04: Building a Brand
Values
What are your values? What do you stand for? Customers are drawn to companies that they can relate to, and for that to happen you have to stand for something. It can be as simple as the ingredients you include and how you source them, to a larger mission of giving back to your community. Whether it’s health, sustainability, nutrition, convenience, or any other core principle, your values define your brand and set you apart in the marketplace.
Why Values Matter
Values are the essence of your brand’s identity. They guide decision-making, influence your company culture, and attract like-minded consumers who share your beliefs. By clearly defining and communicating your values, you build trust and loyalty among your audience. People don’t just buy products; they buy into brands that reflect their own values and aspirations.
At TeaSquares, one of our values was to “Fuel Your Purpose”, we wanted to help people get the energy to achieve their goals, while also employing individuals from underserved communities.
Defining Your Values
To define your values, start by asking yourself:
- What principles are non-negotiable for your brand?
- What impact do you want your business to have on the world?
- What beliefs drive your business decisions?
Once you have clarity on these questions, you can articulate your values in a way that resonates with your audience.
Wild Planet Foods
Let’s look at how Wild Planet Foods, a sustainable seafood company, exemplifies living by their values. Sustainability is at the forefront of everything they do. From their website to their packaging, they reiterate their commitment to sustainable fishing practices.
As you open their About page, you’ll see their elevator pitch emphasizing their core values: “The future of our oceans is at stake, which is why since 2004, we’ve been using our canned products, our practices, and most importantly, our passion, to inspire lasting change.” This message resonates with customers because it speaks directly to their interests and concerns. Wild Planet Foods is not just another canned fish company; they are making a significant impact on ocean sustainability and changing how we consume seafood.
By establishing what your values are from the very beginning, you’ll be able to build a brand message around them and attract like-minded consumers.
Incorporating Values into Your Brand
- Mission and Vision Statements: Your mission and vision statements should reflect your core values. These statements provide direction and purpose, both internally for your team and externally for your customers.
- Brand Messaging: Consistently communicate your values through all marketing channels. This includes your website, social media, advertising, and packaging. Make sure your values are clear and evident in everything you do.
- Operational Practices: Live your values through your business operations. If sustainability is a core value, implement eco-friendly practices in your supply chain, product development, and office environment.
- Customer Engagement: Engage with your customers around shared values. Create content that highlights your commitment to these principles and encourages customers to join you in your mission.
Benefits of Value-Driven Branding
- Differentiation: In a crowded marketplace, values can set you apart. They give customers a reason to choose your brand over others.
- Customer Loyalty: Consumers are more likely to remain loyal to brands that share their values. This loyalty can translate into repeat purchases and long-term brand advocates.
- Employee Engagement: Employees are more motivated and engaged when they work for a company that aligns with their personal values. This can lead to higher productivity and lower turnover rates.
- Positive Impact: By adhering to your values, you can make a positive impact on society and the environment. This not only enhances your brand’s reputation but also contributes to the greater good.