Recognizing and defining brand values
Brand values are discovered through a view inwards and must be authentic. It is a process of self-knowledge, taking into account the specifics, capabilities and achievements. What is typical about a brand’s products or the way the products are developed? A value-based thinking goes beyond the production: The special, outstanding and unique aspects of a brand form an attitude and the reason why people commit to it or not. The key is to remain authentic. Only if core brand values can be communicated in a credible and differentiated way, will they be appreciated. People are just as unlikely to attach themselves to overly generic, interchangeable values as to exaggerated, untrustworthy statements that are not followed through. If a brand positions itself as innovative, the products should really be pioneers in the market. The fake is quickly exposed, because consumers are better informed and better connected than ever before.