5 Ways To Effectively Communicate Your Brand Value

Over the last year, we have gone over how to create a brand strategy, what brand identity is, how to create your brand positioning and how to create your brand mission and vision. In this latest insight we will be reviewing how to effectively communicate your brand value.

You have put in the work with your business, and you know what your brand's values are. How are you going to communicate those values to the world? How people see your brand is how you communicate it to the world. This is not a “one size fits all”. Effective communication of brand value differs from brand to brand, business models, and business types. For tailored ways to communicate your brand successfully reach out to us at Sunday Roast. 

Successfully implementing these strategies affects your brand’s reputation, trust, and loyalty in your customer's eyes - which will convert more sales.

Here are 5 ways to effectively communicate your brand value:

1. Put your brand values on your website

First things first, your website. This is your opportunity to talk directly to your customers. Your website - ecommerce or not, is your virtual storefront. It is where your customers go to find information about your brand. Be clear and tell your audience directly what your values are. 

“Make sure your mission and core values are crystal clear. People want to support brands they can identify with and be proud of. Now’s not the time to be marketing at people. Listen, learn, and focus on what you’re really good at.” — Amanda Gant, Marketing Director at Orbit Media

The best way to share your values is on your about page. Tell your story, make your customers go from “I want to buy from them” to “I need to buy from them”. In the world of retail and service giants like Walmart, Shein, Microsoft and Amazon, humans want to support other humans. Customers want to know that their dollar isn’t going towards harming the earth, or supporting overworked employees. They want to make a “feel good” purchase.

2. Highlight testimonials and stories

There are so many spaces you can share testimonials - on your about page, home page, social media, email marketing and promotional print materials. 88% of consumers trust online reviews as much as personal recommendations from friends and family. Having a good variety of testimonials is important too! Highlight testimonials that boast about your product/service, but also be sure to highlight testimonials on your customer service, how effectively your team worked for the customer, how great the overall experience was, how the staff made the customer feel valued and appreciated. Highlight the soft skills as well as the technical ones.

3. Your brand’s voice

You hear this over and over, communication is key. Communication keeps things running smoothly, whether it be in your personal relationships, relationships with your team or relationships you have with your customers. Through your brand’s voice and tone, your customers can get to know and understand your brand as you create a dialogue. Keeping consistent communication in your brand’s voice will allow your customers to understand your brand, your brand’s vision and your brand’s goals. Use the same voice and tone on everything related to your brand, from social media, to your website, to print materials to blog posts and email marketing. Customers buy from people they like, know, and trust based on a relationship created over time. 

4. Dedicated impact page

TOMS Shoes has a whole separate section on their website dedicated to their impact. They talk about how they lift up their employees, how they prioritize the environment and what their overall purpose is. This gives customers a good feeling when making a purchase. Especially since they launched a new giving campaign: When you buy TOMS, you help fund access to mental health resources for the millions of people who need them.

We understand that not every company has the funds or resources to be as giving as TOMs but there are plenty of other ways to create impact. For example, if you have an ecommerce store, during the checkout process,  “when you purchase “product name”  from us, we give $X to this cause we care about”. Another way to create impact is taking advantage of  1% for the Planet, a low cost, low effort program that gives to environmental causes that make a difference. 

Having an impact page shows your customers that your brand focuses on more than just income. It highlights what your brand’s values are and gives your customers a good feeling when purchasing from you.

5. Personalize it

Show your customers that there are humans behind the brand. Make your brand personal by introducing your employees, highlighting who they are and what they can do for you. As social beings, we identify and create connections with humans, humans that we can recognize on the street or at the front desk. 

Knowing the people behind a brand and those running the day-to-day / face-to-face operations is fundamental and impactful to your brand.

The difference between walking into a store, making a purchase and leaving, not as impactful. However, a person walking into a store and seeing an employee that was just featured on a blog or social post, creates a sense of familiarity. Which then might translate into a larger sale or might spark a conversation about said post.

By highlighting your team, you are creating a sense of community for both your customers and your team. By highlighting your staff, you are lifting them up with positive reinforcement, showing your appreciation for all that they do.

Once again, this is not a “one size fits all”. Effective communication of brand value differs from brand to brand, business models, and business types. This is simply a starting point to get your values out into the world. If you are looking for a more tailored strategy, contact us at Sunday Roast.