03 — Irresistible Attraction: Find Your Brand Values
Have you ever felt a connection with a brand that just seemed to get you? You might have connected with a nature-friendly camping brand that shares your commitment to the natural world. Or, maybe, an inclusive clothing brand reflecting your belief in body positivity and diverse sizing.
If you can relate to that feeling, then you understand the importance of leading with values. When a business genuinely reflects your deep-seated beliefs through its values, it builds an emotional bond that goes deeper than just liking its products or services and makes you feel part of a values-driven community.
Like this post? Pin it on Pinterest 📌
What are Brand Values?
Simply put, brand values represent the heart and soul of a business — the beliefs that influence their actions and decision-making.
You can think of a brand as a person you're getting to know; much like us, brands have personalities, principles, and beliefs that characterize them. These are their brand values.
Imagine a friend who is all about minimalism and ethical living. Their brand values could be simplicity, no waste, and social consciousness. The products they buy, the companies they support, and even how they decorate their home all tie back to those core ideals.
Why Should You Define Your Values?
Let's explore what clearly outlined brand values can do for your business:
1. Differentiation
Shopify shows that customers are four times more likely to buy from brands who uphold their values. People want to support businesses that take a stand on issues they care about, and doing so can differentiate your brand from those who don’t have strong, shared values.
2. Brand Stories
Just like a great novel has an underlying theme, your values are part of the core narratives that shape your brand story. They guide the tone, conflicts, characters, and the message. For example, if empowerment of women-led businesses is one of your values, your story should elevate women's voices. Brand values bring authenticity to your storytelling and build bonds with audiences.
3. Consistency and Trust
When you lead with your values, you attract like-minded communities who vibe with your purpose. If you can consistently deliver experiences aligned with those values, you will earn their trust over time. Consistency is key.
Keep in mind that brand values are not a marketing tool in and of themselves. A list of values on your website won’t cut it. Your brand values should be lived and shared through your actions. It's by authentically embodying your values that you'll attract an audience.
THE LAUNCH LIBRARY PORTAL
Unlock access to The Launch Library Notion Portal, a suite of resources made for purposeful and profitable brand-building.
How to Define Your Values:
Now you know why brand values are important, it's time to define your own:
1. Reflect on Your Purpose
First, reflect on the core purpose of your business. What is the driving force behind what you do? What vision propels you forward?
2. Identify Your Core Beliefs
Consider the beliefs that guide your business decisions and actions. What principles are most important to you?
3. Understand Your Target Audience
Gain a deep understanding of your customers (we recommend creating an ideal client avatar, so you know exactly who you’re speaking to). What values and aspirations do they hold? How can your brand align with their needs and desires?
4. Analyze Your Competition
Look to your competitors. What sets your business apart? Identify your unique selling point.
5. Brainstorm Keywords
Explore words and themes that resonate with your brand identity and beliefs. This will help you create a brand voice that captures the essence of your values.
Brand Values Deck Template
Join the newsletter below to access the Notion-based brand values deck to find the guiding principles at your brand's heart.
Craft Your Values Statement:
The Values Statement Formula
Using this formula, write your brand values statement: Our brand values are rooted in (your core beliefs), as we strive to (your purpose) through (your unique value proposition) for (target audience).
For example: Our brand values are rooted in prioritizing nutritious and sustainable choices. We strive to empower individuals to make informed and healthier lifestyle choices through transparent practices and a community-centric approach for our customers and the planet.
˜
Brand values are more than words on a website. They represent the driving force behind your business and create emotional connections when actively embraced. So if you want to create an irresistible attraction for your ideal audience, deeply reflect on your values, get specific about what they are, and most importantly, live them authentically.
CONTINUE READING
A brand vision statement defines an aspirational future for your business - what impact you want to create in the world. It taps into your core purpose and differentiates your brand.
