How to Use Brand Values to Drive Customers Trust

While some opine that brand value is the financial worth of a company, others believe they are the principles that embody a brand such as diversity, dream, quality, adaptability, engagement, productivity, progress and so on. It is in light of the latter school of thought that this article examines brand values in relation to customers’ trust.

The satisfaction that is gotten from a product/service can be ephemeral, this is because people have relationships with brands rather than with products/services. Identifying and using your brand values to your advantage is necessary for brand growth.

Brand values are fundamentally what define your brand’s identity. How your brand treats people; the promises your brand makes; what your brand upholds and so on. For instance, let’s check out Coca-Cola’s brand values.

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Coca-Cola’s brand values are emphasized with short phrases as seen in their article titled “Mission, Vision & Values”, they stated- Our values serve as a compass for our actions and describe how we behave in the world.

  • Leadership: The courage to shape a better future
  • Collaboration: Leverage collective genius
  • Integrity: Be real
  • Accountability: If it is to be, it’s up to me
  • Passion: Committed in heart and mind
  • Diversity: As inclusive as our brands
  • Quality: What we do, we do well

Customer trust is based on a brand’s behaviour towards them. It can be defined as their confidence in a product, service or a brand as a whole. Many factors such as mission statement, vision, service, and brand values contribute to building customer trust. In this article are the importance of brand values and how to use brand values to gain customer trust. 

Importance of Brand Values

Brand values are essentially important because they determine the public involvement in your brand. Be it, investors, or customers. Your values are one of the determining factors of your brand’s success.

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The creation and sustenance of a brand are based on ideas. When you create your brand values and make them clear and meaningful to your business, they drive all your decisions and actions and set you apart from your competitors.

More so, brand Values Increase Brand Loyalty Customers will be attracted to your brand if your core values align with theirs as well as attract the right employees and top talents.

If you have never pondered on the effect of your brand value on your audience, this article will give you the reason to. Find below some tips on how to use your brand value.

How to Use Brand Values to Drive Customers Trust

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1. Be Specific to your Niche

Creating values that resonate with your niche is very important. This can be done by identifying the kind of experiences your ideal customers seek, some negative aspects of your industry, that your business specifically overcomes and problems your business proffers solution to.

This will help to spur the creation of new features that allows you to consistently gain new users and increase retention

2. Consistent Showcase

Having a brand’s values clearly stated and showcased in everything that the brand does help them to connect with customers and build a steadfast following. For instance, in an article by Buffer, “Think Facebook, whose values are- Be Bold, Focus on Impact, Move Fast, Be Open, and Build Social Value. These values can be seen in several different ways throughout the site and its features”.

Communicating your brand values consistently will enable you to attract your ideal customers who are likely to become loyal to your brand.

3. Align your Brand Values with Customers Values

One of the ways to offer a great customer experience is by aligning your brand values with the values of your customers. According to Brad VanAuken of The Blake Project, “The strongest companies/brands often connect with their customers on a values level. Toyota Prius is for people who are progressive, environmentally sensitive and care about “Mother Earth.” Mercedes shouts social status and is for people who want to be perceived as having made it in society and the world”.

Customers buy from the people they trust, their experiences go beyond your product/service, they can get emotional with your brand when your values resonate with theirs.

To crown it all, identifying your brand values can improve your business in many ways- increasing sales, attracting ideal employees, and helping to better your products/services. They essentially help to improve how you operate in business, spur new energy and development in your business.

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