People are sharp these days, and they can tell when a brand’s words are just window dressing, and they’re quick to spot a disconnect between what’s said and what’s done. That’s important to know in a world where more and more businesses are trying to court the “conscious consumer.”
So, if you care about being consistent and want your audience to see you as authentic (and trustworthy), your values need to be more than just present on your ‘About’ page. They should be felt in everything you do.
That’s a nice start to a post, but it’s a little vague. How ,exactly, should a new business do this? Well, don’t worry, because we believe the following advice can be applied as a fundamental aspect of your decision making:
Live Them Internally First
You can’t showcase values to your audience if your own team doesn’t believe in them. That means they have to be more than just buzzwords in a mission statement. If you say you care about sustainability, are you giving your employees the tools to support that, such as a bike to work scheme or the means to contribute to charities they care about? If fairness matters to you, how does that play out in how you hire or promote people? If you care about ethical sourcing, what about the bulk organic sugar you buy for your coffee products?
It starts inside. If your staff believe in the direction and feel included in what the business stands for, then you’re more likely to see that energy ripple outward, and you can be proud any time you’re asked about it, be that in in customer service calls, how you post on socials, or even in the way feedback is handled.
Let Your Decisions Reflect Your Values
It’s easy to think you insert values later on, but values have to guide actual choices. For example, if transparency is one of your main pillars, then don’t go quiet when things go wrong, but use it as an example to show the kind of communicative brand you are. Tell your customers what happened, what you’re doing about it, and what comes next. People love redemption more than they love a downfall, so to speak.
Similarly, if you’re proud of where you’re from, then show up to community events, sponsor local initiatives, and highlight your customers or partners, You can also engage in conversations with the locals as part of your online content.
Let Others Talk About It Too
Sometimes the best way to showcase your values is to let your customers or partners talk for you and empower them to do that. A good and honest review that mentions how well your team handled something tough can carry more weight than a perfectly worded tagline or smart copy, even if it’s nuanced, and so, perhaps rewarding customers with a 5% discount if they leave an honest review could be a lovely choice to make. This way you allow others to talk about your value,s which can give them more authenticity than if you’re just drawing attention to them.
With this advice, you’re sure to commit and showcase your brand values with pride.
