As copywriters in crowded sectors like horology, jewellery, cosmetics and transport, we often see how companies with clearly defined values significantly differentiate themselves in a competitive market.
Corporate values are a strategic differentiator
Company values define what a firm truly stands for—whether it’s innovation, inclusivity or continuous improvement. By consistently revisiting these values, companies can stake out a unique perspective that adds depth to marketing narratives and clarifies corporate communications. Naturally, this approach only works when values are deeply woven into the company culture, rather than a token presentation at a corporate away day.
Lean into your values for endless content opportunities
As writers for a diverse range of international clients, we can enhance a company’s presence by crafting communications rooted in its core values, helping it stand out in a crowded market. The brands we work with—from established names to global industry leaders—communicate their values so effectively that they become ingrained in our minds, guiding our approach to every new project.
What’s more, leaning into these values allows companies to craft richer narratives that bring a touch of personality or present a unique perspective that highlights their distinct offering. When values are well established, we uncover storytelling opportunities that allow us to explore different angles and expressions of each value. This not only reinforces the brand identity but generates a self-sustaining cycle of content opportunities that continually enrich the brand narrative.
Turning values into actionable messaging
The real challenge lies in translating abstract values into precise, actionable language.
For instance, instead of relying on empty slogans like “We value innovation,” a company can highlight this commitment by showcasing specific initiatives—such as a dedicated innovation lab or a hackathon where employees experiment with new ideas and technologies.
Leveraging values for competitive edge
Ultimately, brand values are not mere slogans; they are the driving force behind effective messaging. As copywriters, we have the responsibility to elevate a brand’s voice by embodying its values, ensuring that every piece of content is infused with authenticity and purpose. In the B2B landscape, where distinguishing oneself is paramount, aligning messaging with core values is essential for meaningful engagement and enduring impact.
Reflection:
· Are your company's brand values distinct enough to truly set you apart in a competitive market?
· Can every employee not only list, but demonstrate how these values drive their daily work and decision-making?
