We all embrace individual authentic values and your brand is the “face” of your business. Advertising initiatives are often the first introduction that prospective customers have to your brand. When it comes to first introductions, if it goes badly, you rarely have a chance at another attempt. If a prospective client senses that your brand is inauthentic, chances are those customers will be gone.
Authentic Core Values
A significant part of creating and developing an authentic brand is stating an authentic set of core brand values to your clients. As with brand authenticity, small- to medium-sized businesses may be reluctant to articulate their beliefs in fear of alienating potential customers. But outlining core values are not just important to your branding initiatives, but to your business as a whole.
Entrepreneurs interested in building a brand to succeed in the long-term understand that the core beliefs of their business should extend beyond maximizing profit at all costs. While the leaders of publicly-traded, for-profit companies are required to prioritize shareholder value, it is a misconception that this is the only core principal of business.
Many businesses, from the largest corporations to the smallest, have other important core values that coincide with the interest in boosting profitability. In fact, some businesses sacrifice profitability in order to adhere to a core value and attract loyal customers who share those values. For instance, a business that purchases Fair Trade products may intentionally increase their costs to offer a product that adheres to a core value of equitable trade. This has the intention of attracting customers that share the same interest.
Define and articulate
Core values aren’t an abstract that has to be created and brought to life by a branding or marketing expert. The principals of your business begin to take shape the minute you established your business. They’ve played a key role in every decision you’ve made, from the most significant decisions down to the small ones made on a daily basis. However, it’s entirely possible that you’ve never identified, defined and articulated these values before.
Some entrepreneurs may be fearful that making your core values public can alienate potential and existing customers. However, you can’t be everything to everyone, and companies that fail to establish distinctive, core values run the risk of alienating potential customers. For instance, failing to incorporate your core values into your brand such as identifying your business as a Fair Trade participant, doesn’t give socially-conscious consumers a reason to choose your business over a competitor.
cut through the “noise”
If you aren’t supposed to be all things to all people, who should share your principals? While branding should never intentionally alienate anyone, it’s okay to be proud of what your company stands for. That pride can help boost the authenticity of your brand and foster brand loyalty.
Why should your customers choose you? While the authenticity of your brand and your core values lie at the center of that question, you may need some help in expressing the answer. Digital branding and marketing requires a concise voice to cut through the digital “noise”. The experts at Blue Zenith can help you to communicate exactly why your brand should be the first choice of your target market!