Brand values are the core set of guiding principles and beliefs that the brand stands for. Brand values determine your brand’s identity, message and personality. These brand principles guide story, actions, behaviours and decision making processes
The most powerful brand values are those that respond to an existing need in the marketplace.
These benefits might be actual or perceived by their consumers.
How do those benefits bring meaning to their consumers while using their products or services.
If you know their consumers appreciate their personalised approach to customer service then how does it link to consumer’s needs.
Imagine they are the only ones providing this desired value.
TO Do.
What is the only thing the organization is working towards.
Memorable: Brand values don’t mean much if they’re not constantly represented by the things you do and say. Your customers and employees need to be able to remember your beliefs if you want them to have an impact.
Unique: This is something that should go without saying, but your brand values definition should be a unique reflection of your culture and identity. You can’t simply copy and paste something that works for another business. Look at strong companies for inspiration, but make sure your core ideals represent your company DNA.
Actionable: Your brand value proposition is something that needs to guide how your business works, just like your brand manifesto. When defining what matters to your company, choose actionable language. For instance, don’t just say you “value integrity”. Tell your customers that you work to do the right thing, and describe how you do that.
With our partners, our coffee, and our customers at our core, we live these values: Creating a culture of warmth and belonging, where everyone is welcome. Acting with courage, challenging the status quo, and finding new ways to grow our company and each other. Being present, connecting with transparency, dignity, and respect. Delivering our very best in all we do, holding ourselves accountable for results. We are performance-driven, through the lens of humanity.
“At Starbucks, I’ve always said we’re not in the coffee business serving people, we’re in the people business serving coffee.”
We can see that all of Starbucks’ brand values are intrinsically linked to the social codes they uphold and promote as part of not only their service but the wider company culture, as well.
Tech-disruptor, Tesla, is at the forefront of innovation, design, and pretty much whatever initiative its founder, Elon Musk, applies his mind to on any given day.
“doing the best, taking risks, respect, constant learning, and environmental consciousness”, we can see that Tesla is about driving growth and change fueled by bold, powerful ideas without harming the planet.
This statement of values establishes right off the bat that Tesla and its people are unafraid of taking risks when they are taken conscientiously in the name of progress and innovation.
However, Tesla is an interesting example, as it demonstrates the tension between a brand and its founder. Founder Musk has often found himself in the midst of a maelstrom due to his equally disruptive Twitter game.
While a brand (and its personality extensions) should represent its core values, it’s crucial to balance these with the brand’s core values in the marketplace, which are often broader and go beyond the larger-than-life personality of the founder.
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