Your Value Proposition: How Clear Intentions Can Transform Your Business

When we work with a client on brand positioning and core messaging, one of the primary goals of our discovery sessions is to identify their why: why a founder chose to start their business, why they are targeting a specific audience / market and, ultimately, why their customers should choose their brand over competitors in a crowded market.

The answers to these questions help us to identify and articulate the core values that guide a company’s business practices. When these values accurately reflect the day-to-day operations of a business—as contrasted with more superficial, inauthentic “virtue signaling”—sharing them publicly can have a surprisingly powerful impact on both your internal team and your target audiences.

If we start by considering examples of ineffective values—like striving to be the “best”, the “most innovative” or the “most celebrated” company in an industry—those vague goals rarely move the needle, because they require external validation and are ultimately outside of the control of a leadership team. Where values gain traction is when they are both specific and actionable—directly addressing how a company lives up to its values and how those values shape everyday decision making. 

Let’s consider a real world example of how specific values can have a powerful internal impact on a company’s operations. We frequently work with multifaceted hotel teams that consist of a varied group of specialists (architects, designers, hospitality managers, etc.). When they are faced with collective decisions about the guest experience, they often have differing perspectives. However, if they have already agreed to a set of core values—whether that be ecological sustainability, a certain level of luxury or even a commitment to playfulness—then questions like “What direction should we provide to our landscape architect?” can be answered from a place of shared principles, rather than personal opinions.

In the public facing realm, when organizations choose to use their values as guidelines for decision making, that can also drive brand loyalty. In brand positioning, we often call this “brand affinity”, which is essentially a customer’s experience of values alignment or of feeling like an insider. From clothing companies, to hospitality groups, to non-profit organizations, part of why we are attracted to any brand is our perception of what they stand for. When companies choose to clearly state these values—and can demonstrate how they tangibly impact their work—this opportunity for brand loyalty increases exponentially.

Finally, it’s important to note that core values are not just for “ethical” or “mission-driven” companies. In fact, some businesses will proactively choose not to prioritize sustainability, because international travel is central to their work. Others may opt to promote a single cultural perspective over diversity. And some brands simply want to exude fun or lightheartedness, rather than more serious aims. All of these choices are valid and potentially interesting, so long as they align with your business decisions, your target audiences and the brand personality that you share with the world.

If you’re starting a new company or venture—or are in a strategic stage of growth and evolution—we’d love to discuss how our brand positioning process can be an asset to your business.