How to Build a Brand That Creates Value Before the Sale
Want more trust, leads, and loyal fans? Learn how to create a brand that delivers value before asking for the sale—and turns browsers into believers.
You Can’t Just Show Up When You Want to Sell Something
Let’s be honest: people are tired of brands that only pop up when there’s something to push.
Discounts. Flash sales. Limited-time offers. Cool. But here’s the thing…
Why should someone buy from you if they’ve never gotten value from you first?
🚀 Brands that educate, entertain, or inspire before selling see 2x higher conversion rates
🚀 78% of consumers say they trust a brand more when it provides helpful content
🚀 Value-first brands build emotional loyalty—and become the go-to before the need even arises
The brands that win today are the ones that give before they ask.
Let’s talk about how to do exactly that 👇
1. Why Providing Value Before the Sale Builds Brand Trust
Here’s the truth: every potential customer is on a journey.
Most of them aren’t ready to buy when they first meet you.
But if you give them value up front, they’ll remember you when they are.
✔️ You build trust and authority
✔️ You stay top of mind (without being pushy)
✔️ You create emotional equity—before money changes hands
📌 Example:
HubSpot grew into a massive brand by giving away incredible free content before ever asking for a subscription.
💡 Pro Tip:
Be helpful now so they’ll want to buy later.
2. The 5 Ways to Deliver Brand Value Before the Sale
✅ 1. Educational Content That Solves Real Problems
Teach your audience something useful.
Give away insights, tips, how-tos, and answers that help them grow—even if they never buy.
📌 Example:
Notion’s YouTube tutorials and templates make users fall in love before they upgrade to a paid plan.
💡 Pro Tip:
When you teach, you build trust. And trust leads to sales.
✅ 2. Entertaining Content That Builds Emotional Connection
Value isn’t just utility—it’s emotion.
Make people laugh, think, or feel something. That’s connection.
📌 Example:
Duolingo’s TikTok content is hilarious, on-brand, and wildly viral—and it’s made people download the app just to join the fun.
💡 Pro Tip:
Content that entertains gets remembered. Remembered brands get chosen.
✅ 3. Tools, Templates, and Resources
Give away something they can use.
A checklist. A swipe file. A free sample. A quiz. These are easy ways to show your expertise in action.
📌 Example:
Canva offers tons of free templates before ever pushing the Pro plan—and it works.
💡 Pro Tip:
Give them a taste of what it’s like to win with you.
✅ 4. Free Experiences or Community Access
Host a free class, live Q&A, or even just a vibrant online group.
Let people feel what it’s like to be in your world before committing.
📌 Example:
Lululemon offers free local yoga classes, which build brand love before the first purchase.
💡 Pro Tip:
People commit to brands that already feel like home.
✅ 5. Personalized Recommendations or Guidance
Use what you know about your audience to offer custom-fit value.
A quiz result. A curated playlist. A product match.
📌 Example:
Function of Beauty offers a haircare quiz that leads to personalized product suggestions—and tons of value upfront.
💡 Pro Tip:
Make people feel like you “get them”—before asking for anything.
3. How to Create a Value-First Brand Strategy (Step-by-Step)
✅ Step 1: Define What “Value” Means to Your Audience
✔️ What do they struggle with?
✔️ What inspires or entertains them?
✔️ What quick wins can you give them?
📌 Example:
A skincare brand could offer tips on routines, myth-busting, or skin type quizzes—not just product promotions.
💡 Pro Tip:
Give before you grab.
✅ Step 2: Pick Your Main Value Delivery Channels
✔️ Blog, social, email, YouTube, podcast, freebies—choose what suits your voice and audience
✔️ Start where you can be consistent, not everywhere at once
📌 Example:
Glossier uses Instagram not just for products, but for tips, stories, and empowerment.
💡 Pro Tip:
Choose channels where you can connect—not just broadcast.
✅ Step 3: Build a “Give-Give-Ask” Flow
✔️ Offer two or three pieces of value before each sales message
✔️ Keep the ratio generous—it builds goodwill
📌 Example:
ConvertKit sends helpful creator tips, stories, and guides—then promotes premium tools.
💡 Pro Tip:
Too much asking = unfollow. Give more than you take.
✅ Step 4: Measure Engagement, Not Just Sales
✔️ Track opens, clicks, replies, shares, and DMs
✔️ These are trust signals that eventually lead to purchases
📌 Example:
Brands like Headspace look at daily app opens as success—even before converting free users to paid.
💡 Pro Tip:
Engagement today = revenue tomorrow.
✅ Step 5: Turn Value into Community
✔️ Encourage feedback, conversations, and user-generated content
✔️ The more people feel seen, the more loyal they become
📌 Example:
Fenty Beauty reposts user content constantly—turning fans into brand stars.
💡 Pro Tip:
Your value gets amplified when people share it for you.
4. Signs Your Brand Is Giving Value Before Asking
📊 You get DMs and replies saying “This helped so much!”
📊 You get shares before sales
📊 Your list or following grows without heavy ad spend
📊 People talk about your brand even when you’re not selling
📌 Example:
Brands like TED give so much inspiring content for free that people want to buy books, merch, and attend events.
💡 Pro Tip:
The brands that give first are the ones people remember when it’s time to buy.
Want to Build a Brand People Trust Long Before the Checkout?
If you’re tired of the pushy, shouty, sale-after-sale cycle and ready to build something meaningful—this is your path.
Create a brand that leads with value, builds loyalty, and sells naturally.
📖 Grab my eBook: Brands That Sell: Effective Strategies for Creating and Strengthening Brand Identities
Inside, you’ll learn how to:
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Build emotional trust before the transaction
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Craft value-driven messaging that people love
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Turn first-time visitors into loyal fans
🚀 Start giving more than you take—and watch your brand grow with purpose.