In today’s world of clickbait ads, auto-generated content, and endless online noise, small businesses have a powerful advantage that big brands can’t replicate:
Authenticity.
More than ever, customers want to support businesses that feel real. Businesses that are rooted in something. That’s where your values come in.
The good news? You don’t need a shiny new logo or complete rebrand to make your values visible. With just a few simple updates, you can start to highlight business values, build trust, and connect with the kind of customers who care about what you stand for.
Here are four easy ways to do just that—plus two bonus ideas that are simple, impactful, and totally rebrand-free.
Waxology Franchise, Website: www.waxologyfranchise.ca
1. Tell a Short Story That Brings Your Values to Life
Stories stick. That’s why storytelling is one of the most effective ways to highlight business values.
A short, meaningful story—whether about your business origins, your mission, or a values-driven decision—creates emotional connection. It helps customers feel the heart behind your business, not just read about it.
You don’t need to write a novel. A few heartfelt lines can go a long way.
Where to tell your story:
- Your About page
- A post on your Google Business Profile
- A short LinkedIn update
- Your blog, if you have one
Not sure where to start? Try these prompts:
- How did you get started?
“We started out with a borrowed sewing machine and a belief that handmade clothing could be both stylish and sustainable.” - What motivated you to do business differently?
“After years in the fast fashion industry, I wanted to build something slower, more intentional—and rooted in community.” - Who inspired your approach?
“My grandmother always said, ‘People will forget what you made, but not how you made them feel.’ That’s still how we run things today.”
2. Use Your Values in Customer-Facing Decisions
Want to know where your values show up most? In the little things your customers interact with every day.
You don’t need to say your values—you can show them in the way you communicate, respond, and present your products or services.
Easy, low-lift ideas:
- A warm, inclusive tone in your email replies
- A handwritten thank-you note in your packaging that echoes your mission
- Choosing to feature locally-made products or eco-conscious shipping materials
- Embedding a values-based message in your order confirmation or welcome email
Even these small interactions send a powerful message:
This business stands for something.
And remember—consistency matters. Internally, it helps to keep a short, simple values reference for your team so every customer touchpoint reflects what you stand for.
🔥 Free Download: Ready-to-Use Local Messaging Toolkit!
Need help crafting the perfect local or values-based message? We’ve got you covered. Download our FREE Local & Values-Driven Messaging Toolkit—designed specifically for Canadian and U.S. businesses. Inside, you’ll find:
- ✅ Short message templates for your website, social bios, and Google My Business
- ✅ A checklist of where to update your messaging
- ✅ A quick worksheet to help define your top 3 business values
It’s quick, easy, and these simple marketing strategies will have you standing out in no time.
JD Farms, Website: jdfarms.ca
3. Feature Your Values in Visuals & Language
You don’t need to redesign your brand to make your values visible. Sometimes it’s the smallest design or copy tweaks that make the biggest impression.
Visual cues that align with your values:
- A family-owned business might use behind-the-scenes photos of real team members instead of stock photos.
- If inclusion is a core value, your visuals and CTAs should reflect a diverse, welcoming brand.
- A brand focused on sustainability might feature eco-friendly packaging, nature-focused imagery, or reuse/upcycle tutorials.
Language tips:
- Use words that reflect your values in product blurbs, CTAs, and taglines.
- Examples:
- “Created with care in [City, Province/State]”
- “Rooted in community. Built on values.”
- “Responsibly crafted for conscious customers.”
Bonus Tip: Use Instagram Highlights, Facebook pinned posts, or LinkedIn cover images to feature what you stand for in a visual and lasting way.
Cascadia House, Website: cascadiahouse.im
4. Shine a Light on Partners, Causes & Community Involvement
Customers love to see your values in action—not just in what you say, but in who you support.
Shining a light on your partnerships or community involvement helps build credibility, trust, and even cross-promotion with other small businesses and causes.
A few easy ideas:
- Give a public shout-out to a local vendor or supplier that shares your values.
- Share a photo from a community event or volunteer day.
- Mention your ongoing support of causes like diversity, sustainability, or mental health in your email or About page.
These value-driven posts are not only engaging—they’re also powerful tools to deepen your brand’s connection with your audience and highlight business values in a way that feels
authentic.
Keep Your Values Consistent Across Platforms
Once you start putting your values out into the world, the next key step is keeping them consistent across your entire digital presence.
It’s one thing to share a story or post a message—but when your values show up everywhere your customers interact with you, that’s when you start building real trust.
This doesn’t mean repeating the exact same line on every page. Instead, it’s about showing your values in a way that feels natural for each platform.
Here’s how:
🌐 On Your Website
- Include a clear value statement on your About page, homepage, or footer.
- Use values-based language in product descriptions (e.g., “ethically sourced,” “made with care in [City]”).
- Reinforce your values in your FAQs, shipping info, or team bios.
📱 On Social Media
- Rotate values-based messages into your content calendar.
- Highlight team members, customers, or partners that reflect your brand’s mission.
- Pin a post or story highlight that explains what you stand for and why.
💌 In Your Emails
- Add a short values-based signature line or footer message.
- Use your welcome email or newsletter intro to share your brand story.
- If you support a cause, include a mention in post-purchase or thank-you emails.
🧭 In Team Communication
- Share your values with your team, contractors, or collaborators.
- Use a simple internal guide or Slack channel to align everyone on messaging.
- Encourage employees to speak and act in ways that reflect your business values.
Consistency across platforms helps customers feel like they really know your brand. And when they know you—they trust you. And when they trust you—they buy from you, recommend you, and come back again and again.
Small Updates, Big Impact
You don’t need a rebrand to highlight business values. You just need clarity, consistency, and a willingness to show what matters to you.
So, where will you start?
✅ One sentence in your bio?
✅ A GMB post with your origin story?
✅ A thank-you note that shares what you believe in?
Pick one and go for it.
Then, take a screenshot and share your update in our Facebook group—or tag us at @WeMakeStuffHappenhq on Instagram. We’d love to celebrate your progress with you!
Need help putting your values into words?
Schedule a free Espresso Virtual Coffee with Jonathan and get expert eyes on your messaging, branding, or next digital move—no pressure, just a great conversation.
Pull up a chair and have a virtual coffee with Jonathan!
Follow up on a current project, talk about a new digital marketing idea, or just get some good ole’ fashioned business advice.
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