The other day, we were having a discussion with a client about values. It’s certainly not an easy topic, especially when it comes to how you as a person or as a company brand project those values in the marketplace. The hard part, of course, is that many small companies and owners want to keep their brands “values agnostic,” in the sense that if people don’t share your particular values as a business owner, you don’t want to piss them off and lose their business. It’s also that, when people first hear the word “values,” they often think of it as having some sort of political affiliation, which many businesses want to avoid. And certainly, in today’s divisive landscape, values can be seen as a left/right phenomenon when they actually aren’t.  

That said, the truth is, values matter. A lot. And it’s important to establish what those core values are because they will inform you how you project your brand and, in turn, connect with audiences.  

In the past, we’ve talked a lot about authenticity – the idea that you should really market based on who you are, and your values obviously make up a big part of that. That doesn’t mean you necessarily have to scream all your values from the rooftops but incorporating it into your marketing allows you to do two key things:

• • Project a brand you’re comfortable with (because it reflects your values ultimately)
  • Connect with people who also share those same values that you do, and hence, customize your messaging to those target audiences.

Let’s take a rather polarizing example, but one that’s instructive: Business or business owners that clearly value, most of all, money. For some, that may seem like a bit of a shallow pursuit and by projecting it, a business can risk limiting the potential audience. But if that’s really who you are as a business, it can work to project this value unabashedly. Why? Because there are indeed others out there who may share your valuing money above other characteristics. In that way, your brand can resonate even more strongly with them, while others might dismiss you.  

Here’s a question in reverse to consider: Imagine you are a customer who was to really wanting to learn how to make the maximum amount of money in your business. Would you want to go with a company/trainer who values money, or someone who doesn’t really value it? The truth is, if money really motivates you, you’d want to probably learn from others who also are motivated by money, right? We’re, of course, not considering how you as a customer would evaluate the products/services in question, but all things being equal, you’d likely be swayed in the direction of the money-valuing trainer/service. That’s where your values can be the difference in that purchase decision.

What Values Are Right for Your Business?

First, it may sound obvious, but start with those values you truly inhabit. One mistake we see many companies is that they project certain values to appeal to audiences but don’t really, truly believe them. The problem that happens is that, over time, businesses can’t sustain that brand image because the values they really hold don’t square with the values their projecting. And eventually something breaks.

A good place to start? Try thinking about certain universal values that can appeal to the broadest audiences and then narrow it down from there. Examples include:

Universal Values

• • Love
  • Respect
  • Equality
  • Empathy
  • Comfort
  • Dignity
  • Productivity
  • Responsibility
  • Honesty
  • Professionalism
  • Accountability
  • Justice (general)
  • Common Sense
  • Tolerance
  • Freedom (but really depends on the intent as it’s also a bit of a loaded word politically these days)
  • Creativity
  • Hard Work
  • Quality
  • Compassion
  • Sincerity
  • Strength
  • Kindness
  • Consistency
  • Clarity
  • Charity
  • Honor
  • Gratitude
  • Humility
  • Cooperation
  • Credibility
  • Unity
  • Truth
  • Timeliness
  • Transparency
  • Sustainability

With the above list (and it’s hardly exhaustive), you’d probably get few people who would object to any of those. And, best of all, it would also certainly align with most audiences’ values and belief systems.  

Industry-Specific or Business Specific Values

There are certainly other values too that you might consider based on your own unique approach to business or maybe your industry (assuming you also inhabit those values). But these may also limit your audiences (which is fine as we’ll talk about below) as they may not be so universally held:

• • Power
  • Money/Wealth
  • Success
  • Spirituality
  • Solitude
  • Quirkiness
  • Structure/No Structure
  • Intelligence
  • Teamwork/Individuality
  • Predictability/Unpredictability
  • Beauty
  • Status
  • Optimism/Pessimism
  • Compromise
  • Winning
  • Social Justice (this one is a bit more complex than general justice in terms of the political atmosphere)
  • Simplicity/Complexity
  • Passion
  • Fun/Seriousness
  • Diversity (yes, there is a large swath of the population that doesn’t believe in this)
  • Security
  • Conformity/Non-Conformity
  • Tradition/Non-Traditional

Again, this is only a partial list. And you may certainly have other values that you hold that may be unique to your or your particular audiences. The point is, with either list, what you’re really looking to do when selecting certain values is to create that emotional connection with your audience, which is an essential first step for any buyer on the way to a purchase.

Why It’s OK to Narrow Your Audience Based on Your Values

As mentioned, a lot of businesses we know are shy about taking a stand when it comes to values. But often it also leads to rewards as those who believe the same that you do, who can become more loyal. Nike is a great example of a company that does take, for example, a stand for social justice. For some, it’s off-putting. And it’s certainly made the company lose some customers. But others, especially many athletes, tend to embrace that and it makes them even more loyal to Nike for taking that stand.[1]

Putting It All Together

How do you use those values that fit you and your audience in your marketing? In the ideal world, it’s one part of the brand narrative you’ll put together and project, along with taking into consideration other qualities about you and your audience. If you need help with this or are interested in a narrative development session of some kind that includes your values, don’t hesitate to contact us for a free consultation. We’ll be happy to discuss your brand strategy or other marketing needs you may have.   

[1] That said, social justice is not the only value it espouses. Nike also stands for much more universal values: comfort, equality, hard work etc.a