Building a brand on what matters most.
Values-based marketing is pretty much what it sounds like — leading with your values in everything you say, do and create.
We LOVE values-based marketing because it puts the customer first.
Let’s face it — when you look at what you’re offering you can probably find a very similar product or service a dozen (or hundred-thousand) other places.
But as consumers and clients, we feel GOOD when we support businesses that share our values.
If generosity is one of your core values then you’ll feel better buying from a business that gives 10% to charity.
If the environment matters to you, then it’s important to you that your leggings are made from 25% recycled plastic instead of a cotton/spandex blend (because cotton is hella bad for the environment).
If equal pay and human rights are something you think about when you shop then you’ll choose the products that are fair trade and offer fair wages.
And you won’t mind spending a little more because making decisions that align with our values makes us happy (our brains release dopamine = pleasure).
Making your values evident everywhere in your brand gives your clients a reason to choose YOU instead of comparisons based on price (let’s avoid that, shall we?)
And values give us an opportunity to connect more deeply with our ideal clients which means more of the right people showing up to your discovery call and less time serving people that aren’t a good fit.
I recommend my clients choose 3–5 core brand values.
Here’s the thing though…
It isn’t enough to just SAY “honesty is really important to me”. Or sprinkle words like honest, truthful, or integrity around your website.
You have to SHOW us. (I know, I know the “old show vs tell”)
Start by brainstorming a list of stories you could tell about HONEST (if that’s your value).
- a time (personally or professionally) someone wasn’t honest with you and how you felt
- how you build honesty into your products or services
- how honesty is different from transparency (an often-used biz term that you’re just not feelin’)
- share client testimonials that talk about how much they trust your brand because you always tell it like it is
See how your brand values can be generative?
Knowing what they ARE and why they’re IMPORTANT to you is just the beginning.
For writing prompts and copywriting advice follow me on IG @heartlinesstudio
