There’s no question, the disruptions of recent years have changed consumer attitudes and beliefs (probably) forever. What hasn’t changed? Their core values. And consumers are clinging to those more tightly than ever.
Understanding the critical role values play in our decisions, David Allison, market researcher and brand strategy advisor, embarked on a mission to identify and use core values—or what he calls “valuegraphics”—to more effectively influence consumer behavior, regardless of what’s happening in the world around us.
Discover the value of values.
Core values are the principles and ideals that make up your foundational beliefs. Acting as the cornerstone of who you are, your values drive behavior and guide decision-making—whether you realize it or not.
It’s human nature to be drawn to what you value. It’s why your social feed is filled with what inspires you. Whether that’s new fitness routines, cute animals, finance tips, local parents’ groups, or maybe even more marketing inspiration, it’s a reflection of what you value: health, empathy, security, community, and self-improvement, respectively.
Simply put: Our values explain why we like what we like and why we do what we do.
By identifying the values of your target audiences, you can determine how to speak to them in a way that validates your product, service, and brand align with their values—and they’ll say yes back, increasing acquisitions and improving retention.
Bottom line: They’re stronger than demographics or psychographics.
Demographic and psychographic data alone is simply no longer enough to truly understand your brand’s audiences. Understanding their valuegraphics is now essential to building robust three-dimensional profiles of your targets and how they make decisions—whether it’s where they shop, go to school, bank, or get their healthcare.
Why? Traditional demographics and psychographics change with disruptive life, social and economic events, but personal values stand the test of time. While it’s true that values evolve and adapt with changing environments, they never disappear. So, taking the time to identify your targets’ valuegraphics can help your brand build lifelong connections—driving higher levels of engagement for a better ROI and a stronger business model.
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Align your brand to key values.
Because core values determine how your targets react and respond to the outside world—including your brand—far more than age, marital status, or ethnicity, you can use valuegraphics to:
- Create a brand positioning that connects deeply with seemingly disparate audiences
- Introduce new products or services that more strongly resonate with your targets and improve acquisition
- Understand who your most loyal constituents are—and why—and build relevant loyalty and referral programs to bolster their allegiances and encourage other like-minded individuals to choose you
How to begin using valuegraphics.
Want to begin to build a valuegraphics profile for your targets? Take the time to learn more about the values that drive their actions. The best place to start is with the consumers you already know.
Consider asking your existing base:
- What are the three most important things in your life?
- Why do you go to work (or school) every day?
- If you never had to work again and money was not an issue, what would you spend your time doing?
- What’s your favorite thing to do?
They might actually enjoy the opportunity to daydream, as well as appreciate your outreach with something that’s personal, not sales-driven. More importantly, it’ll begin to identify why they do the things they do—all of which can help you start carving out what they value most. Weave those values into your marketing strategy to strengthen your brand relationships and build authentic connections that drive your business goals.
In an ever-evolving world, valuegraphics can offer a reliable, connected way to build your brand strategy and deliver on it—no matter what changes come in the weeks, months, and even years ahead.
Need help identifying your target audiences’ core values and crafting the messages to inspire action? Contact us.