Values matter.

Yet, too often, when brands try to bring their values into their messaging, it often feels like a lecture or a performance.

As a result, instead of inspiring trust, the message feels preachy or disconnected and forced.

The truth is, your values should influence your messaging. After all, they are part of the foundation of your brand’s personality and the emotional connection you build with your audience.

The challenge, however, is to let your values shine naturally in your communication without coming across as fake.

Here are 7 approaches that you can apply :

1. Show how you live them

Nothing makes eyes roll faster than a brand simply declaring its values. Instead, demonstrate them through actions and stories.

If your actions and culture don’t reflect your values, no amount of messaging will save you.

For example, saying “we believe in sustainability” means nothing if you don’t show the concrete actions you take to prove it, and their outcomes.

The first approach is an empty claim. The second proves commitment while providing value to the reader.

2. Forget about the slogans, tell (real) stories

Truth is… people don’t connect with abstract values. They connect with lived experiences.

For example, instead of saying “we value teamwork”, share a story of how your team members combined ideas to make a client project work, and the impact on your brand.

That’s way more efficient.

3. Make the value the bridge, not the headline

Your messaging will be more relevant if you let your values support it subtly. For those who are afraid to come across as fake, this one will help:

Instead of approaching something as vague as “diversity is our pillar”, try injecting how that value shows up in something you do or offer daily.

Maybe say something like, “We build products that work for different people, because the world is diverse…”

4. Bring your audience into it

Values resonate most when people can see themselves in them.

When your messaging makes the customer the hero of your values’ story, it stops being about your virtue and starts being about shared purpose.

What’s your customer’s role in your mission ? Let them know.

Rather than: “We’re committed to fighting climate change.” Try: “Every purchase helps fund reforestation projects. Last month, our customers helped plant 10,000 trees.”

This approach invites participation rather than passive approval.

5. Consistency over volume

You don’t need to shout your values. In fact, don’t…

Your values should feel integrated into your overall communication style, not locked up for special occasions. This consistency builds trust over time.

Also, show them steadily across touchpoints. Over time, people will feel them without needing to be reminded.

A playful brand shouldn’t suddenly sound serious when discussing values. A professional brand shouldn’t try to be edgy when sharing its mission.

6. Be transparent about your journey

Perfect brands don’t exist. Sharing your struggles and evolution regarding your values humanizes your brand and demonstrates an authentic commitment.

Don’t try to sound righteous all the time.

7. Connect values to practical benefits

Your values should translate to tangible advantages for customers. This grounds noble ideals in everyday reality.

For example: “Our commitment to ethical manufacturing means your clothes last longer because they’re made with care by fairly compensated craftspeople.

Let’s wrap it up !

Values are powerful and are not meant to sit on a wall or a website page. They’re meant to guide how you show up, how you serve, and how you speak.

Values-based messaging isn’t about you. By the way, the most effective values-based messaging doesn’t center the brand as the moral hero.

Instead, it recognizes shared values with the audience and creates meaningful ways to act on those values together.

When you approach values and value-based messaging with clarity, humility, and proof, you stop worrying about sounding preachy because you’re not preaching—you’re real, and you’re inviting participation in something meaningful.

And that… that’s one of the keys to building trust.

What’s working in your values-based messaging? Would love to read your answer. 💬

Hey there !

After 4 weeks, I’m back with the 20th edition of my newsletter “The Marketing Purple Box”, and it feels so good to drop another edition.💜

If you’re just reading my newsletter for the first time…

I’m Jecolia Eunice ETAME, Junior Marketing and Comms Manager. I help brands bridge the gap with their people through clear, meaningful messages that speak to the mind and heart.

📩 If your brand values feel invisible in your messaging, I’d love to help you bring them forward in a way that connects.