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.