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As an inclusive advertising and marketing strategist and information provider, one of the issues I constantly talk about with my buyers is brand values.
Many of them wish to gain a larger and more numerous buyer base, on the other hand I must clarify that such efforts will not achieve luck or sustainability within the tournament that do not observe what they preach as brand values nowadays are a crucial part of the buyers gain solution methodology.
In fact, HubSpot’s Shopper Traits Record found that 82% of consumers want to interact with and purchase from manufacturers who share their values. I’ve also found that I take advantage of my credit card like one of those activists and intentionally purchase from producers whose values are ones I believe in and want to reward.
My interesting opinion is that despite its importance, most manufacturers don’t have a great process in place to showcase their values, on the other hand those who do it smartly do it smartly elegantly. Let us advise you to find some high-end examples from manufacturers that stand out.
How the right manufacturers expose their values to customers
Logo values are often developed when leaders construct a symbol and include an effort, vision and/or goal. After working with buyers on this topic, we often do so in the context of revisiting and revising their efforts, vision and brand values, to make them further inclusive.
In this episode of the Inclusion & Promoting podcast, I delve into why values are so important to building an inclusive brand, on the other hand the bottom line is that consumers care deeply about brand values because they signal whether or not or now no symbol cares about the equivalent problems they do.
One modern study even found that ¾ of shoppers stopped buying from a logo based primarily on a values war.
So, given its importance, how can manufacturers make their values clear and connect with customers who share their beliefs?
My best advice is to show, not just tell. Customers can be informed of your commitment, on the other hand those words are just words in case you happen to not show how those values are lived. I like to suggest focusing almost all of your efforts on highlighting how your brand puts its values into practice
Producers who do this smartly do so with content on their websites and social media channels. Below I’ll look at some examples of manufacturers that I think have an exceptional process in making their values clear to buyers.
1. Ben & Jerry’s lives values through activism.
The ice cream manufacturer Ben & Jerry’s makes it clear from the first glance on its website that it cares about much more than just selling ice cream. The brand leans heavily on activism and sees it as critical to achieving its goal of connected prosperity.
From his hero image, to highlighting “Activism” on his Instagram profile and playlist on TikTok, the brand makes it clear to anyone involved with his resources that he is extremely invested in the causes he cares about. He also encourages his clients to want to support such causes as intelligently.
<img decoding=”async” src=”https://wpmountain.com/wp-content/uploads/2024/12/consumer-brand-values-1-20241127-553622.webp” style=”margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%” title=”” alt=”ben and jerry website home page”/>
Ben & Jerry’s values: human rights and dignity, social and monetary justice for historically marginalized communities, and environmental protection, restoration and regeneration.
2. Patagonia lives the values through large-scale donations.
Since 1985, outerwear manufacturer Patagonia has pledged to donate 1% of product sales to conserving and restoring the natural environment.
In 2022, Patagonia founder Yvon Chouinard “divested” the company by donating his majority stake (priced in the tens of thousands and thousands as a once-a-year revenue source) to an environmental charity, remaining loyal to its values by advertising it. Planet Earth is its simplest shareholder.
He also chooses an “Activism” section in the main navigation of his website, which highlights how he is progressing in his efforts to “Save Our Space Planet.”
Patagonia’s core values are: the top of the line, integrity, environmentalism, justice, and now they are not safe through conventions.
3. Seer Interactives lets buyers know they are a B Corp.
AB Corporate Certification is a designation that indicates that a symbol supports the needs for maximum social and monetary power, accountability and transparency on important elements (such as promoting an inclusive, equitable and regenerative financial arrangement) related to the social and environmental impact of a company.
Seer Interactive is a promotion and advertising company that spherical messages its B Corp status right in the description in search engine results.
The brand goes deeper by sharing its B Corp status with a clearly visible web page in the main navigation of its “About Us” web page.
The brand also highlights on its social channels one of the most important charitable works of art it creates as part of its values.
Seer Interactive’s values: elevate others, pursue the truth, and strive to be better than the day before.
4. The Space Depot and Tory Burch emphasize strengthening communities.
Supporting the buyer communities they serve is important to a large number of manufacturers.
The Space Depot has a longer history of investing in Black staff as part of its artistic work to live its values. For example, its Retool Your School program has provided grants to historically black colleges and universities (HBCUs) for the past 15 years.
<img decoding=”async” src=”https://wpmountain.com/wp-content/uploads/2024/12/consumer-brand-values-6-20241127-5403804.webp” style=”margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%” title=”” alt=”Home Depot’s commitment to the HBCU website‘s hero image”/>
The program is highlighted on its brand website (see above) and with content on its YouTube channel (image below).
The values of The Space Depot: increased shareholder value, entrepreneurial spirit, caring for others, respecting all other people, doing the right thing, building strong relationships, giving again, and a great buyer gets better.
The Tory Burch fashion brand creates a staff specialization and strengthens itself through the Tory Burch Foundation, which has a series of strategies designed to empower women entrepreneurs, together through a scholarship program, which provides the right to use the capital, education and other online resources.
<img decoding=”async” src=”https://wpmountain.com/wp-content/uploads/2024/12/consumer-brand-values-8-20241127-3042129.webp” style=”margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%” title=”” alt=”tory burch website“/>
On its Instagram account, you’ll look for a direct link within the description to the Tory Burch Foundation account, where you’ll find lots of details about all the artwork created by the brand.
Tory Burch’s values: girls’ empowerment (expressed as a corporate objective).
5. Warby Parker has once again incorporated the value of giving into its type of business.
If you purchase some glasses from Warby Parker, some glasses will be given to someone in need. Since this aspect is fundamental to its type of business, it is something that the brand does not hesitate to keep in touch with, which is why it is present on its homepage.
<img decoding=”async” src=”https://wpmountain.com/wp-content/uploads/2024/12/consumer-brand-values-10-20241127-2327179.webp” style=”margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%” title=”” alt=”warby parker website“/>
He also clearly highlights this in his social profiles, particularly on Instagram, as shown in the image below.
Warby Parker Values: inject fun and whimsy into everything we do, care for others in one of the simplest ways you would like to be treated, pursue new and creative ideas, do a lot of good, get moving, assume positive intent, lead with integrity and be told , expand and repeat.
6. Michael Graves Design has integrated accessibility and inclusion into its product choices.
Michael Graves Design is known as probably probably the most approachable design brand, with its interest in designing for everyone and beautifying life, regardless of age or physical ability.
Therefore the effort and goal of the brand are fulfilled by the actual product that the brand produces. As such, with each release, collaboration and promotion of each product, it shows how its values and goals lie because they are intertwined.
<img decoding=”async” src=”https://wpmountain.com/wp-content/uploads/2024/12/consumer-brand-values-12-20241127-7273740.webp” style=”margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%” title=”” alt=”website design by Michael Graves”/>
The brand itself doesn’t necessarily maintain as much dialogue about inclusion on its website and social channels, because consumers understand it because it’s built into the product. For many, this is what attracted them to the brand in the first place.
In this interview on the Inclusion & Promoting podcast, I spoke with Ben Wintner, CEO of Michael Graves Design. During our chat, we delve into how the brand is meticulous in maintaining its values.
The values of Michael Graves Design: delightful, helpful, pioneering and atypical.
Tell your buyers how you live the values of your logo
Customers won’t know what you stand for or the good you do if you happen not to. It’s not about being performative. Rather, it’s about highlighting the positive impact you’re making in a way that inspires others and helps shoppers who share your values seek you out.
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