Behind the Design: The Secret to Sustainable Brand Growth: Staying True to Your Values

The Importance of Staying True to Your Values

When establishing your own business or even navigating life standing by your values is key. Losing focus and shifting away from your values can lead to negative outcomes.

When building a relationship, whether friendship or romantic, a person's values are always considered. You wouldn’t invest effort and love into a relationship if you don’t align with their core values. The same applies to the brands you support.

How many times have you shopped at a store because its values resonate with you? These values whether ethical, religious, or political can influence your purchasing decisions.

Understanding a brand’s values goes hand in hand with whether it maintains a connection to its purpose and positioning. To illustrate this concept, here are two of my favorite brands that stay true to their core values and purpose:

Two Sparrows: A Brand Rooted in Faith and Connection

Two Sparrows - Threads of Grace is a local brand in St. Augustine. It is a faith-based boutique centered on a deep love for the Lord and the power of prayer.

When you enter the boutique, you are warmly welcomed by a staff that accepts you as you are and provides kindness throughout the shopping experience. The brand stays true to its beliefs and original positioning by incorporating key details that demonstrate its purpose.

Fenty Beauty: Leading the Beauty Industry with Inclusivity

Fenty Beauty, created by Rihanna in 2017, is a beauty line that has made inclusivity its core mission. Despite the stereotypes in the current beauty industry, Fenty has gone against the rest of the industry and created a global empire in the beauty world.

The brand has influenced other beauty brands to be more inclusive in their color range and products. Fenty was the first brand to have a 40-shade foundation range to ensure that no skin tone is left out. Since then, Fenty has expanded to haircare, skincare, and fragrance while remaining true to its inclusive message. It continues producing high-quality formulas that are innovative and diverse.

By using strong marketing tactics, inclusive influencer collaborations, and a bold social media presence, Fenty has been able to maintain a connection with its community, demonstrating that growth and purpose can go hand in hand.

Fenty has become a leader in the beauty industry while staying true to its message of inclusivity and self-expression. When it comes to maintaining your brand positioning while growing in the industry, it is easy to get lost in the increase in sales and recognition. However, to maintain a strong brand, you must be able to do both simultaneously.

“What began as a concept, a desire really, for every person to feel truly represented, and not only included, but celebrated, has now become bigger than I ever imagined.” –Rihanna

Growing a Brand Without Losing Purpose: Fenty and Two Sparrows

Whether it be your relationships or simply the brands you shop at, positioning and remaining true to values will lead to growth in your business when it comes to sales, brand awareness, and recognition. Fenty Beauty and Two Sparrows have been able to expand into new territories without compromising what they stand for. They are a testament to the idea that having a strong brand identity and direction can lead to growth and connections with target audiences.

To learn more about how tracking metrics for brand growth can lead to engagement, check out my previous article. Tracking Metrics for Brand Growth and Engagement