Values-Based Marketing is the Next Big Thing

In today’s marketing world, your identity as a brand is everything. Nailing who you are is the very first step to creating a successful marketing strategy and, ultimately, a successful business. When you’re first researching marketing trends, it’s easy to get overwhelmed. There are lots of different ideas circulating on the internet, but in our experience, the secret to success is simple. All you have to do is share your passion and your values with your audience.

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Meet the New Kid in Town: Values-Based Marketing

Values-based marketing is the golden ticket idea for, quite frankly, any business model. Over the last 12 months, consumers have been putting more and more thought into where their money is going, and more importantly, to whom. That’s why identifying your values and beliefs as a company is the first step to a successful values-based marketing strategy.

It’s executed by fostering and cultivating relationships within your target audience based on those values and beliefs. This is an authentic and raw strategy that will help your business stand out among all the old, shallow marketing trends out there in the world. It’s more than just a product, values-based marketing is all about the relationship you build with your consumers from shared beliefs and notions on the world and issues around us.

In the simplest of terms, values-based marketing is all about creating a strategy that aligns with your audience’s beliefs and ethics as people first, customers second. Creating relationships that are based on more than just a mutual need for a product or service means a deeper and more meaningful experience on both ends of the business model.

Focusing on a values-based marketing strategy means that you are reaching an even greater audience that may resonate with your brand first, then your product or service. People are passionate about brands that stand for ethical and social issues as well as stand for values and beliefs that align with their company. Creating a story and strong values-based marketing persona means attracting an audience that quickly becomes loyal customers.

Whether you are a brand that focuses on giving back to a local community, being vocal in social and ethical issues on social media, or fighting for a specific cause through service or donation, it gives you a deeper story that will make it easier for customers to connect.

Values-Based Marketing in Action

What does values-based marketing look like? Well, it starts with a checklist of actionable items that can easily be implemented into an already developed brand or business strategy.

Clear and strong messaging of what you value and believe in

Examples and content that show your business in action, acting upon those values

A developed storyline of what began the passion behind your brand values and beliefs

Energetic user-generated content that shows examples of current consumers who align with your beliefs

Encouraging messaging that takes stances on current social and ethical issues and urges customers to take action

Implementing this type of strategy will naturally bring in authentic user-generated content from current customers who believe in your brand, all the while attracting a bigger audience with shared values.

For an example of successful values-based marketing, let’s take a look at TOMS, an LA-based company, founded in 2006, that is famous for its cause-based marketing. 

TOMS focuses its values-based marketing by following a “one-for-one” business model which means that for every purchase made, TOMS gives away a free pair of shoes to a child in need. This has been hugely successful for the company because it fosters deep loyalty between customers who are passionate about helping those in need as well. Their mission of giving back to those in need automatically resonates with an audience who have the same social beliefs but also reaches customers who truly enjoy their products and quality of merchandise as well. TOMS has become an example to follow for other large companies because of how positively people have supported them over the years.

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Modern consumers do not want, but NEED to see original and trustworthy voices from the businesses they spend with. With an influx of empty messaging and h

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Created on Mar 5th 2021 05:47. Viewed 159 times.

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