The Positioning Power of your True Values


Today we are looking at the importance of telling your story to your chosen market using your TRUE Values. For any business owner, communicating your real, heartfelt values to your customers is absolutely crucial to making sure you have strong market positioning. It is also a must if you hope to gain sustainable and organic growth long-term. In this article, we’ll explore five key benefits of sharing your true values story, and how this approach can lead to long-term success for your business.

Attract the RIGHT Customer

When you share your true values with your market, you more effectively communicate the essence of your business. This approach in turn attracts customers who resonate with your values, ensuring a better emotional fit between your offerings and their needs. By being authentic and communicating what your business stands for, you send a clear message to people about what they can expect when they choose to work with you. This strategy not only helps you communicate with a strong potential customer base but also develops trust and loyalty among existing customers who experience your commitment to your core principles.

Not only this, by targeting customers who align with your values, you can create more meaningful connections and develop longer-lasting relationships. These customers are more likely to stay with you and even advocate for your brand, as they will feel a personal connection to your business. This in turn can lead to increased brand awareness, customer retention, and ultimately, business growth.

Quickly addressing Customer Pain Points

Understanding your customers’ pain points and offering relevant solutions is crucial to providing exceptional service. When your values naturally align with your target market and attract the right customers, you’ll have a deeper, innate understanding of their needs and concerns.

For example, customer objections are often centred around a lack of understanding of the value of a service. So by ensuring that you are communicating your true values in all communication, you are engaging with customers who have challenges that align with your strengths. This enables you to get to the heart of their challenges much faster, without the need to resort to salesy pitches and the need to constantly overcome objections.

Additionally, communicating to customers with pain points that you understand allows you to continually optimize your product or service offerings. By continuously refining your offerings to address these challenges, you can stay ahead of your competitors and ensure that your business remains relevant and valuable to your customers.

This is key to maintaining and strengthening your Market Position.

Maintain your Target Market Position

Establishing a strong market position is essential for any business, and consistently presenting your true values plays a crucial role in achieving this. People will test your claims on market position based on their initial interactions with your business. The reality is that as a business, you only get to make a claim on what you believe to be your market position. You are essentially staking a temporary claim on where you sit; but your customers will ultimately decide whether you get to actually remain there or not. See THIS article for a deeper dive into that concept.

The only way you can be sure that your position will be permanently “granted” by the market is to

1. Ensure that you are genuine in your original message.
2. Live up to that message once your customers begin to experience your business (read on for more on this)

Maintaining a consistent message across all marketing channels and customer touchpoints is essential in claiming and reinforcing your market position. This consistency helps build trust with your target audience, who will come to associate your brand with specific values and offerings.

Furthermore, being transparent about your values helps set your business apart from competitors. By showcasing what makes your business unique, you can carve out a niche in the market and attract customers who are specifically looking for the solutions and values that you provide.

Reinforcing your Story through Internal Alignment

A business’s values should not only be communicated externally but should also be deeply ingrained within the company culture. When your team members understand and embody your values, they can deliver exceptional service that reinforces your brand’s identity with every customer interaction.

Creating a values-driven company culture starts with hiring the right people. By prioritizing candidates who align with your values, you can build a team that genuinely believes in your vision. This alignment creates a positive work environment and encourages Team Members to go above and beyond for your customers.

Moreover, integrating your values into your company’s training programs and daily operations helps ensure that your team members have the tools and resources necessary to uphold your brand’s identity consistently. This is the connection that ties your customers’ experience with your business back to the original Values that they first resonated with. It is absolutely vital in establishing authenticity as your company moves forward to growth.

Regularly revisiting your values and discussing their importance with your team members can keep them engaged and motivated to deliver exceptional service that aligns with your brand’s core principles.

Empowering Customer Advocacy

I’ve left till last what is arguably the most beneficial outcome of values alignment within your business.

When your business’s values are consistently communicated and demonstrated both internally and externally, customers will have a clear understanding of who you are and what you stand for. This clarity allows them to easily identify colleagues and friends who may benefit from your services, transforming them into your most effective communication tool and driving organic, sustainable growth. The key caveat here being that you must Captivate, Delight and Re-Enforce this customer first!

Satisfied customers who resonate with your values are more likely to become advocates for your brand, sharing their positive experiences with their networks. This word-of-mouth marketing can be incredibly powerful, as potential customers often trust the recommendations of their friends and family more than traditional advertising methods.

In addition, fostering strong customer relationships based on shared values can lead to increased loyalty and retention. When customers feel connected to your brand and the values you represent, they are more likely to stick around for the long term, leading to repeat business and a reliable customer base.


Sharing your true values story with the market is essential for attracting the right customers, addressing their pain points, maintaining your market position, reinforcing your story internally, and empowering customer advocacy. By consistently focusing on these elements, you can create a solid foundation for organic growth and long-term success, all while staying true to the heart of your business. By embracing and communicating your authentic values, you can build strong relationships with customers who not only appreciate your offerings but also become powerful advocates for your brand.


Adam Walsh
Values uncovered….not created.

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