Communicating Your Values in a Product-Based Business

You need to identify the kind of people that buy your products. You need to find people that align with your company values even though you’re not doing ‘direct’ business with you through conversations and agreements.

How do you do this? The communication at a higher level - through your marketing and branding, then distilling down to the product itself - the way it works, what it achieves, how it makes people’s lives better.

People who are aligned with your brand are buying your product because they can see that the brand and product is built with values and with a purpose.

We often talk about values and associate with positive traits - eco-friendly, sustainable, cost-effective etc. But your values might not necessarily be sentimental - some customers just don’t have those. Look at some of the brands that are gratuitously over the top and luxurious - even unapologetically unethical… Because there's a market for them and a customer that thinks the same way.

What the important thing is that you know what you stand for and you know how to communicate that through to your customer.