It goes without saying that as a brand or business owner, having a complete understanding of what your brand represents or stands for is a must. Your customers can only resonate with your brand values if you truly understand and apply them in your day-to-day operations.

According to Consumer Goods Technology, over 75% of shoppers say they've cut ties with a brand over a conflict in values which speaks to the importance of having a core understanding of what your brand represents or stands for. This understanding should ideally trickle down to every part of your business from the backend right until the forefront. This includes your marketing strategies as well. Your brand should scream about everything it stands for and through which build affinity to customers who also resonate with your core values.

The Power of Brand Values

Brand values are the fundamental beliefs and principles that guide a company’s actions and decisions. They serve as the foundation upon which a brand’s identity is built on, shaping its culture and interactions with customers.

Ideally, your content should align with your values to create a stronger connection with customers. This fosters trust, loyalty and a sense of a shared purpose. Customers are more likely to resonate with and support brands that genuinely embody the values they hold dear.

Japanese retail brand Muji has built a strong reputation on its commitment to simplicity and quality. Through its minimalist product design and focus on natural materials, they have consistently reinforced their core values. This alignment with its values has attracted a loyal customer base who appreciate the brand’s emphasis on understated elegance and practicality. 

By authentically expressing its brand values through its products and content, Muji has created a strong emotional connection with its customers, positioning itself as a trusted and reliable brand in the APAC region.

How to Create Content That Aligns With Your Brand Values

Beyond just product design and marketing campaigns, brands can effectively integrate their value into content by:

Storytelling: Having an authentic narrative that showcases how your brand values are put into practice is one way to create brand value-driven content. For instance, a company that prioritises sustainability can create content based on its eco-friendliness and the positive impact they have had.

Employee Testimonials: Featuring employees who embody the brand’s value can inspire customers and nurture a sense of belonging with your company on a personal level.

Community Involvement: Highlighting the brand’s contributions to local communities or causes that align with its values. This can demonstrate the brand’s genuine commitment to making a meaningful difference.

By consistently aligning content with brand values, businesses can cultivate stronger relationships with their customers, foster loyalty, and build a positive brand reputation. By sharing authentic stories, highlighting employee contributions, and demonstrating community involvement, brands can create content that resonates deeply with their target audience and reinforces their commitment to making a positive impact. Ultimately, values-driven content is not just a marketing strategy; it's a powerful tool for building trust, building a loyal customer base, and achieving long-term success.

iWISERS has a multitude of social intel solutions and custom objective research services working with brands across APAC. Drop an email at This email address is being protected from spambots. You need JavaScript enabled to view it. or chat with us on LinkedIn, @iWISERS for social intel or industry studies that enable people-centric data-based decision making.

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