How value impacts a brand - Carney
The Daily Carnage

How value impacts a brand

Learning a thing or two about brand values…

Be in the Know

Start Identifying Your Brand Values by Answering These 6 Questions

Believe us, your customers are watching, listening, and paying much more attention than given credit. Buyer behavior stems from emotion. It’s time to tap into that emotion and be clear on what you stand for.

So what do you stand for? Ya know, the values that make your business an identifiable brand. For example. Marketing software, Wistia believes in long-term company thinking, creativity, presentation, and simplicity.

Ready to align your business with meaningful values? Wistia came up with the questions you need to ask to get your brand values in order.

Two questions to ask your customers:

  1. Why did you choose us? Take note of the main reason why your people resonate and choose your brand in the first place.
  2. How would you describe our brand if it was a person? Getting customers to describe your brand as a person in their life will clarify your brand’s attributes that resonate with them the most.

Two questions to ask yourself, or the owner:

  1. Why did you start this company? Unpassionate entrepreneurs aren’t a thing. Be honest with yourself, there was a problem that you set to solve.
  2. What do you value the most, personally?  Understand the personal values of your business as a whole. This includes yourself as an owner and the folks who work with you.

Two questions to ask your co-workers:

  1. Why did you join our organization? Find out why your employees chose to work for you. Then compare their answers to your own plus the feedback you’ve received from customers.
  2. Why have you stayed here? Harvard Business Review supported the notion that when values align, then satisfaction, comfort, and productivity in the workplace increases, which means employees stay longer.

Get the full story – you know what to do!

Practice What You Preach

The value of a brand is like the personality of a human. Today’s Tactic section really inspired us and it got us thinking about how other companies present their values.

If your company defined its values it’s probably somewhere on the About page on your website. In other words, most likely not in a prominent place. Like we said above, there is an emotional tie to buying, so why hide the heart of your brand.

Let’s look at an example, shall we? Zappos has 10 core values and yes, we found it on a subpage of their About section. BUT here’s the difference…

  1. Zappos created blog content around their core values.
  2. Zappos lists “Create Fun and A Little Weirdness,” plus “Be Adventurous, Creative, and Open-Minded,” as core values and their social profiles and posts are proof.
  3. “Deliver WOW through service” is listed first under core values. In Zappos Twitter bio, it reads “Zappos is our name and service is our game!” This means they are promoting this strength any chance they get. Now you might be thinking big whoop, they added it on social. Well…
  4. Zappos shows they give a hoot about service because if you scroll down to the bottom of their homepage, customers can give feedback on shopping experience. This, by the way, also speaks to Zappos’ core value in willingness to learn and grow.

What we’re trying to say is – if you’re going to stand for something, or define values then by golly, practice what you preach.

The Pulse on Podcasts

Friends, if you’re in Pittsburgh, we’d love for you to join us at Carney for the Pulse on Podcasts. Carney and MissFits invited female podcasters to chat about how this booming medium can grab attention for your business.

When: Tuesday, Feb 25

Time: 6 – 8 pm

Where: 1130 South Braddock Avenue #200 Pittsburgh, PA 15218

And by the way, it’s a totally free event!

The Moldy Whopper

Moldy food? That’s downright rotten! But Burger King’s most recent ad tries to convince us otherwise, stating that moldy food = *real* food.

BK presents this rotten ad to make a statement about its recent commitment to removing artificial colors, flavors, and preservatives from its core sandwiches and sides. Pretty dang bold if you ask us. 

Ads from the Past

1973, Midway Mfg. Co.

“Blessed is the man, who having nothing to say, abstains from giving wordy evidence of the fact.”

George Eliot


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