Values is a term that we are seeing really moving in conversation at the moment. Not just with movements and governments, but in friends circles and family conversation.
But how do brands add value to their customers, and why do we care?
Values are those foundational elements that define a person. they are the pillars that give us purpose and a sense of strength and that guide us in decision making. Businesses have the ability to create products or services that speak to a persons values, or contribute to them, allowing business owners to forge a deeper connection with the customer, a sense that the relationship between the business and the consumer extends beyond the cash register. We all want to feel connected in an increasingly disconnected or “junk connections” (think social media followers, facebook-only friends, linkedin connections you’d never recommend etc) focussed world.
This isn’t about showcasing models in your advertising that looks like your ideal customer; this is about trying better to understand the customer and bring them on a journey with you.
By focussing on adding value for your customer, you remove alot of the fuss and bother from the business equation. No longer are you dependant on being the cheapest in the market, or afraid to increase your prices as apprpriate by the market rate. Your focus instead switches to continuing to bring value to the client, working with them in wahtever ways they require and whatever kind of work it is that needs doing.
In our business, we often find that we might start working with a client on one aspect of their business and that that evolves and changes, ebbs and flows over time. It’s not uncommon for us to start with graphic design work and pick up adjacent and complimentary services like social or digital management, running campaigns and even whole events. I think that is because we focus on the top line, or why people come to us in the first place – to do their marketing better. And by adding value to their business in that area, even if the work does ebb and flow, we are able to continue adding value and contributing to our clients in whatever ways work for them – but rarely do we “lose” clients all together.
Our focus is on making sure that our clients see value in the work that we do, and not so much on hours and dollars. Those things come as part of transaction, as they should, but working 1 hour and 15 minutes for a client and not a moment more is not a thought that crosses my mind. Instead, making sure that we are delivering effective, short-term fixes and keeping an eye on the long-term vision, whatever that looks like, is where my brain sits. And that’s really where we add value.
By having that open and honest dialogue, particularly with things like social media and content creation, we create relationships with our clients that goes beyond simply providing a service, and instead we are seen as a key business partner, a trusted adviser, and as someone with more value than simply the service they provide – and we could not be more proud to hold that status.
If that sounds like someone you want to work with, we want to hear from you. Just shoot us an email on emma@emdesigns.com.au and let’s start a conversation that’s about more than dollars or hours. We look forward to hearing from you.
