How your brand values shape your business

When you think of brand values, what’s the first thing that comes to mind? Perhaps, something like “They’re words that describe what a business believes in and stands for”?

Or maybe "Brand values? Yawn. Who cares and why are they relevant for a blog for a marketing agency?"

Both of those are valid responses — we get it. And honestly, for many businesses, values are treated as internal information that’s not particularly relevant day-to-day — least of all to their marketing efforts or their customers.

But trust us when we say: understanding and communicating your brand values is key to creating a meaningful connection with your customers and building a successful business. This is increasingly true and valuable knowledge to have in your marketing arsenal.

Consider this: a recent study on purchasing behaviors indicated that a huge majority of Millennial purchasers — 83 percent — favour brands and businesses whose values are aligned with their own. This values-based shopping is even more popular with the up-and-coming purchasing power of Gen Z — around 90 percent say they would be willing to spend 10 percent more money on sustainable products. With value-aligned, ethical consumption a clear priority, letting your target market in on what your business stands for is now more important than ever.

Walk the walk: know your brand values and wear them proudly

Brand values are the foundation of your brand identity, and they should shape how your business operates and communicates with the world. These values are the principles or beliefs that guide your business. They're the things you stand for, the things that are important to you and your brand.

So, have you established your brand values? If you haven’t yet, it’s time to get cracking.

How does a business go about identifying its brand values? Start by thinking about what's important to you and your business. What principles do you want to uphold, and what do you want to be known for? You might also consider your target audience and what values they prioritise. Once you've identified your brand values, you can begin to communicate them clearly and consistently through your marketing efforts.

It's important to note that your brand values should be more than just buzzwords or trendy phrases. They should be authentic and ownable. If you say you value transparency, for example, but then hide important information from your customers, you're not living up to that value.

Let's say, for example, that one of your brand values is sustainability. This says “We prioritise environmentally-friendly practices and make an effort to reduce our company's carbon footprint.” Walking the walk in this instance is undertaking business in a way that reduces your impact on the planet. For example, “We use only compostable packaging for our products”.

From here, you are well-placed to leverage your brand values as a point of difference that sets you apart from the competition and resonates with your target market. Your marketing efforts might focus on this value by highlighting your eco-friendly products or your commitment to using recycled materials. By doing so, you're not only promoting your brand but also demonstrating to your customers that you share their values. You get them, you’re on the same page, and they can feel proud to align themselves with your brand.

Share and live your brand values

Your brand values are a crucial part of your business and can have a big impact on how you connect with your customers. By identifying and communicating your values, you can build a strong brand identity and create meaningful relationships with your audience.

And remember, it's not just about saying you have certain values— it's about living up to them in everything you do. If you need a little extra support in building a brand that truly reflects your values, get in touch.