(From Defiance County Economic Development) Defiance County is like a blank canvas for artists with hundreds of stories waiting to be told. Some of those stories are being told with the bold brush strokes of murals. Several of these artworks have been unveiled across the county. Defiance City currently has two murals with a third underway. Murals are located in an alleyway between Second and Third streets and on the interior wall of the Defiance Development and Visitors Bureau (DDVB) on Clinton Street. A third mural on the 500 block of Clinton Street (facing the canal) is underway. The village of Hicksville also recently completed a large mural on High Street. The murals depict many things ranging from pop culture (including Star Trek characters, famous actors/actresses), the county fair, local history and more. “Art is a need in any community and will only make us stronger,” said Kirstie Mack, executive director of the DDVB, of the murals. “There are ideas for additional murals,” she continued. “Many discussions are currently being had regarding the zoning code and sign code for future murals and artwork development.” Mack has fielded many questions by people asking when there will be more murals. Building owner Pauletta Cox can answer that one. A mural already is in progress on her building on Clinton Street. (See Below) It will feature a giant butterfly with the words “be kind” on it. “We would like the mural on our building to help enhance the beauty of the downtown area,” she stated. Cox added that the mural will give “the community beautiful art work to look at and utilize.” “We are hoping the community will love it as much as we do,” she exclaimed. Hicksville Chamber of Commerce president Jodi Bland said her community definitely loves its new mural. (Below) “We have had nothing but positive feedback from the community during the process and once (it was) finished,” she praised. Bland said she hasn’t heard any plans about another mural in the village “but that would look amazing if done I am sure.” The murals in the county came about in different ways. “The idea of bringing a mural to Hicksville was a shared vision across all our board members,” Bland said. “When traveling, many of us would notice other murals in different towns and would stop and take pictures. We knew that this was something we wanted for Hicksville, and it is our hope it gets people from other towns to come and visit and shop around our local businesses.” Mack said that many communities have mural projects. “Art has been part of the discussion for quite a while,” she declared, adding that at a conference a few years ago a speaker discussed arts commissions and mural projects. “It started the conversation (about murals) here in Defiance.” The topics of the murals were decided through collaboration between the artists, building owners and others. Artists have included Amy Buchs, Jeff Crabill and Sam Meyer. Painting the murals took several weeks for each one. Funding also was needed for some of the murals. In Hicksville, the chamber saved membership funds for a special project and then had community donations pour in to help with the costs. “We had so many generous donations and are thankful to Geenex Solar, The Hicksville Bank, The Hicksville Beautification Committee, Arc Solutions, Jim Schmidt Family of Dealerships and the Defiance County commissioners,” Bland said. “Also, we are thankful to Collins and Guilford Wealth Advisors for lending us their wall and trusting our vision and process.” Officials say they would encourage any community thinking about a mural to do it. “Go for it,” urged Mack, adding “Art is a need in any community and will only make us stronger.” “It is so worth it when you see the finished product,” Bland stressed. Everyone is encouraged to come to Defiance County and see the beautiful murals and what the county has to offer. “It looks amazing when you come into town,” gushed Bland. “We hope that it will encourage people to stop and take a picture and then walk the town and discover all that Hicksville has to offer.” “Art adds interest to an area,” said Mack. “It makes an area inviting, welcoming and inspiring. It creates a community full of culture and has the potential to deepen community engagement.” (Below Pictures: Defiance Murals are located in an alleyway between Second and Third streets)

In the world of social media, becoming an influencer has become a new profession that many people aspire to. With millions of followers, lucrative brand collaborations, and the ability to shape public opinion, it's no surprise that more and more people are trying to break into the business of being an influencer. However, it's not an easy feat and requires a great deal of hard work, strategy, and skill. In this blog post, I'll be sharing some tricks to becoming an influencer and how to build your personal brand on social media. 1. Find Your Niche: The first step in becoming an influencer is to find your niche. What topics are you passionate and knowledgeable about? What kind of audience do you want to reach? You cannot be everything to everyone, so it's essential to identify your area of specialization and stick to it. Whether it's fashion, fitness, travel, or beauty, finding your niche will give you a clear direction in creating content that resonates with your audience. 2. Consistency is Key: Being consistent in posting content is crucial in becoming a successful influencer. Your audience wants to see fresh, quality, and engaging content regularly. Develop a content posting schedule that works for you, and stick to it. Consistency not only keeps your audience engaged, but it tells brands that you are committed to creating brand awareness on behalf of their products or services. 3. Engagement is Everything: The diversity and vastness of social media platforms make it easier to become lost in the crowd. To stand out, engaging with your audience is everything. Engage with your followers by responding to their comments, hosting live Q&As, and creating interactive contents such as polls and quizzes. Engaging your audience creates a sense of community and strengthens your bond with them. 4. Quality over Quantity: Many people make the mistake of equating the quantity of social media followers with influence. However, the quality of your followers is more important than quantity. Your followers should be an engaged and active community that values the content you create. Having a loyal following who shares and promotes your content is much more valuable than having a large following that is disengaged. 5. Collaborate with Brands: Creating sponsored content is one of the primary ways influencers make money, but it also helps build your personal brand. Collaborating with brands whose values align with yours tells your audience that you care about the products you promote and are committed to quality. However, be selective when choosing brands to collaborate with so that the products you promote align with your niche. Becoming a social media influencer takes a lot of effort and perseverance, but it is also incredibly rewarding. Following the tricks listed above can help you grow your audience, build your personal brand, and start making an impact in the digital world. Find your niche, be consistent in posting quality content, engage with your followers, focus on the quality of your followers, and collaborate with selective brands. Build your personal brand by being an expert in your niche, and you may just find yourself within the ranks of the world's most influential social media personalities.

In the high-stakes world of entrepreneurship, securing early-stage funding can be a make-or-break factor for startups. Enter America's Seed Fund—a pivotal resource designed to help budding entrepreneurs and startups transform their groundbreaking ideas into thriving businesses. If you're an entrepreneur, venture capitalist, or part of a startup, this blog post will uncover the immense value America's Seed Fund brings to the table and how it can accelerate your growth. What is America's Seed Fund? Funded by the Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR) programs, America's Seed Fund provides critical financial support to early-stage companies. Unlike traditional venture capital, this fund emphasizes innovation, seeking to empower startups that are working on cutting-edge technologies and revolutionary ideas. But America's Seed Fund is more than just financial backing; it's a comprehensive support system that includes mentorship, networking opportunities, and valuable connections within the entrepreneurial ecosystem. Key Benefits of America's Seed Fund Financial Support First and foremost, America's Seed Fund offers substantial funding opportunities that startups can use to scale their operations, develop prototypes, or even bring their products to market. This financial assistance can be a lifeline for startups who struggle to secure initial funding through traditional means. Expert Mentorship The fund provides access to seasoned mentors who offer invaluable advice and guidance. These experts help startups hone their business strategies, overcome challenges, and avoid common pitfalls, giving them a competitive edge in their respective industries. Networking Opportunities One of the most underrated yet crucial benefits of America's Seed Fund is the networking opportunities it offers. Entrepreneurs get to connect with venture capitalists, industry leaders, and other like-minded individuals. These connections can lead to collaborations, partnerships, and even additional investment opportunities. Ecosystem Integration Being part of America's Seed Fund means becoming integrated into a broader entrepreneurial ecosystem. This integration not only provides startups with immediate resources but also positions them better for long-term success. Success Stories The real proof of America's Seed Fund's impact lies in the success stories of startups that have benefited from its support. Companies that once struggled to gain traction have gone on to achieve remarkable milestones with the help of the fund. Here are a few notable examples: Example 1 Company A leveraged America's Seed Fund to develop an innovative healthcare technology that has now become a standard in the industry. With initial seed funding and continuous mentorship, they expanded their operations and secured additional rounds of investment. Example 2 Company B used the fund to scale their sustainable energy solution. The networking opportunities provided by the fund allowed them to collaborate with key industry players, accelerating their market entry and growth. Example 3 Company C started as a small tech startup but quickly scaled after receiving funding. The mentorship they received helped them refine their business model, resulting in a successful product launch and subsequent acquisition by a major industry player. How to Apply If you're an entrepreneur or part of a startup looking to benefit from America's Seed Fund, here's a brief outline of the application process: Research - Understand the requirements and guidelines of the SBIR and STTR programs. Prepare Your Proposal - Clearly outline your innovative idea, business plan, and how the funding will help you achieve your goals. Submit Your Application - Follow the submission guidelines carefully to ensure your application is considered. Engage - Participate in informational webinars and workshops offered by the fund to maximize your chances of success. Conclusion America's Seed Fund is not just a funding source—it's a catalyst for innovation and growth. For entrepreneurs seeking to turn their innovative ideas into successful businesses, this fund offers unparalleled support, mentorship, and networking opportunities.

Starting a small business is an exciting yet daunting endeavor. You have the passion, the idea, but sometimes you need a bit more guidance to turn your dream into a thriving venture. That’s where SCORE.org comes in. This remarkable non-profit organization is dedicated to fostering vibrant small business communities through mentoring and education, and they offer loads of FREE Trainings! The Mission of SCORE.org SCORE.org's primary aim is to empower small business owners and aspiring entrepreneurs by providing them with the tools and expertise they need to succeed. Through a combination of free, confidential mentoring and an extensive library of educational resources, SCORE.org helps entrepreneurs at every stage of their business journey. Who Can Benefit from SCORE.org? Whether you're a seasoned small business owner looking to scale, or an aspiring entrepreneur with a novel idea, SCORE.org offers valuable resources tailored to your needs. Their services are designed to support a diverse range of business functions and industries, making them accessible to nearly anyone with a business aspiration. Key Services and Offerings Free, Confidential Mentoring One of the standout services of SCORE.org is its free, confidential business mentoring. Imagine having a seasoned business professional as your mentor—someone who has been in your shoes, understands your challenges, and can offer expert advice tailored to your situation. SCORE's volunteer mentors are often retired or active business owners and executives who bring a wealth of experience to the table. Comprehensive Online Resources SCORE.org boasts a diverse library of online resources covering crucial topics for small business success, including: Finance: Learn about managing your finances, funding options, and financial projections. Marketing: Discover effective marketing strategies, social media tips, and branding advice. Operations: Optimize your business operations, from supply chain management to everyday workflow. Technology: Stay up-to-date with the latest technology trends that can help streamline and grow your business. Workshops and Webinars In addition to one-on-one mentoring, SCORE.org offers local workshops and webinars that are both educational and interactive. These sessions provide practical guidance on various aspects of running a business, allowing you to learn from industry experts and connect with fellow entrepreneurs. Business Plan Tool A well-crafted business plan is essential for any new venture. SCORE.org’s Business Plan tool helps you create a comprehensive, step-by-step plan tailored to your specific needs and goals. This invaluable resource can guide you through the planning process, ensuring that you cover all the necessary bases. Templates and Tools SCORE.org provides a range of templates and tools designed to make business planning easier. From financial projections and cash flow management to essential business documents, these resources can help you organize and streamline your business operations. Access to the SCORE Network By engaging with SCORE.org, you gain access to a vast network of entrepreneurs and business professionals. This community can provide mutual support, share insights, and offer networking opportunities to help you grow your business. Conclusion SCORE.org is more than just a resource; it’s a community dedicated to the success of small business owners and aspiring entrepreneurs. Their comprehensive suite of services—from mentoring to educational workshops—provides the support and expertise needed to turn your business dreams into reality. Ready to take your business to the next level? Visit SCORE.org today to explore their resources and connect with a mentor who can help you achieve your goals. Your path to business success starts here.

Nerdwallet just came out with a list of grants for women. Hopefully, there is an opportunity here for you: https://www.nerdwallet.com/article/small-business/small-business-grants-for-women

Starting a small business can be a challenging and exciting journey, but running a successful one requires more than just coming up with a great idea. It needs dedication, perseverance, and a strong business strategy to succeed. Many small business owners today are using and winning with some proven tricks they use to stay ahead of the competition. In this blog post, we’ll explore the top 10 tricks small business owners are using to level up their game and bring their businesses to new heights. If you’re a small business owner or thinking of starting one, keep reading. Focus on Customer Service Customer service is crucial for the success of any business. Small business owners that prioritize customer service and go above and beyond to satisfy their customers tend to thrive. Engage with your customers, listen to their feedback, and show them that you value their business. Leverage Social Media Social media has become a powerful marketing tool for businesses of all sizes, and small businesses are no exception. Use social media platforms to connect with your audience, showcase your products or services, and create a loyal customer base. Build an Online Presence In today’s digital age, having an online presence is essential. Build a website that showcases your business and offers easy navigation for your customers. Also, optimize your website for search engines to increase your online visibility. Offer Competitive Pricing Small businesses need to stay competitive in pricing to keep up with larger corporations. Research your industry and competitors to determine what your pricing should be to stay competitive in your industry. Foster Employee Engagement Engaged employees are more productive and contribute more to the success of your business. Create a culture that prioritizes employee engagement, promotes employee growth and development, and rewards hard work. Embrace Technology Technology is an essential component of modern-day businesses, and small businesses that have embraced it have seen significant growth. Invest in technology that will help automate and streamline your business processes, increase efficiency, and productivity. Network and Collaborate Networking is essential for small business owners to create connections, find new opportunities, and collaborate with other businesses. Attend industry events, conferences, and workshops to build relationships with other professionals in your industry. Offer Personalization Personalized experiences are becoming increasingly popular, and small businesses offering them can stand out. Customize your interactions with customers to make them feel appreciated and valued. Offer Excellent Product Quality Excellent product quality speaks for itself and can create loyal customers that will become advocates for your business. Focus on creating high-quality products or services consistently to strengthen your brand and reputation. Never Stop Learning The business world is always evolving, and small business owners must keep up with industry trends and technology advancements. Invest in self-education, attend workshops, read books, and stay curious about the latest developments in your industry. The tricks discussed in this blog post are just some of the ways small business owners can level up their game and achieve success. Customers are the lifeblood of any business, and small business owners must focus on winning their hearts through excellent customer service, quality products, competitive pricing, and personalized experiences. Additionally, investing in technology, fostering employee engagement, and networking are crucial steps to take to achieve growth and success. Finally, never stop learning, as the business world is always changing, and small business owners must adapt to stay ahead. So if you’re a small business owner, consider incorporating these tricks into your business strategy, and watch your business take off!

Food is not only meant to be eaten, but to be appreciated as well. Like any other form of art, food also has its own kinds of artists. Food artistry is the art of creating culinary masterpieces that not only delight the taste buds, but also the eyes. The goal is not just to put food on a plate, but to create a piece of art that showcases the chef's creativity and imagination. In this blog post, we'll delve deeper into this fascinating art form, exploring its history, techniques, and the chefs who have elevated it to the level of fine art. The history of food artistry can be traced back to ancient Egypt where food was presented in an artistic way to honor the gods. However, the modern form of food artistry emerged in the 1980s when nouvelle cuisine came into fashion. Chefs began to explore different ways to express themselves creatively through food presentation. This led to the development of plating techniques that were more intricate and elaborate than traditional methods. One of the essential skills of food artistry is the ability to present food beautifully on a plate. To do this, chefs use a range of techniques such as layering, stacking, and drizzling. They also take into consideration color, texture, and the overall composition of the dish. Chefs often use edible flowers, herbs, and spices to enhance the visual appeal of their dishes. Another important aspect of food artistry is the use of innovative ingredients and techniques. Some chefs use molecular gastronomy to create unique textures and flavors. Others experiment with unusual ingredients to create visually stunning dishes. The goal is to push the boundaries of traditional cooking and create unforgettable culinary experiences. One of the most famous food artists of all time is Ferran Adria, the chef behind the world-renowned restaurant, elBulli. Adria is widely credited with revolutionizing modernist cuisine and elevating food artistry to the level of fine art. His dishes were not only visually stunning, but also scientifically innovative, incorporating new techniques such as spherification and freeze-drying. Food artistry is a fascinating and inspiring art form that continues to captivate diners and chefs alike. It's about more than just putting food on a plate; it's about creating a visually stunning and unforgettable experience for the diner. Whether it's the use of innovative ingredients, intricate plating techniques, or pushing the limits of traditional cooking, food artistry is a true form of artistic expression that deserves recognition and appreciation.

Are you tired of your small town being overlooked by tourists? Do you want to attract more visitors to your community and boost the local economy? There are many creative ways to turn your small town into a destination. In this blog post, we’ll discuss strategies you can use to promote your town as an attractive vacation spot. By implementing these ideas, you can turn your town into a popular tourist destination that people want to visit again and again. Highlight Your Town’s Unique Features Every town has something that makes it unique. Whether it’s a historic landmark, a beautiful natural attraction, or a vibrant local culture, your town has something special to offer. To turn your town into a destination, you need to highlight these features and showcase them to the world. Create a website or social media page that showcases your town’s unique features and promotes them to potential visitors. You can also create brochures, flyers, and other printed materials that highlight your town’s attractions and encourage people to visit. Host festivals and events Hosting festivals and events is a great way to bring people to your town and showcase its unique culture. Consider hosting events that celebrate your town’s history, traditions, or local industries. For example, if your town has a thriving craft community, you could host a craft fair or workshop. If your town is known for its local produce, host a farmers’ market or cook-off. By creating new and exciting events, you can attract visitors looking for something different and unique. Collaborate with Nearby Towns Collaboration is key to success and it can help boost the tourism industry in your town. Partner up with nearby towns to organize joint marketing campaigns and cross-promote each other's attractions. You can also work together on regional maps that showcase all the attractions in the area, providing visitors with more options to choose from. By working together, you can create a unified approach to promoting tourism in your region and attract more visitors. Support Local Businesses Your local businesses play an essential role in attracting visitors to your town. Promoting your local artisans, artists, and other business owners can attract more visitors. Host events and markets that feature the products and services of local businesses. When visitors recognize that your town has a thriving arts community or unique industries that can only be found in your area, they are more inclined to visit and support your local economy. Provide Exceptional Customer Service Customer service is a crucial aspect of any tourist destination. People want to feel welcomed and comfortable when they visit your town. Invest time in training local businesses and staff on how to provide excellent customer service. Make sure tourist information kiosks and other resources are readily available. When visitors have a positive experience in your town, they are more likely to recommend your town to others and return for another visit. By implementing these creative ideas, you can turn your small town into a destination that attracts visitors from all over the world. Take the time to showcase your town’s unique features and collaborate with nearby towns. By supporting local businesses and providing exceptional customer service, you can create a welcoming and memorable experience for visitors. With a little creativity and effort, you can turn your small town into a popular tourist destination that people will want to visit again and again. Other Creative Ways Small Towns are Getting Noticed:

From Defiance County Economic Development (HICKSVILLE) – Not many 14-year-olds can say they’ve been a business owner the last three years, but one area teen can. Jack Bourgeois of Hicksville has owned and operated Jacks Lemon Shake Shack, a lemon shakeup business, since he was 11. It all started, in part, because Bourgeois wanted to see a little bit of “magic.” “When I was 11, I was invited to go to Harry Potter World in Florida,” he recalled. There was the matter of money, however. “My mom is a single mom, who has had a lot of health issues, and my dad took off when I was four,” Bourgeois explained. “I knew from a young age that I would need to work for any extras.” At first, he got a job at his aunt’s and uncle’s working on a hobby flower farm. “After 8 hours in 96 degree weather, I knew there had to be a better way,” he stated. “I went home and YouTubed Lemon Shakeups. I reached out to the Klepper’s, who run our local farmers market, and my business took off.” Jacks Lemon Shake Shack is run mainly at the Hicksville Farmers Market on Saturdays from 9 a.m.-1 p.m. or until sold out. It also operates at some special events. “This year has been really cool because I was invited to Stoetts’ 20th anniversary party, the Hicksville Day in the Park and, most recently, to the opening of the Defiance Senior Center,” he beamed. Jacks Lemon Shake Shack has been really well received. Bourgeois said his mom and grandparents have helped a lot with the business, but there have been so many others that have offered support. “I’ve had so much community support that I’m afraid to mention anyone in fear of leaving someone out,” he answered. “The letters of support I get from people I’ve never met help (keep) me going too.” Bourgeois acknowledges that he has met a lot of red tape with his business, which was “extremely frustrating.” He was told he needed to get a permit from the health department for his lemon shake shack. Those who made food offsite at the farmers market, like bakers, did not need a permit, but because he made his fresh with three ingredients on site he needed one. Bourgeois then asked if he could get a seasonal permit instead of paying $50 to run for 5 days straight and was told he couldn’t get one since he didn't have a water hook up on site and brought water from home. After all of that, he tried to go online to apply for a permit, but couldn’t get one because as a teenager he didn’t have an Employer Identification Number (EIN) for tax purposes. “Instead of throwing in the towel, I reached out to Commissioner Dave Kern, who immediately put me in contact with Representative Roy Klopfenstein,” he proclaimed. “They are working so that what is happening to me will never happen to another kid. For that, I’m so grateful.” Village residents and officials also have rallied behind the teen. Others have written to him at 209 Meadow Lane, Hicksville 43526 to encourage him with his business. Letters of encouragement still are welcome, according to Bourgeois’ mom, Lindsey. “My village of Hicksville is awesome,” Bourgeois boasted. “I’ve had nothing but community support.” He said that Hicksville Exempted Village Schools really has helped him prepare for having a business as well. “I can’t begin to tell you how the ‘essentials’ I’ve learned in school – like shaking hands, looking people in the eye, speaking with confidence – has helped me,” he explained. Bourgeois has returned that community support by giving some proceeds from his business back to projects and events in the village. He has donated to the splash pad fund and Night of Lights, as well as volunteering at the Christmas Cruise Thru for several years.

Marketing trends are important because they can help you to stay on top of the latest marketing techniques and strategies. The more you know about what is happening in your niche, the better off you will be. This will help you to stay on top of your game and make sure that your business is always ahead of the curve. Read on to find out more about the latest marketing trends. 1. Cyber security short courses Cybersecurity is a course that teaches students how to protect their data and cyber assets from hackers and other malicious attacks. In the modern world, cybersecurity is an important field for many people. It is essential for businesses and organizations to protect their data from theft or exposure. For individuals, it is important to protect themselves against hackers who want to steal their personal information or spy on them. A cyber security short course teaches students about the different ways in which they can keep their data safe from these threats, as well as how they can identify potential vulnerabilities in their system. 2. Video marketing Video marketing is one of the most powerful ways to engage customers and potential buyers. With this type of marketing, you can reach a large audience at a low cost. According to Wyzowl: “86% of businesses use videos as a marketing tool and 93% of marketers who use videos say that it’s an important part of their marketing strategy. Video marketing is an excellent way to establish your company's brand and generate leads for your business. It can be used for both business to business (B2B) and business to consumer (B2C) purposes. 3. SEO SEO is the process of improving the visibility of a website in search engine results pages. SEO is a marketing strategy that allows you to rank higher in search engines for keywords that are relevant to your business. It involves tasks like keyword research, link building, and on-page optimization. The ultimate goal of SEO is to rank higher than your competitors in search engine results pages (SERPs) for relevant keywords. 4. Mobile optimization Mobile optimization is the process of adapting content to suit the smaller screens of mobile devices. Mobile optimization can also refer to the act of making something more suitable for a mobile device. Mobile optimization is an important part of any digital marketing strategy, as most people now use their phone or tablet to access the internet, not just computers. 5. Experiential marketing Experiential marketing is a type of marketing that involves creating an experience for the customer. It is a form of word-of-mouth marketing in which people are encouraged to share their experiences with products or brands. The goal of experiential marketing is to make potential customers feel as if they are experiencing the product or brand firsthand. This can be done through a variety of tactics, such as hosting events, providing samples, and giving out freebies. Experiential marketing is different from traditional advertising because it relies on a personal experience rather than just information about the product or brand. Before we end… Marketing trends are important because they help marketers understand what the customers want and how to appeal to them. Marketing trends can be in the form of new technology or new customer behaviors. They all have an impact on marketing strategies. It would be highly beneficial for marketers to stay on top of the latest trends at all times. By MARSHALL THURLOW

If you want your brand to thrive, it must inspire trust in the minds of consumers. This is of the utmost importance, regardless of the size or nature of your business, because in today’s trust economy, people are more concerned than ever about whether a brand can be trusted, and whether its values are aligned with theirs. But if you want to inspire that trust, establish an emotional connection with consumers who share your brand’s values, and gain an edge by showing consumers that your brand is more trustworthy than the rest, then you have to understand brand positioning. If you’re not sure what that is, brand positioning refers to the process of establishing a unique identity and image for a brand in the minds of its target audience, particularly when it comes to how it’s perceived in relation to its competitors. And one of the best ways to connect with consumers who share your values, and position your brand as one that can be trusted, is by publishing a value statement. But what is a value statement, and why is it so important to the success of your brand? In this article, I explain what a value statement is, why it’s so important for your business, and offer some advice to help you come up with one of your own. What Is a Value Statement? In the context of brand positioning, a value statement is a concise declaration of a brand’s guiding principles, beliefs, and priorities, defining what it stands for and communicating its fundamental purpose and vision. Value statements typically include a set of core values that guide a brand’s behavior and decision-making. These values may include ethical considerations, social responsibility, customer service, teamwork, innovation, or other key areas that are important to the brand and its stakeholders. A well-crafted value statement is a powerful tool for defining a brand’s identity, setting it apart from its competitors, and, as I already mentioned, gaining the trust of consumers, and establishing an emotional connection with them. Defining your brand values and creating a value statement can help define what your brand about. But after you’ve determined what those values are, and communicated them to your target audience, you need to ensure that every aspect of your marketing reflects those principles. So, if you’re wondering how to inject the values of your brand into your marketing efforts, then this article is right up your alley. It explains how to promote your brand values across several aspects of your marketing, including your website, blogs, and more. Why Is a Value Statement so Important for Your Business? Aside from what I’ve already explained, it’s important to note that after everything that’s happened over the last few years, trust in major institutions has significantly eroded. All things considered, it’s clear that consumers are looking for institutions that can be trusted in a world where everything is becoming more and more uncertain. But surprisingly enough, while trust in many institutions has been on the decline, trust in business has held strong, and at least according to Edelman’s survey, it’s practically unchanged. What’s more, this survey found that while most respondents consider government and the media to be dividing forces in society, they also believe that business is a unifying force. Much of this trust and admiration can be attributed to the fact that many businesses never stopped running, despite the risks posed by the pandemic, providing much-needed products and services to consumers in an era characterized by fear and uncertainty. At this point, you might wonder why I’m talking about the pandemic in an article that’s supposed to be about value statements, so let me explain. To comprehend how the branding and marketing landscape has changed, and why trust has become such a crucial factor, we’ve got to consider what’s influenced these changes and understand how we got here. It’s also important to point out that while the world of business seems to have retained an amount of trust, not least due to what it was able to accomplish during the pandemic, that doesn’t mean business owners can assume that consumers will have implicit trust in their brands. If anything, it’s becoming more difficult to get consumers to trust your brand, and from my perspective, this effect was created in large part by the sequence of events that played out during the pandemic. How Can a Value Statement Benefit Your Business? In our post-pandemic world, consumers are increasingly concerned with ensuring they can trust a brand and are more likely to give their business to brands that share the same values they do. That being said, one of the best ways to gain the trust of consumers and make an emotional connection with those who share the same values as your brand is by creating a value statement. Aside from the advantages I’ve already mentioned above, a value statement can offer many other benefits for your business, including: Guidance: A value statement serves as a guide for decision-making and behavior, providing clarity on what is important and what is not. This can help you make consistent and principled choices for your business, even in complex or challenging situations. Alignment: Value statements can ensure that everything your brand does is aligned with its goals and mission. Having this sort of consistency positions your brand as reliable, credible, competent, and professional. Culture: A value statement can help create a strong culture in your business, as it helps communicate what an organization stands for and what it expects of its employees, which can help to attract and retain talent that shares your brand values. Transparency: Publishing a value statement sends a message to consumers that your brand knows what it’s about, can be trusted to act in alignment with its values, and isn’t afraid to have its actions scrutinized, which helps to position your brand as honest, principled, and genuine. Accountability: A value statement provides the basis for accountability. When values are clear and consistently applied, organizations can be held accountable for their actions, and performance can be measured against these established standards. Reputation: Value statements can help you to build and maintain a positive reputation for your brand. And when your brand acts in accordance with its values, it’s more likely to be trusted and respected by consumers, which can help you to gain more leads and sales and take business away from the competition. How to Create a Value Statement Ideally, a value statement should be a clear and concise expression of the fundamental principles of your brand. But there are a lot of things to consider, and you’ve got to get it right, or else it could end up embarrassing your brand, and doing more harm than good. With that in mind, here are some principles I follow when helping our clients to create effective value statements for their brands: Identify your organization’s core values: Start by identifying the fundamental beliefs and principles that guide the actions and decisions of your brand. Ask yourself-what is most important to your organization? And what do you stand for? Be clear and concise: Your value statement should be clear and concise, preferably with no more than two or three sentences. You should also make sure it’s easy to understand and remember. Make it meaningful: Your value statement should resonate with your target audience, and it should reflect what they care about, and what they expect from your brand. Use simple language: A great value statement will use simple and straightforward language that is easy to understand. Make sure to avoid using jargon or technical terms that may be unfamiliar to your target audience. Be authentic: Your value statement should reflect your organization’s true values and beliefs, so make sure it’s authentic and genuine. Because this isn’t something you can fake, and more than likely, you will get outed for having a value statement that doesn’t accurately reflect your brand. Now that you understand what a value statement is, why it’s so important for your business, and how to go about creating one, I’ve included our value statement below as an example: At eVision Media, trust is at the heart of everything we do. We believe that trust is the foundation of strong relationships, and we strive to earn and maintain the trust of our clients, team members, and communities every day. We deliver reliable, transparent, and high-quality services, while always acting with integrity and honesty. As you can see, our value statement is clear and concise, putting a focus on building trust, while using simple language that’s meaningful for our target audience, and identifying the core values of our organization in an authentic way. By Susan Friesen