The Impact of Communicating Brand Values

One of the main factors driving loyalty to a brand is how closely it chimes with a customer's personal values. 7 out of 10 respondents strongly agree (19%) or agree to some extent (50%) that they tend to buy brands that reflect their personal values.

Alignment with personal values can mean many things to consumers, including being respected, supporting good causes, making a difference and promoting equal rights.

One thing consumers reject is a reversal of position

Almost half (48%) of respondents say that if a company takes a stand on a given issue, it should stick to that decision, even if it displeases some consumers.

Take an agricultural business that decides to start adopting sustainable practices

If the company communicates that change in values and practices, it will attract consumers who care about sustainability, and may well strengthen their loyalty to the brand.

If the company goes back on those practices, however, it may lose consumers who value sustainability and want to support businesses aligned with their environmental values.

In the same way, take a rural tourism property focused on cultural authenticity

Accommodation that offers authentic experiences and puts the spotlight on the region's cultural traditions, its typical food and genuine interaction with local communities will attract tourists looking for a transformative cultural immersion.

If those elements are compromised, however, by serving dishes less representative of the local culture, say, or by playing down interaction with the community, it may lose the custom of the tourists who are looking for that kind of experience.

Do you want to communicate your brand's values?

Espaço Visual's Design and Digital Marketing service can help!

Source: Ipsos study (USA) in Marketing Charts