We Used To Walk, Now We Stand.

3 Ways We Show Our Values As Business Owners

Have convictions or become forgettable. I am not talking about parading how oh-so-awesome your business is on social media because you “posted your thoughts” in an attempt to stay relevant. We are also not talking about those vague, safe abstractions on your website. I am referring to your convictions, the things that are non-negotiable for our business. You're accountable to your clients: did you deliver on these beliefs?

Imagine this, as we go through this topic: if your brand were human, what would it do, in a room full of your ideal audience, how would it act? Is it different from you, as a person? Would it offend your audience?

Because where our vision guides our brand and/or mission, our values live it. People might be able to look past your brand colors, but they might not be able to look past how you make them feel. Make it more than an ism; make “I-stand.”

Stand for—Aggressive

I like to think of my values as “being the change I want to see in the world.” In other words, if I want a client to show up in these three areas when we work together, I need to be willing to follow suit. From our first impression to closing, I need to embody what my brand is about and how the values inform my process.

Clarity: We believe all crafting and artisan work is about making sense of what is not. Branding is an act of making things clear, not confusing.

Curiosity: Through this process, we need to be bold enough to say no but also curious enough to abandon our preconceived notions. For example, I need to kill my ego if these projects are to succeed—this is the first step to creating space where we put the dream first, not our own ambitions.

Accountability: We do what we say we will do. We adhere to the brief, complete the project, and prepare for brand success.

Authenticity: We are honest. Yes, I think this is the most important expectation. Being “real” with each other goes beyond blunt feedback and brutal honesty. It starts with personal examination, which is why I try not to take on clients who are not willing to go through my process. The process speaks to the problem I am trying to solve.

These four values are ones I should be reading more often than I do. All too often, I—as a writer—change the words rather than letting the words change me.

Stand Against—Passive

I hate to make a villain, but there is always a villain—even if it is an idea, it’s still a villain. Beliefs are formed from an adversary because most of us learn by seeing what we “don’t” want to be or how we don’t want ourselves or others to feel.

What are some of the most frustrating things about your audience experience? These are who you stand against. Literally, I want you to stand between your audience and the storm. Helping them in ways no one else has—because no one else will. Why? Because you're the leader!

Yes, you heard me right. Again, the heart of this comes down to one point: you exist to stand up for your audience, to shield them from danger, and to help them grow. But what are you fighting? That is the question you need to answer. For I am protecting my clients from confusion. Most brands struggle because they lack identity. When the brand's leader or visionary knows who they are, they become unstoppable.

If you are to lead with vision, you are to walk with values.

Stand With—Active

Who: they—your audience, whatever word you use to describe the people you love to show up with. Because if we don’t make our values, the lived expressions of our brand, align with this audience, there is a disconnect. They read your book, the message is not received, or worse, received ill. Your post offends them, and the way you coach makes them regret making the purchase.

And who is the “right fit”?

Stay tuned for my next article on Audience.