Along with being truthful, don’t be afraid to make clear what you stand for — and what you stand against. Too many brands lack an opinion about the very space they operate in, or fail to make clear what they believe or stand for. Have courage! To a buyer, if you stand for nothing or believe in nothing, you mean nothing.
According to the Harvard Business Review, when consumers want a relationship with a brand, 64 perrcent cite shared values as the reason they have that relationship.
Articulating your “why” as an organization can be powerful. Operate in a way throughout the business that illustrates your values. Maybe your company leader or executives evangelize the values. But when employees work under a common vision and mission clearly articulated internally and in market, it can make a big difference. Be transparent and work on building trust through shared principles with buyers.
If your vision for the business is making a positive change in the world, don’t be afraid to share that. Then educate the industry on why that is the best way forward.