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

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happens when you identify
with the mission and

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values that drive the people behind it.

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

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

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

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

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And we are a brand that goes above and

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beyond providing high quality
clip-in hair extensions.

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What you also get?

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Transparency, value,
exceptional customer support, positivity,

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confidence, empowerment.

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

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Because we are.

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There's a clear voice here.

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

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

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

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

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

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They share their mission and

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values, explaining their reasons
behind their actions and creations.

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And they establish trust immediately,
laying out their goals.

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

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their customers.

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

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

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

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

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is to share your personal story.

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We spoke a while back about
transparency and honesty, and

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how powerful an origin story can be.

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

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

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Layla's story.

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

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

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

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

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

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Their story is perfect inspiration for
their audience.

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Customers just like them can
identify with the founders and

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the reasons why
the business is here today.

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They'll also trust that Luxy
understands their needs.

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

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

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well, it's worth sharing.

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

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

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

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Look at what Saatva Mattresses does.

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

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

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

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it wouldn't have the same effect.

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

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

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Seeing is believing.

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

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website, great visuals can
have a dramatic impact.

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The pictures you choose matter.

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

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

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Embrace transparency and honesty here.

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

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

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

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

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

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show the evidence of that as well.

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Toms shoes is known for
their social responsibility and

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they gladly share content
explaining their efforts, and

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showing the faces of people
they're directly helping.

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

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

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

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clients, it helps to let
our existing customers and

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clients do the talking for us.

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

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when satisfied customers do it so
much better?

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When you read these quotes on
Gayle Winde guitar straps,

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

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

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made a real difference in their lives,

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

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So whether you've got values, stories, or

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

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a following that immediately
connects with you.

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Think of it this way.

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

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

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the one you can make
a personal connection with.

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By telling your story and

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