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What’s up team?!

I’m not sure about you, but the time change has me feeling great.

Nothing better than “springing forward” and getting an extra hour of daylight, right when the days start getting a little bit warmer. ☀️

We have a great article for you today!

We’re talking about how to create loyal audiences by demonstrating your brand’s values. This can come in a variety of ways, from being mission-focused or running cause-based marketing campaigns.

Scroll past news to get the scoop - let’s dive in! 🔥

News

Tools + Productivity

Strategy

Hims doesn’t offer anything special.

But how they offer it? That is something we can learn from.

The company was able to carve out an audience by demonstrating their brand values and connect with their customers to build a community of loyal followers.

Hims
If you haven’t heard of Hims, they are a direct-to-consumer telehealth brand that provides men with treatments for things like erectile dysfunction and hair loss - inherently sensitive issues.

The company started when the founders realized that men hate going to the doctor, especially for issues that deal with their masculinity.

In other words, if you have to actually admit to someone face-to-face that you are having erectile dysfunction in order to get prescribed a solution, you are much less likely to get the help you seek.

After realizing this obstacle, the company’s mission became to destigmatize male health issues.

Take a look at the company’s old “about us” page. This simple screen was a masterclass in demonstrating brand values.

A few key points to note:

1. Plain language - the wording is straightforward and empathetic, characteristics you would like to see from your doctor

2. Minimal font - the text itself is presented in a non-threatening way, so customers don’t feel overwhelmed by the prospect of addressing their sensitive health issues

3. Credibility - the company was founded by men, for men; they have advisors from the best schools in the world; and all of their products are FDA approved

Why This Works
Hims has cultivated a modern and approachable brand identity that resonates with its target audience of younger consumers.

The company addresses sensitive topics related to men's health, such as hair loss, erectile dysfunction, and skincare, with empathy and understanding.

By openly discussing these issues and offering discreet solutions, Hims helps reduce the stigma surrounding men's health concerns, making it easier for consumers to seek treatment and support.

Even though it is clear that the company wants you to purchase their prescription products, they make their customers feel that they are part of a bigger community.

It is not abnormal to be scared of confronting a doctor for your issues.

In fact, there are thousands of men just like you who would rather have a completely faceless interaction with a computer screen to achieve a solution.

Since new telehealth laws made it easier to access prescription medication online, Hims has stepped in to use this change for good. As this trend continues to expand, we’ll see more and more use-cases and destigmatization efforts from the brand.

Cause Marketing
While Hims’ activities are directly aligned with its mission statement, many companies will use campaigns to demonstrate their brand values.

After all, Coca-Cola can’t say it is destigmatizing male health issues or reversing climate change by selling cans of soda.

But, what they can do (and frequently do) is partner with affiliate organizations or create one-off campaigns to drive a portion of their revenue to change-making organizations.

According to IR Magazine’s 2020 Corporate Study, high-purpose brands will 2x their market value more than 4x faster than low-purpose brands.

Consumers demonstrate their own values and political allegiances through the companies they buy from.

If this sounds a bit like Don Draper selling you personal fulfillment through consumerism, that’s because it is - but it’s also backed by data: 51% of consumers believe the brands they buy from must share their values.

Coach
A great example of a cause marketing campaign is with Coach.

The luxury fashion house has demonstrated a commitment to doing social and environmental good, donating 1% of every sale to organizations that are dedicated to addressing the pathway and retention issue in the climate movement for minorities, women and gender-expansive people.

Whether or not this actually makes a difference in the world (and whether or not that 1% can / should be increased) is up for debate.

But the important piece to remember is that Coach’s customers feel like they are contributing to a larger goal each time they make a purchase.

For some more insight into cause marketing or building brand values, click here or here.

Looking Ahead
This month, we’re exploring how to sell products when they’re not unique or revolutionary. Building a company that embodies brand values is one way to set yourself apart. Figuring out what ideologies your customers align with and then finding ways to associate your brand with those same ideologies is a phenomenal way to build brand loyalty and differentiate yourself from competitors. Demonstrating your “why” is the key to creating a community.

For a sneak peak into the rest of the month, check below:

Week 1: Target Niche Markets
Week 2: Emphasize Brand Values (this week)
Week 3: Provide Exceptional Customer Service
Week 4: Competitive Pricing & Value-Added Services

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