Brand Values Definition
Brand values are the fundamental beliefs that guide your company’s actions and decisions. They’re like a compass for your business, pointing you toward what’s truly important to you.
Brand values shape your company culture, how you interact with customers, and the type of reputation you aim to build.
Think of them as the heart and soul of your brand! For example, Patagonia’s commitment to sustainability shows in its use of recycled materials and its dedication to environmental causes.
Similarly, Apple’s core value of innovation is reflected in its sleek product designs and its focus on creating user-friendly technology.
Brand Values Benefits
Attract like-minded customers and employees. People want to support brands that share their values. Clearly defined brand values help you connect with customers who believe in the same things you do and build a team passionate about your mission. This creates a sense of belonging and deepens the customer-brand connection.
Guide decision-making. When faced with a tough choice, your brand values act as a guide. They help ensure that your actions consistently align with your company’s core beliefs, keeping you on track. This can streamline choices big and small, from product design to marketing campaigns.
Build trust and loyalty. Customers are more likely to trust and remain loyal to brands they perceive as authentic. Living your brand values in a visible way demonstrates that your company isn’t just about profits – it’s about making a positive impact that aligns with customer values. This leads to long-term customer relationships and positive word-of-mouth.
How to Establish Brand Values
Define your company’s purpose. Start by asking yourself “why” your company exists, beyond simply making money. What problem do you solve for customers? What positive change do you want to see in the world?
Brainstorm a list of values. Think about words that resonate with your company’s purpose and culture. Get input from your team! Some popular brand values are sustainability, innovation, customer service, and community.
Create a brand values statement. Select the most important values from your list and craft clear, concise statements about what they mean to your company. This statement will guide the development of your brand messaging and actions going forward.
Instead of just stating a value word, try turning it into an actionable commitment.
For instance, rather than simply saying “integrity,” you might write, “We operate with honesty and transparency in all our business dealings.”
Core Brand Values Examples
Here’s a list to get you inspired:
- Patagonia: Environmental responsibility
- Apple: Innovation
- TOMS: Community giving
- Disney: Family-friendly entertainment
- Nike: Athletic excellence
- Starbucks: Creating a welcoming “third place” experience
- IKEA: Affordable, functional design
- Ben & Jerry’s: Social justice and quirky fun
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