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#ChooseToChallenge part two: Brand values

Welcome back to our #ChooseToChallenge series in honour of Women’s History Month and International Women’s Day. If you missed the first post, we spoke about how you can #ChooseToChallenge data bias within all your marketing efforts.

In 2021, marketing has evolved just as consumers have evolved. When I was younger, making a purchase decision for the home, for example, was all about getting the best value for the dollar. Today, value encompasses more than just monetary value; it also means, “What does this company stand for, how sustainable are their products, who are they featuring in their ads?” and so much more. As humans, we like to stand for something that is larger than ourselves, and we’re holding brands to the same standards — people want brands to stand for what they believe in and understand who they are. When brands do not, consumers are sending a clear message with their wallets.

The first step to taking a stand as a brand is to ensure, as marketers, we go deep into diversity to uncover what all people value, not just our “model customers.” It starts with your mission statement: #ChooseToChallenge your brand’s mission statement because it guides all your business decisions, from products, marketing, community, and people to your services. Your brand’s mission statement is the face of your brand; it’s how you build that authentic customer experience that builds trust, and trust unlocks business opportunities for all.

According to our research, authenticity is the most desired attribute that can build greater brand trust and love. This is the same in our day-to-day lives with our friends, loved ones, and people in our trust circle. You might be shocked to learn this, but in today’s world — where consumer awareness is at an all-time high — 80% of people believe that brands should play a role in solving societal problems. The largest problem we are facing today is equality and inclusivity. The psychology of being inclusive has been signaled as risky but also associated with words like “progressive” and “versatile,” both of which are characteristics of a trailblazer. Now is the time. #ChooseToChallenge by taking four steps to start your brand value exploration, trailblazer!

Four steps to brand value exploration.

FIRST — Take a detailed look at your brand’s mission statement — what is it?

SECOND — Who does your brand aim to serve? Find all the types of people that the brand aims to serve. Now, consider their values.

THIRD — How does the mission statement describe the way the brand aims to serve these people? Find all the verbs, adjectives, and adverbs. This information can be used to shape your product promises, customer experiences, and ad copy.

FOURTH — Synthesise: What shared values can authentically highlight the brand’s product truths? This becomes a vehicle for genuine brand connection through a shared-value experience, expressed in product truths.

Source: Marketing with Purpose Playbook, page 44.

In our next and final post for #ChooseToChallenge, we’ll discuss consumer values in depth by sharing some trends we’re seeing across generations and intersectionality.