Why Core Values Matter for Small Business Marketing
Your brand’s connection with customers is strengthened through authentic storytelling that reflects your brand’s values. Clear core values consistently resonate and are essential.
By focusing on your values and incorporating them into your content and communications, you create a link between what you share and how customers perceive you. They want to align with your values, which influences their decision to buy from you. According to one study, 77% of customers are influenced by brand values.
Value-driven content has a significant impact, from local to global campaigns. This article will show you how to make this approach work for your organization, starting with defining your core values.
Defining core values is crucial for your brand. They should communicate what you stand for and have nothing to do with selling.
Your brand is about more than just the products or solutions you offer.
Core values differentiate you from your competitors and let customers know what it’s like to buy from you. They are the driving force behind your brand and are typically included in your mission statement.
While other aspects of your company may change, such as your logo, website, or products, your core values should remain solid. Although they can be revised, they should not change drastically.
Customers want to buy from brands that share their values. However, defining your core values can be challenging. Once you discover and refine them, they will help build brand affinity and customer loyalty.
Your core values are essentially promises of how your brand currently acts and will continue to act. You must ensure that these values are true. Here are the key components for defining good core values:
Unique: Your values should set you apart from your competitors.
Actionable: It’s not enough to simply state your values; you must prove to your customers how you’re achieving them.
Clear: Vague statements like “we value our customers” are not enough. Clearly explain your values, and ensure they are easily understood throughout your organization.
Incorporating core values into your marketing strategy allows you to connect with your consumer base and drive more sales. According to Harvard professor Gerald Zaltman, 95% of purchasing decisions are triggered by the unconscious. Your core values play a role in influencing these unconscious decisions.
Your brand’s values make you more memorable, and customers are more likely to choose a brand they remember positively. Values help create a deep emotional connection with customers.
Values also create consistency for your customers when interacting with your brand. They help define what customers can expect when engaging with your brand.
Incorporating your core values into your content marketing can improve its effectiveness. Good content provides value to your customers and represents your brand’s values.
Producing fresh and relevant content is key to success in your target market. It attracts ideal customers and increases brand recognition.
Content that shares and explains your core values resonates with customers and builds a deep relationship. When values align with customers, brand loyalty is established.
You can incorporate values into your website content, such as product descriptions, "About Us" page, and blog. Your core values should be well-tied to your brand and help tell your brand’s story.
Values can also be highlighted through people. Sharing stories about your employees and company culture builds trust with your customer base.
Several brands successfully incorporate their values into their marketing strategies:
Adidas: The brand focuses on competition and winning through value-based marketing that appeals to customers’ desire to win and be competitive. They relate winning to a power for change.
Ben & Jerry’s: The brand goes beyond product quality and focuses on economic and social responsibility. It creates trust and affinity by being transparent about its business practices.
Voz: This luxury fashion label from Chile is known for its commitment to environmentalism and ethically sourced practices. It highlights its sustainable production process and tackles fair labor practices in the fashion industry.
Bunmeido Sohonten: A Japanese castella/castilla cake producer with a long history. It builds trust and loyalty by sharing its traditional manufacturing methods and commitment to high-quality products.
Samsung: The brand communicates values of quality, credibility, and design. It focuses on the customer experience through various marketing channels and content mediums.
Building a brand with a strong reputation and loyal customers is a significant achievement. Successful brands share their unique purpose and story authentically and consistently.
Smaller businesses can appeal to customers through personalization and a smaller scale. Leading with values is essential as customers increasingly look for brands that align with their values.
In conclusion, incorporating core values into your marketing strategy is crucial for building a strong brand connection and driving sales. Values help differentiate your brand, create consistency, and establish deep relationships with customers. By consistently sharing your values through your content marketing, you can effectively engage with your target audience and build brand loyalty.
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I’m Andrew Brooks, a seasoned finance consultant from the USA and the mind behind phonenumber247.com.
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