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Defining Your Brand's Purpose: THE ENERGY of Crafting a Compelling Value Statement
f you want your brand to thrive, it must inspire trust in the minds of consumers.
This is of the most importance, regardless of the size or nature of one's business, because in today?s trust economy, people are more concerned than ever about whether a brand can 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 people that your brand is more trustworthy compared to the rest, then you need to understand brand positioning.

If you?re not sure what that's, brand positioning refers to the procedure of establishing a distinctive identity and image for a brandname in the minds of its market, particularly when it involves how it?s perceived with regards to its competitors.

And one of the best ways to connect with consumers who share your values, and position your brand as one which might be trusted, is by publishing a value statement.

But exactly what is a value statement, and why is it so vital that you the success of your brand?

In the following paragraphs, I explain just what a value statement is, why it?s so important for your business, and provide some advice to help you come up with among your own.

Exactly 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 brandname?s behaviour and decision-making.

These values can include ethical considerations, social responsibility, customer support, teamwork, innovation, or other key areas that are vital that you the brand and its own stakeholders.

A well-crafted value statement is a powerful tool for defining a brand?s identity, setting it aside from its competitors, and, when i mentioned previously, gaining the trust of consumers, and establishing an emotional reference to them.

READ: How exactly to Determine Your Unique Brand Positioning

Defining your brand values and creating a value statement can help you 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 facet of your marketing reflects those principles.

So, in the event that you?re wondering how to inject the values of your brand into your marketing efforts, then this short article is right up your alley.

It explains how to promote your brand values across several areas of your marketing, including your website, blogs, and more.

Keep reading on our website.

HOW COME a Value Statement so Very important to Your Business? Apart from what I?ve already explained, it?s vital that you note that after everything that?s happened during the last few years, trust in major institutions has significantly eroded.

According to Edelman?s 2022 Trust Barometer, since 2020, trust in government and the media has plummeted. But the facts that?s eroding the general public?s rely upon these institutions?

Well, from my perspective, this has too much to do with the way our lives were altered through the pandemic.

As the restrictions imposed during the pandemic disrupted our daily 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 seems to have decreased our trust in many things, including one another.

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

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

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

A lot of this trust and admiration could be attributed to the truth 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 could be wondering why I?m talking about the pandemic within an article that?s said to be about value statements, so i want to explain.

First of all, as a way to comprehend how the branding and marketing landscape has changed, and just why trust has become this type of 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 as the world of business seems to have retained a significant quantity of trust, not least because of what it was in a position to accomplish during the pandemic, that doesn?t mean business owners can assume that consumers will have implicit trust in 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 made in large part by the sequence of events that played out through the pandemic.

HOW DO a Value Statement Benefit YOUR ORGANIZATION? Inside our post-pandemic world, individuals are increasingly worried about ensuring they are able to trust a brand, and are more prone to give their business to brands that share exactly the same values they do.

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

Apart 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 what is important and what's not. This assists one to make consistent and principled choices for your business, even yet in complex or challenging situations. read more : 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 really helps to position your brand as reliable, credible, competent, and professional. Culture: A value statement can help you to develop a strong culture in your organization, as it really helps to communicate what an organization stands for and what it expects of its employees, that may help attract and retain talent that shares your brand values. Transparency: Publishing a value statement sends a note to consumers that your brand knows what it?s about, can be trusted to act in alignment with its values, and isn?t afraid to possess its actions scrutinized, which really 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 can be held accountable for their actions, and performance can be measured against these established standards. Reputation: Value statements can help you to build and keep maintaining a positive reputation for the brand. So when your brand acts in accordance with its values, it?s more prone to be trusted and respected by consumers, which can help you to gain more leads and sales, and take business from the competition.

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

But there are a lot of things to consider, and you?ve got to get 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 generate effective value statements for their brands:

Identify your company?s core values: Start by identifying the essential beliefs and principles that guide what and decisions of your brand. Ask yourself, what is most important to your company? And what do you are a symbol of? Be clear and concise: Your value statement should be clear and concise, preferably without more than two or three sentences. You should also make sure it?s clear to see and remember. Ensure it is meaningful: Your value statement should resonate together with your target audience, and it should reflect what they value and what they expect from your brand. Use simple language: A great value statement use simple and straightforward language that is easy to understand. Make sure you avoid using jargon or technical terms that may be unfamiliar to your target audience. Be authentic: Your value statement should reflect your company?s true values and beliefs, so make sure it?s authentic and genuine. Because this isn?t something you can fake, and much more than likely, you will 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 important for your business, and how to go about creating one, I?ve included our value statement below as an 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 make an effort to earn and keep maintaining the trust of our clients, team members, and communities every 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 focus on building trust, while using simple language that?s meaningful for our 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 a lot more than 20 years, we?ve been helping business owners create strong brand positioning that helps elicit trust, build community, and attract customers. E mail us today for more info rmation about what we can do for you.

To your organization success, Susan Friesen

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