Start with who you are and what matters most. Then use that to shape everything else.
We like to put people in boxes. It’s a shortcut our brains use to make sense of the world. Marketers do it, too. We segment audiences by age, income, gender, or geography because it’s supposed to improve results.
But we are much more than the facts that can be checked off in boxes and answered in surveys.
When I ask, “Who are you?” I’m not looking for your demographics. I’m looking for what drives you, the psychographics, motivations, and values behind your choices.
The Lesson of the Orange Mustang
The most memorable moment I ever uncovered a group’s shared value set started in a parking lot with an orange Mustang.
I was in Greenville, Wisconsin, preparing to speak at a training event for the National Association of Tax Professionals. Wanting to tailor my presentation, I had called ahead to ask who would be in the room.
The organizer gave me a laundry list of demographics:
“We’ve got young, we’ve got old, men and women. Some are just out of college; others are semi-retired and starting something new.”
In other words… everyone.
But when I pulled into the parking lot, the truth was waiting for me in the cars.
Row after row of practical, modest imports. A sea of sedans. Four doors, seven years old, dark neutral colors. Cars with reasonable insurance and manageable payments. The kind of cars accountants drive.
Except for one.
One car gleamed under the gray Midwestern sky like it didn’t belong: an orange Mustang.
There’s always one orange Mustang.
What the Parking Lot Taught Me About Values
Demographics alone couldn’t tell me that this audience valued practicality, fiscal responsibility, and reliability, their choices did.
The values of those accountants were reflected in the cars they drove, the clothes they wore, and even the reusable water tumblers they carried.
And the Mustang? That person was likely the rebel accountant who refused to fit neatly into the spreadsheet. The orange Mustang reminded me that even within shared values, there’s always room for individuality.
Why This Matters for Your Brand
Your values shape how you show up in your marketing, your leadership, your hiring, and your business decisions.
When you understand what you stand for, you attract people who share those beliefs: clients, employees, and partners who align with your purpose.
Values alignment isn’t a “soft skill.” It’s a strategic advantage. It drives trust, loyalty, and differentiation in a marketplace that’s drowning in sameness.
So, who are you?
And what does your version of the orange Mustang look like?
Your Next Step
Take a moment to reflect:
- What decisions or details reveal your values?
- What signals do you send through your choices, tone, and visuals?
- Where might you be hiding your orange Mustang instead of celebrating it?
If you’d like to uncover your values and align your brand or business around them, schedule a marketing strategy session.