Brand Identity and Values

You may find the most powerful emotional connection you can make with a brand, 0:00 happens when you identify with the mission and 0:04 values that drive the people behind it. 0:07 I've never been in the market for a wig or hair extensions, 0:10 but when I read the story behind Luxy hair, I couldn't help but 0:13 be impressed with the positive vibe that they were putting out there. 0:17 We believe that everyone deserves to have the hair of their dreams. 0:21 And we are a brand that goes above and 0:25 beyond providing high quality clip-in hair extensions. 0:27 What you also get? 0:31 Transparency, value, exceptional customer support, positivity, 0:33 confidence, empowerment. 0:38 Our mission is to help women look and feel beautiful everyday. 0:40 Because we are. 0:44 There's a clear voice here. 0:47 A woman's voice that's strong and confident and 0:48 it's one that clearly wants to share that strength and confidence with other women. 0:51 But let's take a closer look here at what Luxy has done here. 0:55 They've done what all brands should strive to do with UX content. 0:59 They create connection with their target audience by speaking directly to them. 1:03 They share their mission and 1:08 values, explaining their reasons behind their actions and creations. 1:09 And they establish trust immediately, laying out their goals. 1:14 Maybe it's their hopes and dreams about what they want to accomplish for 1:19 their customers. 1:23 Whether you're a big corporation or a two person shop 1:24 like Luxy was when they started, this kind of UX content will allow you to 1:27 create these connections between your customers and your brand as a whole. 1:32 One way to hit a lot of these goals, all at the same time, 1:37 is to share your personal story. 1:40 We spoke a while back about transparency and honesty, and 1:42 how powerful an origin story can be. 1:46 Sharing values that resonate with others is a great way to build a following. 1:49 Back on the Luxy hair website, they expand on their mission, by sharing Meme and 1:54 Layla's story. 1:58 These two sisters were prepping for Mimi's wedding day and 1:59 she really wanted everything to be special, including her hair. 2:02 They looked everywhere for a solution but the quality was always low. 2:06 And that's when they discovered many other women had similar needs. 2:10 So they started their own company to help women just like them. 2:13 Their story is perfect inspiration for their audience. 2:18 Customers just like them can identify with the founders and 2:21 the reasons why the business is here today. 2:25 They'll also trust that Luxy understands their needs. 2:27 The quality, the colors, the special styles and the price. 2:31 So if you've got a story that shows why you know your customers so 2:35 well, it's worth sharing. 2:40 It's a lot better than just listing a bunch of beliefs with no real context. 2:42 But if you are a brand that lives by a set of well-defined values, 2:47 it's worth sharing, as long as you can explain that. 2:53 Look at what Saatva Mattresses does. 2:56 They list nine points that make up their philosophy, explaining in detail why they 2:58 believe in transparency, communication and saving their customers' money. 3:04 If they just boiled them down to a set of bullet points, 3:09 it wouldn't have the same effect. 3:11 The details, written in a conversational style, make the meaning clear. 3:14 But of course, words don't tell the whole story. 3:19 Seeing is believing. 3:22 That's why when you create UX content about your brand or 3:24 website, great visuals can have a dramatic impact. 3:27 The pictures you choose matter. 3:31 The subject of each one should be specific and chosen by design, 3:33 which is why stock photos of similar looking things don't have the same effect. 3:38 Embrace transparency and honesty here. 3:43 If you're going to show a picture of our team, then get together for a picture. 3:45 Don't just go on Shutterstock and find the most diverse, 3:50 prettiest looking group of vaguely happy, business-looking people. 3:53 It's not genuine and your users will know it. 3:58 And if you support a cause, or actively work to improve something you believe in, 4:01 show the evidence of that as well. 4:05 Toms shoes is known for their social responsibility and 4:08 they gladly share content explaining their efforts, and 4:11 showing the faces of people they're directly helping. 4:14 They want their followers to personally know what they're doing, 4:17 who they're helping and encourage them to take part. 4:20 But if we really want our efforts to resonate with potential customers or 4:24 clients, it helps to let our existing customers and 4:28 clients do the talking for us. 4:31 Why try to figure out the best way to tell our story, 4:34 when satisfied customers do it so much better? 4:37 When you read these quotes on Gayle Winde guitar straps, 4:40 about Gayle's masterful work and personal service, you can't help but be convinced. 4:44 These first hand reviews are genuine and when you've actually helped someone and 4:50 made a real difference in their lives, 4:55 their account will resonate better than any marketing copy ever would. 4:57 So whether you've got values, stories, or 5:02 testimonials to share, this kind of UX content can help you build trust and 5:06 a following that immediately connects with you. 5:11 Think of it this way. 5:15 If you had two competing brands trying to sell you the same thing, 5:16 more often than not, you will choose the one you can identify with, 5:20 the one you can make a personal connection with. 5:24 By telling your story and 5:27 sharing your values, you can make your connections that much stronger. 5:29