If I were to ask you about your core values, could you list them off?
Here’s the thing. It’s not enough to say, “Well, I’m nice. And my employees are, too.”
You should be nice. However, true core values drive those gut feelings, daily decisions, and, perhaps most importantly, the ideals your customers are seeking, too.
CORE VALUES START WITH A NEED.
Let’s look at KT Merry, a destination wedding photographer. While she doesn’t list out her core values (most brands don’t), I can pick out several that might have made the cut from the text on her About page.
“Yes, I’m devoted to my art, but I value your experience above all. You’re searching for photography with meaning, images that capture you at your best. I am too. I look forward to being your guide, as we join together to create timeless, artistic heirlooms for you and the people you love.”
Artistic. Meaningful. Collaborative. These are all needs.
How does she communicate those values to clients? Her wedding photography is “artistic” (rarely posed). She uses interesting angles and techniques to capture intimate, unnoticed moments. And she describes her process as a collaborative one.
KT knew exactly what her audience was envisioning. What about you? Our Client Avatar Workbook (it’s free! Download yours below!) is a great resource to match up values between you and your ideal client.
What needs are you meeting with your core values?
CORE VALUES ARE SHARED VALUES.
It’s important to focus on what you value within your business. However, it’s equally important to make sure your team and your customers value the same things.
Let’s say “family” is one of your core values. Would you say each of the following is true?
- A family atmosphere is communicated in several ways to my customers (inclusive language, regular client follow-ups, birthday wishes, etc.).
- My team acts like a family.
- The family feel is one of the reasons customers choose my business over competitors.