Brand Values
The Aspect Of Your Business That's More Precious Than You Think
Post Created By Eric Burton | August 1, 2024
One way to communicate the true impact of your small business to consumers is to offer them a glimpse of what it truly stands for. This offering doesn’t mean you have to reveal trade secrets, share a unique recipe, or explain the inner workings of your world-class kitchen gadget. In fact, providing something that valuable might only pique their interest temporarily. The key is to find a balance between transparency and intrigue. You can provide ‘value’ in a different way by allowing consumers to make assumptions about the guiding principles that shape your brand’s actions while still maintaining a level of mystery that keeps them intrigued.
Try this: Reflect on your first interaction with your favorite brand. Was it a planned visit or a chance encounter? What scents greeted you as you entered the store? What sounds filled the air? How did the staff respond to your questions? And what prompted you to become a repeat customer? If you can recall the answers to at least three questions, you’ll realize these experiences link to specific ideals and evoke particular emotions. These memories and experiences foster positive emotional responses and provide clues to a brand’s values.
Although the psychological responses to particular experiences result in the consumer’s subconscious understanding, receiving even the slightest bit of intuitive information keeps consumers connected with the brand, even in the comfort of their homes. Expressing your business’s core values at your storefront and through other mediums like the web, video, and customer service showcases what your brand cares about and builds trust and credibility with your audience.
Furthermore, today’s consumers are increasingly conscious of their purchases’ ethical, social, political, and environmental implications. This means they consider factors such as a brand’s stance on sustainability, its treatment of workers, its involvement in social issues, and its political affiliations. This concept is crucial because certain aspects of your brand’s values will likely resonate with their ideals, making your business appear approachable and forward-thinking, while others won’t.
Brand Values
When attempting to discover brand values for your business, it’s important to consider the following details:
- The origin of the company and the business owner’s entrepreneurial journey.
- The inspiration or need behind starting your product or service.
- The values and traditions that make your product or service unique.
- The process behind your product or service and what makes you an expert.
- The social movements your brand is currently aligned |with or aiding.
- The challenges and pitfalls your business faces and how it overcame them.
- What current consumers say about your business based on feedback from purchases.
