Choosing Clients Based on Common Purpose and Values

Here at Publicity For Good, we are always very upfront about who our clients are. We are looking for brands, be they personal or corporate that operate with a specific vision of the world in mind. Some are all about sustainability, others about freedom, or equality, the list goes on, but the constant remains that we want to work with people who believe in something.

That however comes with the inverse of this principle, if you are profit first, or don’t know why you’re doing what you’re doing, we don’t want you. Today I want to talk about why that matters and how you can put that to practice.

Why Common Purpose and Values Matter

1. Enhanced Collaboration and Trust: A house divided against itself will not stand. If you are working towards a goal and your customer is working towards another, friction is bound to happen. When you are working together towards a shared vision, however, performance and coexistence improve and results increase as a result. Therefore, working only with what you believe in is not just idealism, but a strategically valid position.

2. Consistent Brand Messaging: When your values align with those of your clients, it's easier to create cohesive and authentic brand messaging since your individual understandings of the brand are more closely aligned. This consistency helps build a stronger, more relatable brand identity that resonates with your target audience.

3. Increased Motivation and Satisfaction: Teams are often more motivated and satisfied when they know their work contributes to a greater perceived good. Working with clients who are on the same wavelength in terms of purpose and values can make projects more meaningful and rewarding.

4. Long-Term Relationships: Clients who share your values are more likely to stay loyal and engage in long-term partnerships. These enduring relationships can lead to more stable revenue streams and opportunities for deeper, more impactful collaborations.

How to Identify and Choose Value-Aligned Clients

1. Stand by your values: No one is going to enforce your beliefs on your brand if you don’t. It’s up to you to embody your values by letting them guide you in decisions. So when looking at a potential client, ask yourself: “is this something I can get behind with a clear conscience?”

2. Research Potential Clients: Take the time to research potential clients' missions, values, and past work. Look at their website, social media presence, and any public statements or press releases. You can also go the other way around and google your values in order to find potential clients who are defending them also.

3. Ask the Right Questions: During initial meetings with potential clients, ask questions that reveal their values and priorities. For example:

• What is your company's mission and vision?
• How do you integrate your core values into your business practices?
• Can you provide examples of how you've supported social or environmental causes in the past?

4. Observe Their Actions: If you want to know what people actually believe in, watch their actions, not just their words. Look at how potential clients behave in the market. Do they practice what they preach? Are their business practices consistent with their stated values?

5. Trust Your Instincts: Your intuition can be a powerful tool. If something feels off or if a potential client's values seem misaligned with yours, or with how they portray themselves, it's okay to walk away. It's better to wait for the right partnership than to compromise.

Benefits of Value-Aligned Partnerships

1. Amplified Impact: When you and your clients are working towards the same purpose, your combined efforts can have a greater impact. This synergy can lead to more innovative solutions and stronger results.

2. Positive Reputation: Associating with like-minded clients can enhance your reputation. Clients, partners, and consumers are likely to see you as a principled and reliable business, which can attract more opportunities and positive attention.

3. Ethical Satisfaction: Knowing that you're supporting and promoting businesses that share your values can provide a deep sense of ethical satisfaction. This can be particularly important for companies focused on social responsibility and sustainability.

For more insights on purpose-driven marketing and aligning with like-minded clients, connect with Heather Holmes on LinkedIn .