Build Fierce Brand Loyalty with Values-First Marketing

If “Buy now!” makes you cringe…Here’s how smart, successful entrepreneurs are ditching the hype and winning with integrity.

Let’s be honest: most of us didn’t start our business to become a full-time marketer or salesperson. We started to help people. To create freedom. To make an impact. And yes, to make money—but in a way that feels aligned. 

And yet, here we are. Tired of marketing formulas that don’t feel like us. Side-eyeing another bro-style launch with countdown timers and FOMO-laced subject lines. Wondering if there's a better way to market. How can we do it both effectively AND with integrity?

There is a way. It’s called Values-First Marketing. And this episode is your intro to how and why it works (with examples!).

[0:25-3:26] What is Values-First Marketing?
[3:26-11:27] Why Values First Marketing Works
[11:27-20:40] Real-World Brand Examples 
[20:40-30:01] Patagonia Case Study and Deep Dive
[30:01-33:09] 3-Step Process to Grow Your Brand into a Movement that people naturally want to be a part of.

➡️ SHOW NOTES: Grab all the links and resources mentioned in this episode on the blog here! https://www.megankachigan.com/build-fierce-brand-loyalty-with-values-first-marketing

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Transcript

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Testing the mic, testing the Mic and recording In Progress. You things like buy now before we sell out, last chance in your marketing makes you cringe. Here is how smart successful entrepreneurs are, ditching the hype and winning with integrity. Let's be honest, most of us did not start our business to become full time marketer or sales person. We started to help people to create freedom to make an impact, and, yes, to make money, but in a way that feels aligned, and yet here we are tired of marketing formulas that don't feel like us side eyeing another bro style launch with a countdown timers and FOMO laced subject lines, wondering if there is a better way to market. How can we do it, both effectively and with integrity? There is a way. It's called values first marketing, and it changes everything. Values first. Marketing is not just a trend, it's a return to integrity, and that is here to stay. Consumers are no longer swayed by hype, pressure or formulas. It's how we do business and make sales without the ick. So if you are also tired of the broie blueprints and the high pressure tactics and hacks. This approach is for you, so let's define it. What is values? First, marketing. It is a strategic approach where your beliefs, your mission and your principles guide every single part of your messaging. It's not about crafting the perfect pitch, but more focused on making your message means something. Instead of chasing conversions, you're building connection at its core. Values, first marketing is about leading with what you stand for, and letting that clarity attract the right people. Values, first marketing invites your audience to partner with you, not just purchase from you. Think of it like this, when your brand reflects your values, your audience doesn't need to be convinced. They already believe what you believe. You're on the same team. So you don't have to sell to them. You're simply inviting them to come alongside you. As let's be honest, we are all tired of this traditional marketing. You've seen it, the high pressure, buy now or lose everything, vibes, the endless I made 100k overnight case studies. It's a hustle culture model that preys on urgency and fear, and frankly, people are over it. According to Edelman's Trust Barometer, 88% of consumers say that trust is a top factor in buying from a brand, but only 30% actually trust companies to deliver on their promises. And honestly, that was in 2023 I think, in the two years since then, those numbers have aged higher, that 88% is probably higher, and that 30% is probably lower. But either way, it's telling a clear story. The market doesn't need another perfect promise. Needs you to be real. So here's my values. First, marketing actually works, and it works well, because it changes the entire conversation. Instead of pushing or persuading, you're sharing what you believe, you're showing up fully and saying, here's who we are, here's what we stand for. Join us if you are on the same mission, and that is a whole different energy than chasing conversions. Here's what happens when you lead with your values. You attract the right people, the ones who already get it. You build loyalty that lasts longer than any promotion. You stand out in the sea of sameness, and you stop second guessing yourself so and you start showing up with confidence, because you're not pretending. You're just being you, the real you do. You feel the relief there, and most importantly, you get to start enjoying marketing again and talking about your offers and inviting people into the deep transformation that you offer. So the few reasons why it works, let's go into a little bit more deeply. One is that it builds trust, especially in a distrustful market, which 2025 I think, is higher than it ever has been. Trust is the new currency in a world flooded with ads funnels hype, people are tired and they're smart, they're skeptical. They're craving something real. Like we said, 88% of consumers say trust is a top factor in their buying decisions. That means trust matters just as much as price or quality, sometimes more. And you don't build trust by using scarcity countdowns or manipulation. You build it by being consistent, honest and clear about what you stand for. So think about this example. Let me give you a before and after picture here. So before encountering this, I had a wellness coach who ran webinars with limited time only language and an urgency in there, she got short bursts of sign ups, but no real loyalty. People ghosted after the sale, and then once we switched, we started shifting to talk more openly about why she started her practice, which was to help women reconnect with their bodies after burnout. Her messaging included transparent pricing, stories of real client breakthroughs, not exaggerated, and values around rest and intuitive living, and how she's actually living those out in her own life. She's practicing what she's preaching, and she's walking the walk that is when clients stayed referred and rebooked. Second thing why it works so well is that it creates a super loyal audience and aligned customers and clients. When your audience believes what you believe, something powerful happens. They don't need to be sold to. They already see themselves in your message. You're speaking the same language, sharing the same values, and walking the same path. This creates natural conversions, not forced ones and loyal aligned customers stick around. They refer you. They become part of your movement, not just a transaction. So think about this Wellness Center. They marketed themselves with generic promises like feel better fast and get results now, because we think that's what people want. You know, and they do to some extent there. And I mean their social posts focus on, like, discounts, before and afters trends, and it brought in a lot of one time visits, but again, very little retention. Clients came for that quick fix, not in long term relationship. So it made their business feel unsustainable when we worked together, they realigned their messaging around what truly mattered to them. We got deep and that for them was holistic preventative care and deep healing at the root cause. They shared their philosophy about treating root causes, instead of putting a band aid on the symptoms, they highlighted stories of patients who chose long term wellness over instant results, and they made values like restorative care, individual attention and empowered choices. They put those front and center, and that's when clients started saying, I've been looking for a place like this. And instead of price shopping, they attracted people who shared their vision for intentional healing and those who are willing to invest in it. Next big benefit is that it makes you stand out, even in saturated markets. Because let's be real, it feels like every industry is crowded right now. Everyone's got similar features, similar offers, maybe even similar pricing. But no one has your exact values, your point of view, and especially not your voice, that is uniquely yours, and that is what makes values, first, marketing so powerful. Your values become your differentiator. If you didn't know your USB before, this is one way to very quickly and easily find it, because your values shape your identity, whether you know it or not, whether you like it or not, they form an emotional connection that cannot be copied. So I'm thinking about a birth center that I recently wrote a website before they promoted themselves, like every other clinic, safe evidence based caring. You know, which is all necessary and good, but not distinctive. So we leaned into values, first, messaging centering on women's autonomy, celebrating natural birth and supporting whole family care. Their website told powerful stories of birth, experiences, community healing and generational care. That shift made them the only option in the mind of their ideal clients, and it made their mothers feel feel something, and it invited them to belong in this community that they had established. It felt like it was more than just a merely a service that they offered that they were selling. It makes it about something so much bigger, and it removes that ick that we feel from selling like so many of us feel like, but we don't want to feel salesy. And I agree, and you don't have to with this method, you can make more more sales without feeling salesy with this values first method, and you don't have to morph into someone, you're not to succeed. And I know we all like believe and agree with that on a logical level, but our actions don't always like follow through. That we actually believe that, if you know what I'm saying. So when your marketing is rooted in what matters to you, it gets easier, more natural, less forced, no pressure, no pretending, just real connection. That is the beauty of values. First marketing, it gives you permission to stop playing the game and start building a brand that feels good and performs. So I think about actually a couple social media managers come to mind, stuck in this cycle of content, calendars, dancing, reels, low ticket courses. They hated it, but they felt like that's what they had to do to stay relevant. Do it all constantly, non stop. Heaven forbid they ever get sick or want to go on vacation afterwards. We got clear on their values, which for one of them was presence, boundaries and deep work. So she ended up cutting platforms she didn't have to be on all of them, she raised her prices and only took on clients that aligned with her new slow, intentional marketing plan, and her revenue actually went up by doing less marketing by showing up on less platforms for real. So her revenue went up, her nervous system finally calmed down, and her brand fell 100% aligned with who she really was, and that prevented the burnout. It's what made her business actually sustainable, and is now allowing her to become a mother and not be freaked out about having to spend less time on her business with a newborn. She gets to be present in both capacities, and that's the thing about values, first, marketing, it's not just a tactic, it's a transformation. You get to show up as your whole self, and people love you for it, you get to build a business that is sustainable, and you get to connect with people who actually want to be in your world, not because you twisted their arm, but because your messaging felt like home. So let me get real, nitty gritty here and give you examples, tangible examples, of what values first marketing looks like in the real world with companies that you know of who are already successful with this method, and you probably just didn't recognize it as that. Okay, so values first marketing turns your business into an invitation to partner with someone who shares your values, to engage with a brand that makes you feel like you belong, which heads up that is a basic human need that we all feel. You're no longer just selling services. You are building meaning, one that I love, that has been around for years, is doves real beauty campaign. They began the real beauty campaign began as a direct response to the unrealistic beauty standards in the media. Instead of models, they featured real women of every size, race and age. They banned retouching and launched educational initiatives to boost self esteem in girls worldwide. I have a YouTube linked in the show notes. If you haven't seen this or don't know what I'm talking about, it is definitely worth those like two or three minutes to watch. It is so good, it still gives me chills every time. So let's talk about how they lead with their values. They don't just run campaigns. They build long term initiatives like the dove self esteem project. Can you see this theme here? Like self esteem is their number one value, and they are living it out in their marketing. Their marketing consistently pushes back against media pressure and cosmetic perfection. Doves brand voice centers on compassion, empowerment and confidence, and it stays aligned across commercials, product packaging and partnerships. As a result, dove has become a leader in a crowded personal care industry. They're not just selling soap or shampoo, right? They're championing women. Their value of self esteem is evident across their brand and all the decisions that they make, they don't just say their value is self esteem. They're actually living it out. Their message has sparked global conversations, built trust across generations and generated fierce customer loyalty. Their social good is so embedded in the brand that people feel good about buying their products. Let's talk about another example, the brand her first 100k Tori Dunlap doesn't just teach women to budget and invest. I mean, she does that, but more so she stands for economic justice and fights the patriarchy her own words. That is why her audience isn't just growing, but it is exponentially increasing, and it is fiercely loyal, like you don't mess on her Instagram comments. So what sets her brand apart is her unwavering commitment to fighting the patriarchy through financial education. She names those systems of oppression. She tells us that money is not just money. She teaches women how to build wealth on their own terms, and she's transparent about her numbers success and even mistakes everything her book, her podcast and her social media, reinforces her core belief, financial feminism is about more than money. It's about power, and she regularly references situations about if women have money, then you are safe, you have options. You can get out of that dangerous situation without thinking twice, get that Uber, buy that flight, leave that marriage, whatever it is that needs to be done. And she never dilutes her message to be more palatable. Her social media presence is equal parts technical and transformational, practical tips paired with empowerment messaging that makes women feel seen and unstoppable. The result, her platform has exploded, millions of followers, multiple seven figures in revenue, features in Forbes, CNBC, time and so much more. But more than that, her audience defends her, not that she needs it. But my point is, they're not just followers. They are advocates. That level of loyalty only comes when you lead with clear, unapologetic values. Okay? Another example, gotta love it, Kylie Kelsey and the not gonna lie podcast, she notably took Joe Rogan's number one podcast spot when she debuted her podcast back in December. And Kylie Kelty did not just build her platform around fame or clicks. No. Her podcast, not gonna lie is refreshingly real. She brings authenticity to motherhood, friendship and public life, often highlighting the joy and chaos of being a mom of three with another little one on the way, she brings humor, candor and unmistakable sense of camaraderie. She shares these candid moments that prioritize connection over curation, like she is not trying to be perfect. She is so relatable that is a huge value, right? Her relatability. She's not performing for an audience. She is sharing her unfiltered opinions and challenging the norms, using her platform as a space for other women to do the same. And Kylie consistently uplifts women in the world and calls out people who are trying to pit Women Against Women. She avoids that typical influencer playbook you never feel sold to right when you listen to her podcast. You feel seen in the realness and the honesty that she shares and the result. Kylie's audience sees her as a friend, and that is rare in this world of filtered perfection. Her podcast popularity continues to rise because she shows up like the girl next door who also has something meaningful to say. Her brand feels different, and that's because it is led by her values, not algorithms or conversions or fame. And while these examples totally track with my values of supporting strong mission driven women and doing market marketing differently. It's worth noting that these values first, that values first. Marketing works across industries, audiences and belief systems, not just feminist brands. So let's take a look at a different example, and that is Patagonia. They don't just sell outdoor gear. They exist to protect the planet, they have donated millions to climate initiatives, sued government agencies over environmental destruction and literally told customers buy this jacket. So let me tell you the story if you don't remember this on Black Friday in 2011 nearly every other brand, brand was slashing prices and ramping up on urgency. The Patagonia, ran a full page ad in the New York Times with a striking headline, buy this jacket. Underneath was a photo of one of their best selling fleece jackets and a call to consumers to reconsider over consumption. The ad was not a stunt. It was a values first message to their customers, saying, We are not here to feed mindless consumerism. We want you to buy less and buy responsibly. They invited people to think about the environmental cost of production, including water usage, carbon emissions and waste. Patagonia encouraged customers to buy only what they needed, to repair old gear and to recycle what they could not use. They even launched the worn wear program to promote, to promote use gear and extend the life of their products. And they meant it. They did not just run a single ad. They built the systems repair programs, take back initiatives and Impact Reporting to support their anti consumption stance. If you're not familiar with these campaigns, I have them linked in the show notes. They're definitely worth checking out. So how do they lead with their values? Rather than hiding the impact of their supply chain, they spotlight it. They educate customers about what goes into every single product. Their website lists carbon footprints per item, and their founder, Yvon Chouinard, has been outspoken for decades about business being a force for good, not just profit. And oh gosh, what is the he's on a podcast, how I built this with Guy Roz, oh my gosh, you have to listen to it. He is amazing, and it is so inspiring to listen to that's also linked in the show notes as well. So when Patagonia says their slogan is, we're in business to save our home planet, that is not an exaggeration. It's their mission. And the crazy thing is, their result. Patagonia's revenue grew by 30% after that campaign that told them not to buy the jacket that they sell, their best selling jacket, but more importantly, their brand loyalty deepened. Customers trusted them more after being told not to buy. They didn't lose business by being honest. They earned it. They earned more business by being honest and because they led with their values, not marketing tricks, and their audience responded with loyalty, trust and advocacy. This campaign proves something we all need to remember, sharing the truth, being honest, even when it goes against the grain, can build a stronger business than following every so called, proven tactic. So let's look at the golden threads here. These brands do not need gimmicks. They don't have to shout. They're not chasing relevance. They're building resonance. And here's what they all have in common. They know what they stand for, they act on it consistently, and they lead with it boldly in their messaging. And as a result of leading with their values, they build loyal, value aligned audiences that grow naturally, or maybe unnaturally, because it's so exponential, and that's why they win. They create a brand that feels more like a movement, and that is the power of values, first marketing. So what is the process? How can we apply to to your brand and bring it to your business, your company? Let's break this down, because this isn't just a philosophy or something theoretical. It's a strategy that you can implement, and you can even do it today. So step one, I'm giving you three steps here. Step one, identify your core values. Here's a few ways we can do that. If you want to build a business that stands for something, you have to know what start by knowing what it is that you stand for, and the first step is about getting real, not with what sounds good on paper or what you think you should value, but what actually drives you, because people can tell the difference between borrowed values and embodied ones. So ask yourself these questions, and pause the podcast and write down journal your answers if you're in a place to do that, let's reflect on these. Why did I start this business? What am I unwilling to compromise on? What makes me angry in my industry, and what do I want to do differently? What do I want customers to feel when they interact with my brand? Those are a few questions to get you started, but I don't want you to stop at internal reflection. Talk to your customers. Pay attention to how they describe you. Sometimes the value they associate with you is even clearer than the one you've been trying to articulate yourself. And honestly, that's good news, like the hard work is usually done for you. You just have to dig for it in what they're saying, instead of trying to think of it all on your own. And then I also want you to look at your landscape. What are competitors saying and what are they avoiding? Where's the white space? What are people craving right now that no one is delivering with integrity. So if we think again talking about the dove doves, real beauty campaign, it wasn't just this creative idea, it was a direct response to what their customers were saying. Women were tired of being left out of beauty. Conversations dove listened, and they built a movement around that value, this authentic representation. And if you're wondering where values come from, they come from everywhere. Our upbringing, culture, hardships, mentors and the moments that cracked US Open or let us up. The goal here is to reflect, observe and own what is already true. You're not creating something new, but you're again, just owning what is already there, right? So once you identify your value, step two is to align your business practices with your values. There's a this is where a lot of brands go wrong. They say they value something, but their actions tell a different story, or they don't tell a story at all. You cannot build a values first brand on misalignment. You claim to care about sustainability. Are you sourcing ethical materials? Are you just talking about it on Earth Day, doing a once a year trash pickup, community trash cleanup does not necessarily mean that you value sustainability, right? It's not as trite or as cheesy as that. It's so much deeper. And if you say you stand for equity, are you paying your team fairly and hiring diverse talent? You don't have to do it perfectly, but you do need to back up your words with action. For example, Katie Mary is a luxury photographer who donates 20% of every print to save wildlife converse, excuse me, to wildlife conservation is not a marketing gimmick, it's a business model built around her values. Every sale does something, and I have her linked in the show notes, if you want to check out exactly what that looks like for her. So your internal practices should match your external message that includes your policies, your team culture, your partnerships, your systems and your client experience, even your business hours can be a statement of value. For example, you can have an autoresponder on your email that says we don't check email after 5pm we believe rest makes us better something as simple and as powerful as that. Okay, so step one was to identify our values. Step two was to align your business practices with your values, and step three is to turn those values into a strategy. Once you're clear on your values and living them into your business, it is time to bring them into your marketing. Your values aren't just like good vibes. They are a differentiator. They're your message, and they are the lens through which you should tell your stories, write emails, build campaigns and show up in the world. So here are a few ways that you can do that. One is to speak directly to your audience's values. Don't market to their pain points, market to their purpose. And I have a whole nother blog post on that linked in the show notes. Pain points, obviously can be very powerful and are a motivator for people, but we don't want to, you know, dig the knife in their back or put salt in the womb that's already open. I won't go down that rabbit hole here. I'll let you look at the blog post in the show notes. But the bottom line is, we want to position your offer as the next step, logical next step for someone who believes what they believe, what they already believe. You're not trying to change anyone's mind. So for example, I was working with a health coach and her people. They already cared about health, they've already invested in therapy, yoga, supplements, and her program helped them integrate it all into a lifestyle that works. And then second thing is that we want to use storytelling to prove your values in action. And I know so many copywriters and marketers will tell you, tell stories, use stories. You stories, but then we say, like, but what stories? What stories do I tell? What's worth telling stories that demonstrate your values instead of just stating them. So if you care about community, you can tell a story about how last week, you brought six local founders together for an impromptu co working day, and you left with new ideas, new connections and a deeper sense of support. Or I have a client who her, her value is community. She sells a fiscal product, and she sells her product at the farmers market, among other places. But at the farmers market, she does a kid zone there. Creates a kid zone where each month has a themed craft or activity for kids to create community. It gives the kids something to do, and because kids love her product too, just as much as the adults and the parents do. And so by creating these little activations, it brought in a deeper sense of community. It was her living out her value a very regular basis. And it it worked like it like worked, not only from a revenue standpoint, but also from a standpoint of just like joy and mental health and like loving her business like that was one of her favorite parts of business this year was was starting that kid's own Okay? Another way is to choose a values aligned partnerships and platforms who you collaborate with is a marketing statement what you say no to builds trust just as much as what you say yes to. For example, Patagonia, they chose to stop advertising on Facebook due to ethical concerns. That decision cost them visibility and likely revenue, but it reinforced their integrity. They found that revenue in a different way, because their customers respected them even more for making a decision aligned with their values, values that both Patagonia, the company, and their customers share. And the last tip there is to evolve based on feedback. It's a living thing. Ask your community what's landing what's missing. Listen to them, what does it what feels real? Be willing to pivot if the way you're expressing your values isn't matching the impact that you want to make. So for example, meta, formerly Facebook, had to reposition their brand around transparency and trust after a major privacy backlash. So I won't go into all the details. Maybe you remember it, but it's not because they got it right the first time, but because they had to listen and rebuild. So at the end of the day, values first marketing again. It's not a trend. It's a return to what marketing should be, real, human and rooted in connection. It lets you build a brand that's magnetic, not manipulative. It removes the ick and replaces it with integrity, and it gives your audience a clear reason to say yes, not just to what you sell, but to the mission that you are on together. If you lead with your values, the right people will follow. And the best part is especially for you other introverts out there, you don't have to shout, you just have to stand firm values. First, marketing gives you an unshakable foundation. When you lead with your values, you don't need to shout to be heard, you don't need to persuade people to believe you. You just simply need to show them who you are. This is how you create content that converts messaging, that moves a brand, that lasts because when your business is rooted in your values, your marketing becomes an extension of your mission. So if you would like help implementing in this in your business, there's two ways we can get started. One, I would say, is to download my free audit. That is a great starting point. Or if you're ready to just get this done right the first time I encourage you to book a call with me, both of those links can be found in the show notes, recording stopped.