Voltar aos outros artigosWe all know the incredible feeling of meeting someone and realising that your interests, ways of thinking, and sometimes even actions, are aligned. Everything becomes easier. We see this in circles of friendship, family, and naturally, with the brands we engage with.
No matter the industry, having well-established values is crucial for attracting the right customers! In this article, we will explore some examples where this component is strong and significantly impacts the brand’s image.
Ben & Jerry’s: Peace, Love, and Ice Cream
Activism can be bittersweet, but with Ben & Jerry’s, it tastes like ice cream! It is well-known that the emotional connection between the consumer and a brand goes beyond the product’s features. The deep concern for human rights, labour rights, animal rights, and environmental defence, makes this unmistakable ice cream brand an expert in winning over not just the senses but also the heart.
“We love making ice cream, but using our business to make the world a better place gives meaning to our work.” – Ben & Jerry’s
For many, Ben & Jerry’s is not just a snack; it’s an expression of identity and a way to contribute to a fairer world. When there is an alignment with values and beliefs, the likelihood of the public choosing this brand over others increases exponentially. And where can we see this increase? In their social media presence and sales!
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Lemon Jelly: Sustainability with a Hint of Lemon
In a saturated market where the supply is constant and products are similar, the mission and values a brand defends take on a decisive dimension. Lemon Jelly, a Portuguese footwear brand with just over 10 years of activity, is produced using 100% renewable energy and from production waste.
In many cases, the defence of sustainability and the environment is non-negotiable for the consumer, who is increasingly willing to buy and support companies that share their ideals.
Lemon Jelly’s mission is based not only on these future-oriented principles but also on authenticity, consistency, and transparency in production. Through these values, and by not using leather in their products, they gain positioning in the international footwear market and in consumer purchases.
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IKEA: Building a More Humane Future
Brands that defend and promote social values demonstrate a commitment to society, and IKEA aims to show just that!
Support for refugees, defence of the rights of the LGBT+ community, and the health, safety, and education of children are part of the agenda of the Swedish giant. They are recognised by the public when they promote these causes: the same customers who buy IKEA products become enthusiastic spokespeople for the brand.
If we look beyond the creative marketing strategy and the variety of products it offers, the values defended by IKEA help to shape its identity and image. It becomes more authentic, closer to the customer, closer to well-being, and fundamentally, more human. Who doesn’t want to be associated with and contribute to such values?
Communicating a company’s mission and values may be more complex than one might imagine. A practice that influences consumer perception in the short term and their loyalty in the long term should be considered in structured planning.
Count on us to help you make that change!