create value

If customers think that they are getting value for their money, they will remain loyal to a company. Brands have to communicate their benefits and relevance in these changed times.

Nowadays it is unimaginable to make purchase decisions without brands coming into play. We often look at the brand name of an item to determine its value.

A brand is more than the products and the services that it sells. Creating and sharing valuable content provides brands with great reputations and returns. However, this happens only over time and through consistent effort and commitment. Given below are the ways by which a brand can provide value.

Elevate the Customer Experience

It is important to understand customers, who they are, and what their motivations are. Categorizing customers with the help of the customer service team could be an important step towards achieving this.

Data can also be collected from the CRM of a company. With that data, customer personas can be created. Buyer personas help to identify gaps between customer expectations and experiences.

For instance, Gladiator has a “ What Works” blog where customers share their real-life workspaces.

Gladiator also addresses the customer’s need in choosing products that are right for their gear. That’s why the brand has product and installation videos on its YouTube channel to make the selection and assembly process as simple and easy as possible.

Be Unique

To be unique, a brand has to find the value between passion, knowledge and profitability. It has to appear reliable, respectful and real. Customers feel inspired by authentic brands, and become emotionally invested in their success. Often customers remain loyal to such brands even though there might be less expensive alternatives.

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For instance, Chobani continues to rule over the Greek Yogurt market not only because of the superior quality of its products but also because of the way it impacts local communities.

Its CEO Ulukaya has created a happy and well-paid workforce. He has advocated for raising the minimum wage and in 2016 he gave 10% of his company to his employees. Because of such actions and the quality of its products, customers continue to see the brand as an authentic one.


When a customer comes in contact with a brand for the first time, it is difficult for them to trust it immediately. Trust takes tame and depends to a great extent on brand consistency.

Successful brands make long-term commitments to regularly deliver value to their communities, and put out messages that align with their core values.

For instance, Weeks Law Firm hosts a series of free workshops like “Leaving a loving legacy’, and ‘Family legal documents’. It also uses Facebook Events to promote them to the local community.

On the event page, users are encouraged to ask questions, download the firm’s ebook and more.

A strategy like this helps customers easily familiarize themselves with content.

Stand for Something

It is important that a business creates a vision of how it will support a cause or community. Customers need to understand the mission of a brand and the way it commits to it daily.

In this respect, it is relevant to mention Dove’s campaign for Real Beauty when the brand stood up for the attractiveness of real women.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.