There’s one word I believe every retail business owner needs to revisit regularly: values.
Whether you’re prepping for a busy season, hiring new team members, or trying to deepen customer relationships, your values shape every interaction. And right now, with so much noise in the marketplace and customers craving real connection, your business values matter more than ever.
In this video, I walk you through how to clarify your values and use them to strengthen your business from the inside out. It’s not just about what you sell – it’s about what you stand for. That’s what people remember. (It also happens to be what builds loyalty.)
Why This Matters Now
We’ve all heard the phrase: “People don’t buy what you do, they buy why you do it.” And in retail, that couldn’t be more true. When I connect with independent retail owners, I see how often values are assumed but not clearly defined (let alone shared with team members or communicated to customers). If you’re feeling disconnected from your messaging or stuck trying to create marketing that resonates, this is the place to start.
Here’s What I Recommend:
- Start with Yourself: Take time to list what matters most to you as a business owner. What values guide the way you work, sell, and serve?
- Ask Your Team: See what themes and values are important to the people representing your brand every day. Are you aligned?
- Listen to Your Customers: Read reviews, revisit testimonials, and note what people say about their experience with your store. These are clues to the values you’re already communicating, whether intentionally or not.
Once you’ve gathered all this, use it to guide your messaging and build a values page on your website. I walk you through how to do that in the video.
The Payoff
Getting clear on your values does more than just feel good. It:
- Helps you hire people who fit
- Attracts customers who care
- Guides messaging that feels real
- Builds loyalty that lasts
When you’re clear on what you stand for, everything else—your marketing, your customer service, your product decisions—becomes easier and more aligned.
Watch the video above and take 2 minutes today to reconnect with the “why” behind your retail business. (I promise, it’s worth it!)
