How to Define Your Brand Values
FIRSTLY, WHAT ARE BRAND VALUES?
Before you define your brand values, you need to know what they are. Simply put, your core values communicate your company's beliefs. They are the driving force behind your brand and are what dictate your actions. Core values determine how you interact with clients, hire new employees, build relationships - and most importantly- how you stand out!
Defining Brand Values
So, what makes your company special? We're sure there are lots of things! Try to narrow this list down to a few key words or phrases that your company really believes in and stands for. By making your values clear, you'll be able to easily attract employees and clients who share your beliefs.
- What do we stand for?
- What do we value most?
- What do we believe as a company?
Keep in mind that brand values don't change! Your values lay the foundation for your company culture and without timeless core values, your company will create a culture by default. Instead, outline your core values to create a culture that works to achieve your goals!
If you're struggling to find the words to describe what you are, try starting with what you are not. What do you not like to see other businesses doing? For example, do you hate it when a company makes you feel like just a number? This could mean that you value top-notch customer service by involving customers at every stage of a transaction or project process.
Another tip is to make your core values into actionable statements. These kinds of statements usually involve more than one word and give much better guidance to your team about how these values can be applied on a day-to-day basis.
For example, the phrase "great customer service" is very vague. In what ways will you provide great customer service? To answer this question, take a page out of Whole Foods' book. One of their core values is to "satisfy, delight and nourish [their] customers". This gives "customer service" more context and leaves less room for interpretation. Plus, doesn't that sound like Whole Foods?
And remember- authenticity is key! People will identify with your brand if you're real with them about who you are. If you want to create meaningful relationships with your customers, it's essential to clearly define your brand values so that your clients can have something to connect with. Don't just copy what everybody else is doing! Value comes from the unique experiences that people have with your brand.