Everyone Needs To Fight For Something

Brand values give you clarity about who you fight for and what you fight against. That’s essential for effective marketing. Here’s one way to find them.

I’ve talked to many coffee people in the last few weeks who say something like…

“Well we haven’t really nailed down any specific brand values or mission or anything yet. We’ll get to it eventually”.

Get to it today! 

When you have clear values, it’s much, much easier to identify what to post on social media, what decisions to make in your business, how to hire, and beyond.

Clear values help people with similar values attach to your brand. These customers are your biggest advocates.

Not to mention, emotionally engaged customers spend ~50% more than your average customers.

30 Second Exercise: Start A Fight

🤺 Who are you fighting for?

Is you fighting for the first responders who need energy to get their essential jobs done? Are you fighting for regular folks who hate drowsy mornings? Are you fighting for hard-working blue collar workers?

Pick someone to be a passionate advocate for.

🤺 What are you fighting against?

Fighting against stale grocery store beans? Are you fighting against thoughtless coffee drinking that doesn’t make people happy? Are you combating inequality in the coffee industry?

Pick something to stand for.

When you put these two things together, you have (1) a person you can passionately relate to and (2) a common enemy you can fight together.

That’s how you build loyal, emotional followings – and that’s the key to a sustainable brand.

Let me know what you come up!

Also Read: Selling Coffee Online? How To Not Get Lost In The Crowd