This simple guide will help you define your core brand values.

Brand puzzle pieces are made up of many different elements that define your brand identity. They help to make it unique and meaningful and shape the perception that others have about it. While external factors may foster feelings of familiarity in customers, it is essential to remember what they have to say.

The “inside” of your brand is the thing that makes you stand out from the rest and connects you with customers on a deeper level.

Your brand values are what you need to focus on.

What are Brand Values?

Brand values are actions that your team takes daily to maintain your brand’s integrity. At their best, internal employees are ambassadors of your brand. They translate the heart and soul of your brand into their daily interactions. Over time, this internal culture will create brand loyalty and alignment with your audience.

Your core values are influenced by many factors – such as your goals and expectations about your company’s future.

When defining brand values, it is essential to keep in mind that they should:

  • Actionable Your core values should not be merely grandiose statements that make you look good on paper. Your core values should be reflected in all that you say and do. When defining your brand’s core values, choose verbs instead of adjectives to encourage action.
  • Memorable You can use a shorter list of attributes or descriptions. Your employees are more likely to internalize your brand’s beliefs and values if they can easily remember them.
  • Meaningful– Vague phrases will impact your employees or customers little. Only words that are authentic and have a deeper meaning will be decisive.
  • Unique– Your values must reflect the uniqueness of your brand. This is similar to your brand DNA. Don’t choose weights that are similar to what is already available.
  • Consistent– Your brand’s values remain constant, regardless of how you communicate them. While external changes are occurring, your values will maintain trust with customers.
  • Empowering – By instilling values, you can empower your employees to feel important to the brand. Employees can take action on matters without consulting their manager. These actions will benefit your customers and improve their perception of your company. This empowers employees to embed company values into the culture much faster.

Why it’s essential to have strong brand values

Consumers are always looking for new ways to relate to brands. It’s important to foster those connections beyond the products and services you offer and the external aspects of your brand.

This is the thing:

Your brand’s values can affect the perception of your brand by consumers.

Up to 77% of consumers confess they’re more likely to purchase from brands that share their values. It is, therefore, imperative that these values are made crystal clear right from the start.

Maintaining brand authenticity is crucial to the success of your business, especially at a moment when consumer confidence seems to be at its lowest point. After establishing values, they will only be effective if truly lived.

How to find your brand’s core values

It is not necessary to “create” brand values. There is a better way of looking at it. Truth is:

You may not know it, but your brand already has values.

You can already identify them and define them.

To do this, you should put aside any preconceived notions about your brand and see it with fresh eyes.

Find out your brand’s core value:

  • Create a list of three to five words that describe you. This simple exercise will give you an “internal” view of your brand from your employees.
  • Spend some time figuring out what is essential to your customers. This will help you understand what your customers value and what they want from you.
  • You can learn from your mistakes. Knowing your weaknesses allows you to change them. You can even turn that weakness into a strength and make it part of your brand.


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