Connecting With Clients: The Essential Role Of Brand Values
In a competitive market, standing out isn't just about having a great product or service. You need to be able to connect with your ideal clients on a deeper level. This connection is often rooted in the core values of your brand.
Understanding and effectively communicating these values can create strong, lasting relationships with clients. In this article, we explore what brand values are, how to define them and the best way to communicate them effectively.
What are brand values?
Brand values are the fundamental beliefs and principles that drive your business. They influence every decision, from how you approach your work to the client experience. When clients see that your values align with their own, they are more likely to trust and remain loyal to your brand.
For example, a garden designer who values sustainability will prioritise environmental practices not just as a marketing tactic, but as a core aspect of how they approach their work. This commitment can attract environmentally-conscious clients who share similar values.
How to define your core values
Defining your brand values is a crucial step in building a strong brand identity. Here’s a step-by-step guide to help you establish your brand values.
1) Reflect on your mission and vision
Start by revisiting your mission and vision statements. What are the overarching goals and aspirations of your business? Your values should support these long-term objectives.
2) Identify core beliefs
Think about the principles that are most important to your business. What do you stand for? What qualities do you want to be associated with your brand? These beliefs will form the foundation of your values.
3) Consider your audience
Use your values to sell your services. Understand what matters to your target audience. Aligning your brand values with your ideal clients can enhance connection and loyalty. If they identify with you, they’ll likely be your ideal client and want to get in touch.
4) Narrow down and prioritise
You might identify many potential values, but it's important to narrow them down to 3-5 values that are most crucial to your brand. This focus ensures clarity and consistency.
Clearly define each value and elaborate on what it means for your business. Provide examples of how these values are embodied in your business. Make sure you cover these 3 categories:
What you do and how you work
How you want people to feel about your brand
The experience of working with you
How to communicate your brand values
Once you have defined your brand values, the next step is to effectively communicate them to your target market. Here’s how you can do it:
Incorporate values into your branding
Ensure your brand values are reflected in your logo, tagline and overall brand messaging. Every element of your brand identity should communicate your core values.
Share your story
77% of consumers buy from brands who share the same values as they do (HavasGroup, 2019). Choose values relevant to your niche and use storytelling to illustrate how your values shape your business.
Share anecdotes and case studies that highlight your commitment to these principles. This makes your values authentic and relatable. A brand who can demonstrate that they genuinely care will build a stronger relationship with clients.
Engage on social media
Use social media platforms to share content that reflects your brand values. This could be through posts, videos, or interactions with followers. 81% of consumers said that they need to be able to trust the brand in order to buy from them (Edelman, 2019). Authentic engagement can showcase your values in action.
Train your team
Your values will help build strong relationships with clients but are also vital for employees or future employees. The people that represent your business will help drive your brand message. They’re at the forefront of your business and play a big role in the communication between your business and its clients.
Ensure that your employees understand and embody your brand values. Provide resources to help them integrate these values into their work and client interactions.
Final Note
Brand values are more than just words; they are the essence of your business. They guide your actions, shape your brand identity and helps build meaningful connections with your clients.
By defining and communicating your brand values effectively, you can create a loyal client base that not only believes in your work but also in what your brand stands for. Follow this guide and watch as your core values become a powerful tool for building lasting relationships with your clients.