In order to create a successful brand, it is essential to make the decision to establish values. However, why is it that something that may seem to be so inconsequential, namely brand values, is so important to the performance of your brand? You may make an emotional connection with present consumers as well as new patrons by promoting the values of your brand. This provides you with the chance to build the trust, loyalty, and familiarity that your business so desperately needs. As a result of the fact that their relationship with your brand extends beyond only desiring your goods and/or services, prospective consumers who identify with the values of your brand are more inclined to pick you over the other offerings in the market. The process of establishing an emotional connection, as well as the trust, loyalty, and familiarity that come along with it, will be much more challenging, if not impossible, if you do not have a strong set of values and you are just kind of winging it. At the same time, it is going to be a lot more difficult to maintain any kind of consistency in your branding and marketing. This will result in your company becoming less recognizable, and it may also make you appear less trustworthy, as it may appear as though you are not really sure what your brand stands for. If you are now reading this post, it is reasonable to assume that you are already familiar with the concept of brand values. It is also likely that you have already developed some of these values or are currently in the process of doing so. Having stated that, I am not going to bother defining brand values or explaining how to come up with them in this essay since I do not intend to do so. You should begin by reading our previous post, which explains why developing brand values is essential to the success of your company. If you have not yet established the values of your brand, or if you are not even familiar with the concept of brand values, you should begin by reading this article. This guide will provide you with all the information you want to understand what brand values are, why they are so essential, and how to begin developing your own brand values starting from scratch. You will want to continue reading this article, however, if you have already identified the values that your brand stands for or if you are currently in the process of developing them. Because I am going to talk about the following stage that is really important in promoting brand values in your marketing, I will explain how to go about accomplishing it, and I will also provide some instances of how we have done this for our clients, so that you can have a better picture of what is involved. how to convey the ideals of your business via your marketing At long last, you have arrived at a conclusion on the essence of your brand, transformed it into a robust collection of principles, and are now prepared to communicate these principles to the whole world. Alternatively, you could be in the midst of identifying those principles, and you are wondering what you are going to do with all of those high ideas in the end. In any case, at this point, you need to be aware of how to truly express these values to your audience as well as the world at large by incorporating them into your marketing. From my point of view, there is no better way to teach things than by example. Therefore, I have highlighted a few of the strategies that we have used to assist our customers in promoting brand values in their marketing, so that you may have a better knowledge of how to go about achieving this. If you want to know why brand consistency (or the lack thereof) can make or break the success of your company, you should read this article. When you are presenting your brand to the world, you need to make sure that you keep their consistency. You run the risk of confusing your consumers, making yourself less identifiable, and eroding whatever familiarity and trust that people currently have with your brand if you do not maintain that consistency. Therefore, if you are working on your branding and you are interested in learning more about how to make sure that it is consistent, then you are going to want to read this article. The article provides an explanation of what brand consistency is, the reasons why consistent branding is so essential, the ways in which you may maintain consistency in your branding, and it shows some of the most spectacular disasters that arise from inconsistent branding. Carry on reading this up. blogging When it comes to marketing, blogging is one of the most effective methods to promote the values of your company. When it comes to accomplishing this goal, there are a variety of approaches that may be used, some of which are more successful than others. If you want to make your brand values known, you can either be completely straightforward and publish blogs about them and the reasons why they are important to you, or you can be more subtle about it by making your values known through the voice you use in your writing, the information you choose to offer, the way you provide that information, and what you have to say about topics that are relevant to what you do. It is more common for us to use the latter approach, rather than bombarding the reader with an excessive amount of virtue signaling. If I had to select the finest example of this in terms of what we’ve done for our customers, I would have to go with the work that we’ve done for Dr. Dheshnie Thangavelu, who is the proprietor of a medical spa in Vancouver called Deez Skin Rejuvenation & Pain Clinic. dr. dheshnie’s brand values include things like honesty, integrity, and trust, and we keep these things in mind while we are assisting her in the creation of her monthly blogs. In these blogs, Dr. Dheshnie does not shy away from being entirely forthright about the dubious behavior of some of the individuals who work in her field. As an example, Dr. Dheshnie has criticized other medical spas for engaging in activities such as diluting their dermal fillers on their clients. A number of marketers may have referred to this as a particularly risky move because it reflects poorly on the industry as a whole. However, from our point of view, it was the ideal way to differentiate Dr. Dheshnie from the other competitors, while also effectively conveying her brand values by demonstrating that she is trustworthy, honest, and a woman of integrity. To add insult to injury, Dr. Dheshnie is not the least bit hesitant about disclosing all that her therapies include, both the positive and negative aspects of them. This not only helps her promote brand values in her marketing, but it also helps her. She doesn’t attempt to sugarcoat anything and comes right to the point without beating about the bush. Under this topic, the first paragraph provides the reader with a warning that this is a “painful surgery” before going on to discuss a lengthy list of issues that are normally connected with it. Yes, she could make an effort to minimize the significance of this matter, or she may choose to avoid discussing it at all. However, in the end, this would be detrimental to Dr. Dheshnie’s reputation since it is not in line with the core principles that she upholds for her brand. Therefore, if you want to utilize blogs to promote your brand values, you should follow the example set by Dr. Dheshnie and make sure that the content of your blogs is always in line with your brand values. website You will find that your website is the most significant marketing tool you will ever have in today’s world. In addition, it provides some of the most effective methods to promote the values of your business. You will be able to gain qualified leads, expand your customer base, and present your brand to the world in a manner that showcases its values in the best possible light by utilizing a website as the primary touchpoint for your brand. This will ensure that you make a good first impression when people find you online. Any website that is worth its salt should perform an excellent job of promoting brand values; but, if I were to think of a client’s website that is most pertinent to this topic, it would have to be the website of Rose Marie Swanson. Rosemarie is what is known as a spiritual coach, which means that she assists individuals in overcoming challenges in their spiritual life. This is analogous to the way in which a clinical counsellor would assist a client with their mental health. Her initial website, which we designed and developed for her in 2015, seems to be somewhat out of date. Then, early this year, she requested us to redesign her website as part of a comprehensive overhaul of her personal brand, and as you can see, it looks a great deal better than the one she had previously used. The new website that Rose Marie has created does an excellent job of communicating the core principles that her company stands for, both via the visuals and the written content. However, I am not going to get into all of that discussion right now because there is something more significant that I want to demonstrate by using this example. At this point, many of you are probably asking why I am comparing several incarnations of Rose Marie’s website in a blog post about how to promote brand values, but please stick with me here. You see, when it comes to websites, one thing that is frequently overlooked is the fact that people will form opinions about your credibility and, by extension, your values based solely on the appearance of your website, without even reading any of the copy. This is something that is often overlooked. There is even evidence that this has been shown in at least one scientific research; yet, it is already glaringly clear regardless. How exactly does this connect to the promotion of the values of the brand? If the ideals of your business are expressed via a website that seems to have been developed by a high school student or that was created twenty years ago, then it is going to be quite difficult for consumers to take those principles seriously. Let’s face it. Therefore, if you want to make sure that you are able to successfully convey the values of your brand via the use of your website, you need to make sure that it has a professional appearance. because if it does not, you can push whatever brand values you want, but people will still evaluate you negatively, regardless of what those values may be. So if it does not, you can promote whatever brand values you want. If you are interested in learning more about the things that we have done for Rose Marie over the years, you should read our post on the why it is so vital to create trust in order to have a successful rebranding campaign. marketing via electronic mail Marketing via email is yet another fantastic chance to spread awareness about the core principles that underpin your business. Whether it’s a newsletter, an auto-responder series, or some kind of promotional message, email marketing gives you the opportunity to consistently communicate your brand values to prospective customers on a regular basis and to keep in touch with individuals who have an interest in what you have to offer. To put that into perspective, it was really challenging for me to choose a client to highlight for this marketing strategy. This is because we engage in a significant amount of email marketing for customers, and there are a vast number of instances to pick from. If I had to select one of the clients that we have worked with, Kali Dayton of Dayton Intensive Care Consulting would be the one that I would choose because I believe that she is the one who best represents their brand values via the email marketing that we perform for them. By providing consulting services, Kali assists hospitals in putting into practice methods that are supported by evidence for patients who are receiving mechanical ventilation. Her brand is based on a set of core principles that include compassion and devotion, as well as her overall purpose to improve the quality of care provided to intensive care unit patients and the working circumstances of intensive care unit personnel. She is quite outspoken about the beneficial influence that these practices can have on the results for patients as well as the working conditions for professionals, and this is something that is reflected in every facet of her marketing. But at the same time, she is not afraid to call out the negative effect that a lack of evidence-based practices can have on both clinicians and patients. This is despite the fact that this is a very controversial topic in the medical field, not the least of which is the fact that it has the potential to make hospitals look bad. Keeping this in mind, one of the most essential components of communicating Kali’s brand values is to make sure that she seems and sounds professional, while also placing the emphasis on her knowledge in relation to the subject matter. Right from the outset, the picture of Kali that is included in the top of her email serves to demonstrate that she is an expert. Because she is a clinician and, as a result, is knowledgeable about the topic at hand, she made sure to have her picture shot while wearing a white lab coat. This is because the fact that she is wearing the lab coat gives the impression that she is knowledgeable about the issue. And then, immediately below the headline, she is speaking rather candidly about the harsh reality of intensive care unit treatment for patients who have acute respiratory distress syndrome. As you can see, she does not hold back, and it is clear that she is passionate about this problem. The email that Kali sends out also contains her monthly piece as a highlight. This article often recounts some of the greatest and worst instances of the care that patients get while they are on mechanical ventilation. She does not shy away from controversy in this regard either, as she does not mince words when it comes to the situation that ARDs patients are facing in the intensive care unit. There is more than enough evidence to suggest that Kali is genuinely passionate about this issue, has a great deal of compassion for these intensive care unit patients, and is committed to improving Intensive Care Unit practices. Kali’s brutal honesty on these kinds of topics, which could make her a pariah in the medical field, offers more than enough evidence. Therefore, if you want to promote the ideals of your company via a newsletter or any other kind of email marketing, you should take a cue from Kali and not hold back. Be true to who you are, communicate the core values of your brand in an unrestrained manner, and let the genuineness of those values to speak for themselves. Are you experiencing feelings of being overwhelmed on how to promote the values of your business in your marketing? For more than twenty years, we have been assisting company owners in the process of building their brands. Contact us right now to learn more about the services that we are able to provide for you. In order to ensure the success of your company, Susan Friesen has written articles on topics such as brand identification, brand strategy, consistent branding, and brand design. 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