You may find the most powerful emotional connection you can make with a brand,

happens when you identify with the mission and

values that drive the people behind it.

I've never been in the market for a wig or hair extensions,

but when I read the story behind Luxy hair, I couldn't help but

be impressed with the positive vibe that they were putting out there.

We believe that everyone deserves to have the hair of their dreams.

And we are a brand that goes above and

beyond providing high quality clip-in hair extensions.

What you also get?

Transparency, value, exceptional customer support, positivity,

confidence, empowerment.

Our mission is to help women look and feel beautiful everyday.

Because we are.

There's a clear voice here.

A woman's voice that's strong and confident and

it's one that clearly wants to share that strength and confidence with other women.

But let's take a closer look here at what Luxy has done here.

They've done what all brands should strive to do with UX content.

They create connection with their target audience by speaking directly to them.

They share their mission and

values, explaining their reasons behind their actions and creations.

And they establish trust immediately, laying out their goals.

Maybe it's their hopes and dreams about what they want to accomplish for

their customers.

Whether you're a big corporation or a two person shop

like Luxy was when they started, this kind of UX content will allow you to

create these connections between your customers and your brand as a whole.

One way to hit a lot of these goals, all at the same time,

is to share your personal story.

We spoke a while back about transparency and honesty, and

how powerful an origin story can be.

Sharing values that resonate with others is a great way to build a following.

Back on the Luxy hair website, they expand on their mission, by sharing Meme and

Layla's story.

These two sisters were prepping for Mimi's wedding day and

she really wanted everything to be special, including her hair.

They looked everywhere for a solution but the quality was always low.

And that's when they discovered many other women had similar needs.

So they started their own company to help women just like them.

Their story is perfect inspiration for their audience.

Customers just like them can identify with the founders and

the reasons why the business is here today.

They'll also trust that Luxy understands their needs.

The quality, the colors, the special styles and the price.

So if you've got a story that shows why you know your customers so

well, it's worth sharing.

It's a lot better than just listing a bunch of beliefs with no real context.

But if you are a brand that lives by a set of well-defined values,

it's worth sharing, as long as you can explain that.

Look at what Saatva Mattresses does.

They list nine points that make up their philosophy, explaining in detail why they

believe in transparency, communication and saving their customers' money.

If they just boiled them down to a set of bullet points,

it wouldn't have the same effect.

The details, written in a conversational style, make the meaning clear.

But of course, words don't tell the whole story.

Seeing is believing.

That's why when you create UX content about your brand or

website, great visuals can have a dramatic impact.

The pictures you choose matter.

The subject of each one should be specific and chosen by design,

which is why stock photos of similar looking things don't have the same effect.

Embrace transparency and honesty here.

If you're going to show a picture of our team, then get together for a picture.

Don't just go on Shutterstock and find the most diverse,

prettiest looking group of vaguely happy, business-looking people.

It's not genuine and your users will know it.

And if you support a cause, or actively work to improve something you believe in,

show the evidence of that as well.

Toms shoes is known for their social responsibility and

they gladly share content explaining their efforts, and

showing the faces of people they're directly helping.

They want their followers to personally know what they're doing,

who they're helping and encourage them to take part.

But if we really want our efforts to resonate with potential customers or

clients, it helps to let our existing customers and

clients do the talking for us.

Why try to figure out the best way to tell our story,

when satisfied customers do it so much better?

When you read these quotes on Gayle Winde guitar straps,

about Gayle's masterful work and personal service, you can't help but be convinced.

These first hand reviews are genuine and when you've actually helped someone and

made a real difference in their lives,

their account will resonate better than any marketing copy ever would.

So whether you've got values, stories, or

testimonials to share, this kind of UX content can help you build trust and

a following that immediately connects with you.

Think of it this way.

If you had two competing brands trying to sell you the same thing,

more often than not, you will choose the one you can identify with,

the one you can make a personal connection with.

By telling your story and

sharing your values, you can make your connections that much stronger.