How Can Brand Values Grow Your Audience?
Brand values are important to define because when you put them out there in the world, they allow you to connect with others who share the same values as you.
Brand values are like a magnet that will pull others towards you who appreciate what you do.
Do you want to grow your social media following or increase traffic to your blog or website? Do you want to attract interested and dedicated followers? And how about customers who are more likely to buy from you? Then consider making your values more clearly available for all to see!
Here are some examples of brands that I love, how they displayed their values and the connection they made with me in doing so.
SIETE: A few years ago I had to change my diet dramatically because I was trying to reduce inflammation in my body that was caused by an autoimmune disorder called Hashimoto's Thyroiditis. I had been experimenting with cutting out certain foods such as wheat (gluten), corn and for a time, all grains. But this was a problem for me because I LOVE TACOS!
Fortunately, I came across a brand of tortillas in the store that said “grain free” and I was excited. Picking up the package, I flipped it over and the first thing I saw was The Siete Story, I was immediately engaged because of the embarrassing family photo from the 1990s that I could totally relate to, so I read on. I read about a mom who created these grain-free dishes to support her daughter’s auto-immune condition and how all of her siblings too went grain free to support her. My heart melted. I was from a large family of 6 kids, so I knew how much that meant to have that kind of family support, that was no easy family decision, I’m sure. I’m also a mom, and I know what kind of work goes into creating dishes for your family with special ingredients! The values displayed in this family story touched me at my core, I became a strong follower and customer of SIETE, I bring the chips to every party I go to and tell everyone their story. I’ve become an ambassador for them, for free! That’s the power of brand values on display!
GABRIELLE BERNSTEIN: Since starting my own business back in Fall of 2020, I’ve done quite a bit of personal development. This is partly because it kind of goes along with the territory of gaining the self confidence to make that leap into starting a business, but also because the pandemic had left me questioning a lot in my life, so it was a very interesting subject matter for me. I came upon Gabrielle Bernstein, as many people probably do when you are exploring the personal development space, she has definitely built a name and a following for herself! And I can tell you one thing, she certainly knows how to use her brand values. Even when she was relatively new to me, a friend of mine showed me her The Universe has your Back card deck and as soon as I read the words on the back of the box, I was hooked! Cleverly printed in bold font are her values:
STRENGTH, SYNCHRONICITY, SUPPORT, SAFETY and JOY.
During this time of exploration, I wanted to feel all of those things, I felt like she was speaking directly to me through these words, I couldn’t wait to read more. When you know what your values are, you can weave them into the messages you share, creating connections with others who align with your values!
SUNBASKET: Three years ago I needed a solution to make cooking at home a little easier but I was not willing to sacrifice the quality of food I buy. After searching through many companies that offered weekly meal kit delivery, I came across Sunbasket. They had the options I was looking for - gluten free, paleo meals with organic ingredients. I was sold! I had found a brand that aligned with my values.
Earlier this year, my meal kit boxes got a new look. I was intrigued. I opened my app to cook and discovered an entire brand story announcement to go along with their new look. They were showing us, their customers, that they care about what we care about:
“We believe healthy meals should taste good first and do good always. Ingredients Matter: We work with the best farmers, ranchers, and fishermen--folks who go above and beyond to nurture the land and animals in their care, because we believe that delicious food starts with a respectful and reverent relationship to nature...” --Sunbasket
Ordering from Sunbasket makes me feel like I’m supporting those farmers and ranchers too. And that makes me happy. People go above and beyond to support things they believe in. When SunBasket made that new branding announcement in the App, they connected with me as a customer and made me feel like I was part of the mission too.
These are 3 fun examples of how you can share your values with the world and connect with ideal followers and customers! I hope this displays how important it is to put your values out there, let people know what you care about. Don’t be afraid to share who you are and what’s important to you.
If you need help getting clear on your brand values, I have a free resource for you. A branding cheat sheet that is available by clicking the button below. Download it today and don’t miss out on the amazing opportunity to connect with the people out there who are looking for you and need what you have to offer.
