Grow Your Brand by Tapping Into What Your Customers Really Care About
In today’s crowded marketplace, consumers are flooded with choices, and brands need more than just clever ads to stand out. The key to cutting through the noise? Connecting with your customers on a deeper level by embracing their core values. Enter values-based segmentation—a powerful way to align your brand with what matters most to your audience.
Beyond Politics: Focus on Shared Values
While politics can influence buying decisions, customers are driven by deeper values—like trust, innovation, and community. In fact, a recent Wall Street Journal article showed that even everyday products, from cereal to cars, can carry political associations based on the values they represent. (There's also a fun quiz in the article - see how you score vs all WSJ readers). But brands that focus on universal values, rather than political divides, are more likely to attract a broader audience.
Take Airbnb, which has captured younger travelers with values of adventure and belonging. But by emphasizing comfort and ease, they could expand their reach to older travelers as well. Similarly, brands like Ford and Carhartt can extend beyond conservative audiences by embracing progressive values like sustainability and innovation.
Another well known company, Whole Foods, traditionally known for its organic, high-quality offerings, used to be out of reach for price-sensitive consumers. But with Amazon’s help, the brand is evolving. Through more affordable options and Prime discounts, Whole Foods is reaching a wider audience without sacrificing its commitment to quality. It’s a smart example of balancing core values while attracting new segments.
Well sure, you might say, I would love to align my messaging to the personal values of all my current and potential customers, but I only have so much time and money. How do I test this approach quickly and easily? Don't worry, I've got a few suggestions to help you get started. First, one more example.
Targeting Healthcare: A Personalized Approach
Healthcare is another industry where values-based segmentation can make a big impact. Imagine a healthcare network of providers could segment its audience based on factors like life outlook, generational, and regional values to deliver more personalized messages.
For example:
Millennials and Gen Z in Urban Areas value convenience and tech-driven care. Messaging that promotes app-based scheduling and virtual visits would resonate deeply.
Message Example: "Quick, Easy, and Always at Your Fingertips—Book Same-Day Appointments with One Medical."
Baby Boomers in Suburban Areas seek trust and long-term relationships. Messaging that highlights personalized care and strong patient-doctor bonds would connect well.
Message Example: "Personalized, Compassionate Care—Your Health Matters to Us with Virginia Mason."
This type of segmentation empowers healthcare providers to connect with patients in a meaningful way.
Three Ways to Test Values-Based Segmentation
Feeling inspired? Here are three ways to put values-based marketing into action:
1. Custom Research
Dive deep with surveys or focus groups to uncover what values drive your audience. Though thorough, this method is time-intensive.
2. A/B Testing
Experiment with different value-based messages in real time. Test how different segments respond to campaigns focused on innovation, trust, or community.
3. AI-Powered Insights
For a faster, easier approach, platforms like Lifemind allow you to quickly segment your audience by life outlook, location, and values. According to a recent YouGov study, only 29% of U.S. brands are considered bipartisan, resonating equally with both liberal and conservative audiences. Lifemind, with it's AI-powered platform, helps you identify the values driving purchasing decisions in minutes, letting you test messaging quickly and easily.
The Power of Values-Based Marketing
Values-based marketing helps you build deeper connections with customers by speaking directly to what they care about most. Brands like Airbnb, Ford, and Whole Foods show how aligning with customer values can drive growth. By using tools like Lifemind to better understand your audience’s core values, you can test strategies quickly, refine your messaging, and create campaigns that genuinely resonate.
It’s time to embrace values-based marketing and watch your brand grow.
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Explore how Lifemind can help you align with customer values and supercharge your marketing today.
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