Create Brand Value With Your Personal Values

How many times have you heard someone say “it’s not personal, it’s business” when making a shady move? That may have worked in the 1980s when Gordon Gekko said greed was good, but today your values can make or break your brand.

We’re hearing more and more about purpose-driven companies, corporate responsibility, and values, but what does that actually look like?

Companies like Bombas donate products to people in need. Nike creates ads featuring Colin Kaepernick, others pledge to reduce their carbon footprint or help communities in need. Is that all smoke and mirrors, pandering to an audience, or does it actually reflect the company’s guiding principles?

We may never get a clear answer about the intentions behind them, but research shows that customers are willing to pay more for a product if they perceive that a company is making a positive impact. Customers are equally willing to boycott brands that they perceive as a threat to their belief system.

So, what does all this mean for your brand?

Bringing your personal values into your business doesn’t have to be controversial or game-changing. For example, most people prefer dealing with brands with excellent customer service. So, if you’re a people person that loves making connections, make that one of your values.

Many of us give our time and money to worthy nonprofit organizations. That’s another great way to show customers that you put your money where your mouth is when it comes to a cause that’s close to your heart. Use your brand to seek out corporate sponsorships and partnerships with community organizations and align what you do with what you truly care about.

Finding this sense of purpose is not only a way to create brand value. It’s also an important part of your motivation as an entrepreneur. There are days when the daily grind gets to you and you wonder why you’re making all the sacrifices necessary to keep a brand alive and make it thrive. Those are the times that these activities give you a boost. You’re not in it for yourself when your business is doing something to make the world a better place.

If you’re an established brand and you’re not sure what causes to support, ask your audience. Do you operate in a community that needs help in a certain area? Do your customers share a common cause that matches up with your beliefs?

The number one rule here is to do no harm. There are many causes and beliefs that unite people, but there are some that tear people apart. Choose wisely and don’t turn your brand into your personal soapbox.