Build Trust with Buyers Through Values-Based Branding
Spin Creative • May 1, 2021
If the last year has taught us anything, it’s that values are important to consumers. It’s no longer enough to sell a great product or service—customers are interested in brands with strong missions and a sense of social responsibility.
As the market gets more and more crowded, brands want to secure loyal customer bases. But in order to do this, brands need to first make sure they are communicating what their companies stand for. According to Sprout Social, two-thirds
of consumers want brands to align themselves with the important social, civic and environmental issues of today.
Brands who fail to use their platforms for good are quickly being passed over for those that are. It appears that consumers are much more willing to support brands that give back, speak up and take a stand. This is why it’s so critical for businesses to home in on values-based branding.
Aligning your brand to a set of values
As consumers increasingly weigh the social and environmental impacts of their favorite companies, brands would do well to ensure their own missions and values are clearly outlined. Developing these values is a key part of brand building and lays the foundation for your brand story—who you are as a business and why you do what you do.
Take stock of the social commitments evident in your branding. Does your company have an outlined set of values and a mission statement? Have you launched any charitable branches or become affiliated with a good cause? If these things aren’t already ingrained in your branding, figure out which values fit best.
Beyond aligning your brand to a set of missions and values, though, these commitments must be authentic aspects of your business. Build your values into your branding so that the mission and the business are inseparable. Consistency and transparency are key in building brand authenticity, especially when it comes to social responsibility. Your customers need to trust that your intentions and values are honest and are not merely a marketing ploy.
Communicating your values to consumers
Having strong company values means little if your customers don’t know about them! In the age of heightened corporate responsibility, consumers need to see those values and commitments in action. Brands should showcase these things in a few ways:
• Put it on your website:
On the most basic level, your brand values and mission statement should be on your website where consumers can easily find them. Make it a dedicated page and provide information about how your brand commits to these values every day.
• Brand story video:
Crafting a brand story video
is an engaging and effective way to communicate your brand’s history, passions and values. Through this medium, you can truly tell your story and connect your values to the “what” and “why” of your business. Beyond building brand awareness, videos can generate a lot of trust.
• “Doing good” campaign:
To really drive your values home and prove that your brand is committed to making a difference, consider dedicating an entire campaign to this purpose. Videos, social posts, blogs and specialized branding (like a clever take on your logo or tagline) can help you highlight exactly how your brand does good for the community, the planet or another cause.
Strong branding is at the core of every socially responsible business.
For help in honing your brand’s direction, say hello
to Spin Creative.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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