What does your brand stand for? Consumers are searching for brands they can connect with and that have a deeper, more personal meaning to them than just the product they buy. A real connection is based on sharing the same values. Knowing your brand values and communicating them is important to establish and grow your brand.
What are brand values?
Brand values are the base of your branding, the place where everything starts. They define your brand and what you want to stand for. This means you need to define the core ideals you believe in or what characteristics you want to be recognized for. Brand values turn your vision into a mission because once you have said them out loud, you have to act accordingly.
BUT: Your brand values are not the same as your brand value. Though these two might be interlinked. The brand value is about where you stand in the market or how valuable your brand is amongst your audience in regard to your competition. How valuable your brand is, depends a lot on your values and if your audience does align with those.
Why do you need brand values?
Building the foundation of your brand
As said above, your brand values are the place where everything starts. Your whole branding relies on these values. They are important when you start to define your brand and build a brand foundation. You need to apply them when creating your brand design, building a brand strategy or defining your brand voice. Read more: The importance of a solid brand foundation
Everything your brand says and does should reflect those values. This helps your audience to identify themselves with your brand and also to recognize you for who you are. No need to search for your ideal audience. They will find you based on shared values.
Having clear defined values makes creating content, images and even products easier if you make them the center of everything. It allows you to create cohesive designs because you can choose your brand colors, images, and fonts, like everything else, by making sure they reflect your values.
Decisions you make for your business are more focused and intentional if they are based on your brand values.
Always ask yourself: “Does this align with my brand values?”. If no, don’t do it.
“It’s not hard to make decisions once you know what your values are.” – Roy Edward Disney
Brands knowing how to effectively and consistently communicate their values create tribes around their brand. They get their audience. They know their needs, understand their problems, they share the same beliefs. This form of connection is a guaranty to turn a customer into a fan. A fan will buy repeatedly and a fan will also recommend your brand to others. Marketing efforts will get more focused when you know what to focus on. People don’t just buy a new shirt, they buy what this shirt stands for and which statement they make to the world by wearing it.
“If people believe they share values with a company, they will stay loyal to the brand. – Howard Schultz
How to define your brand values?
What words describe your brand best? Brain dump. Write down everything that comes to your mind at first. Then try to reduce your list to three maximum four values. Be authentic! You can’t stand behind something you don’t honestly support.
Here are some tips that can help you to find your brand values:
Dreams and goals
At first, you should take a look at what is really important to you and your brand. What dreams, goals, and ideas do you have for your business?
Take a look at your competitors. See what their values are and where you can set yourself apart. There might be values that are already overused in your niche. Try to step away from what’s obvious and find a unique strength you have.
What are characteristics you can’t stand? Are some of your competitors acting in a way you could never support? Take these negatives and turn them into something positive. If you have trouble finding the right words, use Thesaurus.
Turn to your idols
This can be other brands in your niche, famous persons or your mom. What do you admire them for? What character traits would you like to have?
Think about how people experience your brand. What would you wish your customers say about your brand?
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