The Importance of Communicating Values

Modern brands must intentionally describe their values, or their why, within the customer’s market journey, and these values will explicitly determine how the brand communicates to its target audience. By employing values within your marketing efforts, you’re more likely to get an emotional connection from consumers, while earning their trust and loyalty. This can be especially difficult to communicate for technical brands (or those based in life sciences) where industry terms or product specifications can be difficult to understand. If the customer gets lost in unfamiliar lingo, the problem you’re passionately trying to solve can become muddled in the messaging.

Tip #1: The Best Brands Have a Story to Tell

The best storytellers are compelling and easy to understand. Our firm has gifted technical writers, with mentors who asked, “Can your grandmother understand what you just wrote?”

If the answer is no, or if it requires further clarification, the story hasn’t been adequately communicated. Depending on your audience, technical jargon and specifications may be warranted, but they should never supplant the objective. What is the problem that you’re solving, and why should your audience trust that your solution is worth paying for? Grandma might not know how spectrometers work, but if you’re selling one for measuring dissolved oxygen in marine ecosystems, you can easily describe how the health of the ecosystem is measured by such instruments, and why your instrument is superior to others. 

Is your message clear, simple and brief? If you can master those basics, your purpose and value proposition won’t get lost in the product specs.

Tip #2: Bond with Your Audience on Shared Needs and Interests

Most organizations recognize the importance of advocating their purpose, but life science and high-tech brands are, by their very nature, based within initiatives that benefit the social good. Connect with your audience on your shared purpose, around efforts that drive them to participate. Success in this arena is all about developing the right strategy and executing it in an authentic way that showcases the mutual benefit to everyone involved.

Tip #3: Understand and Communicate the Value of Your Purpose

It’s a digital world, and digital natives are a shrewd group of consumers, passionate about transparency, social care, mental health, climate change and more. To successfully establish market share in this competitive environment, products and services must feel inseparable from the brand’s purpose, which in turn must feel inseparable from the brand itself.

Need help connecting your purpose with your audience? At HexIQ, we understand how to communicate brand purpose as clearly as your product’s value proposition. We’ll break down the data to identify the strategic goal, and center each act of marketing with intention, so you know exactly where each dollar is placed and its return on your investment.