Business owners operate in a highly competitive environment, including local competitors and brands from around the globe. One thing that allows you to stand apart from similar organizations is who you are at your core. Sharing your company values makes you memorable in the minds of consumers.
The International Council of Shopping Centers surveyed 1,015 U.S. consumers about brand loyalty. It discovered millennials were the most loyal, with 58% of the younger generation stating they’d buy the same brand no matter what other factors came into play. Some of this loyalty may be attributed to the reasons they choose a brand, such as the causes and values a particular company embraces. They’re more likely to forgive mistakes if they feel there is a common goal.
Showing off your company values matters to both your customers and your employees. Finding like-minded people with similar beliefs isn’t always easy, but working toward a common goal helps. Here are seven clear reasons you should show off your character as a company. We will also highlight some of our favorite examples of businesses showing off who they are.
1. Attract Top Employees
Not only does sharing your company values attract customers, but it can also encourage top employee candidates to apply for positions. You may not be able to compete with the benefits package of a huge corporation. Still, if part of your culture is allowing people to bring their pets to work and offering flex time for family commitments, you may attract top candidates who find those perks attractive. Those who believe as you do are much more likely to come to work for your business.
Dell uses its careers page to outline the perks of working for the company. Note some of the highlights that show off its values and how those apply to employees. For example, it highlights its work/life balance philosophy. Dell offers remote options as well as job-sharing to accommodate the different needs of its employees. Its core values point to balance, and it backs up this philosophy by offering opportunities to those who work there.
2. Reach Your Target Audience
Your company values can help you reach the exact buyers you’re targeting. Keywords that tie into what your users care most about drive traffic to your website and help you rank for certain search phrases. Those who are interested in those topics are likely to find you and relate to your message.
Start with a buyer persona that represents your typical customer. Then, think about how that person might search for topics related to your company values and use those on your About page. Highlight any activities that back up your standards as an organization.
3. Meet Customer Needs
Your values can help you meet the needs of your clients. If you’re a customer-centric company, then you’re going to put their needs first and ensure you offer the best products and services possible. Highlight how those values serve your customers and make you the best choice for their patronage. Remember, people can send their business anywhere. Give them a more significant reason to throw revenue your way.
CB HYMAC highlights its unique values in a chart that shows how its philosophy benefits customers. Note how it uses the keywords at the core of its company beliefs, such as excellence, integrity, safety and teamwork. It then expands on each word to explain the benefit to customers.
4. Build a Company Culture
If you aren’t proactive about building a specific company culture, one will develop on its own. You might not get the type of environment you want if you aren’t deliberate about what you create. Listing your values on your website and even printing them and hanging them around the office gives you and your workers a concrete reminder about what those values are. That way, you can follow them daily.
5. Highlight Your Actions
Actions truly do speak louder than words, so highlight the things you do that prove the values you have as a brand. Companies have realized people care about specific causes. While it isn’t advisable, some embrace the purpose with no intention of actually following through or doing anything toward bettering the world. When you step up and do what you promise, it’s very telling for potential customers that you genuinely do care about that charity or project. Highlight activities you’ve participated in, donations to the cause and other events.
Sydney Paige offers a program where it puts its money behind the belief that every child deserves a solid education. Anytime someone buys a backpack, it donates one filled with school supplies to a child in need. The model of buy-one-give-one works for many businesses. While you don’t have to go to extremes, showing how you embrace a cause highlights your values.
6. Teach Your Values
From the first experience with your company, employees and customers should know what you stand for. Highlight what your values are and how you live them. Teaching others about your core beliefs also reminds you of what they are. If someone has a question and you have to defend your mission, you can easily explain why you care about the causes you support.
7. Tell Your Story
Sharing your mission statement also helps you tell the story of your brand. Most people’s values tie into the story behind how they got started in the business. Use your About page to share your deepest ideals with others. Those who have similar standards will relate and become loyal customers and fans.
Bosch does a good job of highlighting the early days of its company and the philosophy of founder Robert Bosch. It explains how from the beginning, it focused on innovation, strength and social commitment. In addition to details about its history, it highlights a quote from the founder about respecting human dignity.
It’s About the Customer
Remember that your values, while they define who you are as a brand, should still be about the customer. Think about why someone should care whether or not you have a certain belief. Talk to some of your top customers about the causes you care about and the messages you’re sending. Are they of value to your top clients, and will they help draw in new ones? If not, it may be time to revamp your system a bit and embrace a few new missions. After all, a little change can lead to big progress.
