How do you identify your brand values?
BRAND VALUES
Brand values can help guide you close the gap between you and your audience. They’ll help you foster deeper connections and grow a loyal community of raving fans.
First things first, what is a brand value?
Simply put, a brand value is a core belief or principle that guides and shapes your brand’s actions, decisions, and overall brand identity. Your brand values should reflect what your brand stands for and how you want to be perceived by your audience.
Why are brand values important?
Your brand values act as your decision-making compass: They guide every choice you have to make in business, ensuring each step is true to what you stand for.
A tool for connection: By embodying values that resonate with your audience, you're not just making customers; you're building a community. It's not just about selling products; it's about building lasting relationships.
How many brand values should I actually have?
I go by the rule of 5 here. It’s a good, concise number and while you might be tempted to have a long list, clarity is key. Try and choose five values that deeply resonate with you and your brand's core. This isn't about quantity but about depth and genuine commitment. These values should mirror your own personality, as the more genuine you are in business, the easier it is to form lasting bonds with customers.
There are a few main groups of brand values, obviously it would be impossible for me to name them all, but here are the most common ones brands tend to choose from:
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Communication
Creativity
Innovation
Adaptability
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Trust
Authenticity
Resilience
Integrity
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Leadership
Health
Foresight
Harmony
Introspection
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Dependability
Quality
Sustainability
Diversity
Community Engagement
Philanthropy
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Empowerment
Freedom
Courage
Empathy
How do you choose your Brand Values?
Introspection: Before anything, you need to get clear on your brand's “why”. Reflect on your vision and mission and the changes you’re wanting to make in your industry.
Inspiration: Look into other brands that you admire. Dive into how they may incorporate these values into their content, their products, their messaging.
Prioritization: There’s so many to choose from, but it's essential to filter and select the ones that align with your brand's mission most. Pick 10, then whittle down to 8, and then 5. The smaller your list, the clearer your messaging will be.
Customer Research: What do your customers value? What do they look for in brands or products? Having this insight will help you align better with what they’re looking for.
Once you've settled on your brand values, they need to be more than just words on paper. Infuse them into every facet of your business - from marketing campaigns to employee training. This consistent reinforcement not only builds trust but makes your brand stand out in a crowded marketplace.