Core Brand Values: Why They Are Key to Differentiating Your Brand | Brandfolder
One of the things I certainly thought when discussing brand values is that companies actually create them. However, this is a misconception. When discovering your brand values you will quickly realise that they already exist. However, you will need to quickly identify and describe them before they can be used in your brand. In the research, I have found it recommends that you pinpoint 3-5 characteristics and beliefs that will define your brand.
Here is how you can achieve this.
Brainstorm
The first call of action is to gather your thoughts on what you want your brand to represent. If you have a team get them involved as well. Ask open-ended questions such as: “What do we value most as a company?” “What does our company stand for?” “What is our identity?” Next, write down the top 5 values that are most applicable to your ideals.
What does your customer value?
When you build a customer relationship, start to have conversations with them your followers about brand values. Ask questions like,” Why do you choose our products and services instead of our competitors?” “What do you think we do well?” Your customers’ answers will give you insight into the things they value most and your brand’s key strengths.
Draw from your own experience
When looking at brand values it’s good to look at previous experiences. Especially if it is a bad experience it’s good to understand where the drawbacks are and what other companies are excelling at. Ask questions like,” How did that experience make me feel?” And, “What can your company do to ensure that you don’t deliver that same experience to your target customers?” This will help to ensure you gain a more holistic view of the entire situation.
Reflect on things you have done
Think about things you are already doing and ask yourself why it is you are doing them. For example, Do you go out of your way to make sure that your products are sent to your customers in less than 24 hours? That’s probably because you value timeliness.
Make a list of brands that you admire and connect with. For each of these write down a list of qualities that they possess which makes them unique and resonate with consumers. Next identify the common themes that emerge and use them as guide for constructing your own values.
When doing this exercise keep a clear mind and be open new ideas that you might not have considered. Set aside some time to reflect on your thoughts
Make a list of brands you love and what makes them resonate with you. For each company or brand, write down the qualities that make them special. Then identify the consistent themes and qualities that emerge and use them as guideposts for developing your values.