve Design, Teegan’s 12+ years of experience in design and marketing, and her love of mindfulness and meditation brings strategy with intention and creativity with purpose.