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Defining Your Brand's Purpose: THE ENERGY of Crafting a Compelling Value Statement
f you need your brand to thrive, it must inspire rely upon the minds of consumers.
This is of the most importance, whatever the size or nature of one's business, because in today?s trust economy, folks are more concerned than ever about whether a brandname could be trusted, and whether its values are aligned with theirs.

But if you want to inspire that trust, establish an emotional reference to consumers who share your brand?s values, and gain an edge on the competition by showing consumers that your brand is more trustworthy than the rest, then you have to understand brand positioning.

If you?re uncertain what that is, brand positioning refers to the procedure of establishing a distinctive identity and image for a brandname in the minds of its target audience, particularly when it involves how it?s perceived in relation to its competitors.

And one the simplest way to connect with consumers who share your values, and position your brand as one that could be trusted, is by publishing a value statement.

But what is a value statement, and just why is it so important to the success of one's brand?

On this page, I explain what a value statement is, why it?s so very important to your business, and provide some advice that will help you come up with among your own.

What Is a Value Statement? In the context of brand positioning, a value statement is a concise declaration of a brand?s guiding principles, beliefs, and priorities, defining what it means and communicating its fundamental purpose and vision.

Value statements typically include a group of core values that guide a brand?s behaviour and decision-making.

These values can include ethical considerations, social responsibility, customer service, teamwork, innovation, or other key areas which are important to the brand and its own stakeholders.

A well-crafted value statement is a powerful tool for defining a brandname?s identity, setting it aside from its competitors, and, as I already mentioned, gaining the trust of consumers, and establishing an emotional connection with them.

READ: How to Determine YOUR SPECIFIC Brand Positioning

Defining your brand values and developing a value statement can help one to define what your brand is all about.

But after you?ve determined what those values are, and communicated them to your target audience, you need to make sure that every single aspect of your marketing reflects those principles.

So, if you?re wondering how to inject the values of one's brand into your marketing efforts, then this article is right up your alley.

It explains how exactly to promote your brand values across several aspects of your marketing, together with your website, blogs, and more.

Keep reading on our website.

Why Is a Value Statement so Important for Your Business? Apart from what I?ve already explained, it?s important to note that after precisely what?s happened during the last few years, rely upon major institutions has significantly eroded.

In accordance with Edelman?s 2022 Trust Barometer, since 2020, trust in government and the media has plummeted. But the facts that?s eroding the public?s trust in these institutions?

Well, from my perspective, it has a lot to do with the way our lives were altered during the pandemic.

Because the restrictions imposed during the pandemic disrupted our day to day lives, pushing everything online, face-to-face interactions became increasingly scarce, cyber criminals were having a heyday, and as a result of these factors, and many others, a pervasive paranoia appears to have decreased our trust in many things, including one another.

With that said, it?s clear that consumers are looking for institutions that can be trusted in a world where everything is now increasingly more uncertain.

But surprisingly enough, while rely upon many institutions has been on the decline, trust in business has held strong, and at least according to Edelman?s survey, it?s practically unchanged.

What?s more, this survey discovered that while most respondents consider government and the media to be dividing forces in society, in addition they believe that business is a unifying force.

Much of this trust and admiration can be attributed to the point that many businesses never stopped running, despite the risks posed by the pandemic, providing much-needed products and services to consumers in an era seen as a fear and uncertainty.

At this point, you might be wondering why I?m talking about the pandemic in an article that?s supposed to be about value statements, so let me explain.

First of all, in order to comprehend the way the branding and marketing landscape has changed, and why trust has become such a crucial factor, we?ve surely got to consider what?s influenced these changes and know how we got here.

It?s also vital that you point out that while the world of business seems to have retained a significant amount of trust, not least due to what it was in a position to accomplish through the pandemic, that doesn?t mean business owners can assume that consumers will have implicit rely upon their brands.

If anything, it?s becoming a lot more difficult to obtain consumers to trust your brand, and from my perspective, this effect was created in large part by the sequence of events that played out through the pandemic.

How Can a Value Statement Benefit YOUR ORGANIZATION? In our post-pandemic world, consumers are increasingly concerned with ensuring they are able to trust a brand, and are more prone to give their business to brands that share the same values they do.

That being said, one of the better ways to gain the trust of consumers, and make an emotional connection with those who share the same values as your brand is by developing a value statement.

Aside from the advantages I?ve already mentioned above, a value statement can provide many other benefits for your business, including:

Guidance: A value statement serves as a guide for decision-making and behaviour, providing clarity on which is important and what's not. This assists you to make consistent and principled choices for your business, even yet in complex or challenging situations. Alignment: Value statements can help you to make sure that everything your brand does is aligned with its goals and mission. Having this type of consistency helps to position your brand as reliable, credible, competent, and professional. Culture: A value statement can help you to create a strong culture in your organization, as it really helps to communicate what a business means and what it expects of its employees, that may help to attract and retain talent that shares your brand values. Transparency: Publishing a value statement sends a message to consumers that your brand knows what it?s about, could be trusted to act in alignment with its values, and isn?t afraid to have its actions scrutinized, which helps to position your brand as honest, principled, and genuine. Accountability: A value statement supplies the basis for accountability. When values are clear and consistently applied, organizations could be held accountable for their actions, and performance could be measured against these established standards. Reputation: Value statements can help you to build and keep maintaining a positive reputation for the brand. And when your brand acts in accordance with its values, it?s more likely to be trusted and respected by consumers, that may enable you to gain more leads and sales, and take business away from the competition.

How to Create a Value Statement Ideally, a value statement ought to be an obvious and concise expression of the essential principles of one's brand.

But there are a great number of things to consider, and you?ve got to obtain it right, or else it could end up embarrassing your brand, and doing more harm than good.

With that in mind, here are several principles I follow when helping our clients to create effective value statements because of their brands:

Identify your organization?s core values: Start by identifying the fundamental beliefs and principles that guide what and decisions of one's brand. Ask yourself, what's most important to your company? And what can you are a symbol of? Be clear and concise: Your value statement ought to be clear and concise, preferably with no more than two or three sentences. You should also make certain it?s easy to understand and remember. Make it meaningful: Your value statement should resonate together with your target audience, also it should reflect what they care about and what they expect from your brand. Use simple language: An excellent value statement use simple and straightforward language that is easy to understand. Make sure you stay away from jargon or technical terms that could be unfamiliar to your market. Be authentic: Your value statement should reflect your organization?s true values and beliefs, so make certain it?s authentic and genuine. Because this isn?t something you can fake, and much more than likely, you'll get outed for having a value statement that doesn?t accurately reflect your brand. Given that you understand just what a value statement is, why it?s so very important to your business, and how to start creating one, I?ve included our value statement below for example.

At eVision Media, trust is at the center of everything we do. We think that trust may be the foundation of strong relationships, and we strive to earn and keep maintaining the trust of our clients, team members, and communities each day. We deliver reliable, transparent, and high-quality services, while always acting with integrity and honesty.

As you can see, our value statement is clear and concise, putting a concentrate on building trust, while using simple language that?s meaningful for the target audience, and identifying the core values of our organization in an authentic way.

Are you having a tough time creating a value statement for your brand? For more than twenty years, we?ve been helping companies create strong brand positioning that helps elicit trust, build community, and attract customers. E mail us today for more information about what we are able to do for you.

To your organization success, Susan Friesen

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