So what are these years of work and energy invested in the development of the brand? Before you throw everything in the corner and doubt the good, read on. There's a way to do it.
How to attract the attention of the audience and be remembered?
According to Spencer Waldron, European CEO of Prezi, content has an incredible impact on perception and purchasing decisions. However, in order to have a real impact on sales, they must both attract the attention of the audience and be memorable.
How to do it?
Stand out. Apply long-term tactics of combining core values + extended values and contrast to the limit. Core values are the moral backbone of your brand. The beliefs you hold as a company. They serve as a compass that guides actions, behavior, and decision-making processes. An example? If you run a taxi company, your core value and overriding goal is to get the passenger safely from point A to point B. Extended values are complementary values. They make you stand out. They are a strategy in which your brand identifies one thing that contrasts with the competition and — used in the message — attracts target customers.
An example? For the mentioned taxi company, the added value can be exceptional service — the driver waiting for the passenger longer than usual or a free treat in the form of cookies or water.
Why do brand values matter? Benefits of defining and establishing brand value
Values matter because they influence consumers' perception of your brand. Not only do they give the company a unique identity that sets it apart from the competition, but they also tell a specific story and drive the narrative.
And we, today's customers, love stories. We support those brandies whose beliefs are consistent with our own. We buy brands that fit into life, which we ourselves would like to lead (More on this topic in the article “Customers go up! How has the Internet changed brands?”). The same principles also apply to employees — shared core values translate into greater involvement in the company's life every day.
Interestingly, however, this is a side effect of brand value. Their main task is to constantly remind you of what is important for your company and the team (employer branding) with which you work.
Thanks to them, you do not lose sight of the direction in which you are going, and making the right decisions in moments of doubt becomes easier.
How to convey brand values?
You can resonate and create deep connections with consumers not only through content. Brand values are easily conveyed with visual identification and brand communication (voice, tone and its identity).
It's about the subconscious, distinctive feeling you have under your skin at the thought of a brand. You may have had some pretty good coffee at Starbucks today, but at the end of the day, you'll remember the warmth and sense of belonging that this brand embodies anyway. Do you already understand what the matter is?
Defining brand value = greater sales success:
- Your brand is in the memory.
- You build deeper connections with your audience.
- You inspire loyalty.
- You increase brand consistency while remaining authentic.
- You make decisions according to your mission.
- You increase employee engagement.
Miles Young, in the book Ogilvy on advertising in the digital age writes”Ideas are valuable, and in the digital world it is clear that only strong ideas will overcome noise, fragmentation and clutter.”
So find your value. And then use it as much as you can.
