Why brand values are important
Brand values are an important element of brand identity: they breathe soul into the brand construct. Customers identify with brands that reflect their own values. A clear set of values is therefore a powerful instrument for differentiating oneself in the market environment beyond the mere range of services offered. They are there to reduce over-complexity.
Staying true to yourself
In order to identify and consolidate appropriate values, it is helpful to first look at the brand from three different perspectives: one’s own, the market’s and the customers’. For each perspective, choose one(!) word that best describes the brand’s character, culture and excellence. In doing so, it is important to remain true to oneself and not to rely on trendy buzzwords – otherwise it becomes tricky to make the value credible. In the end, the task is to agree on one term per category. In order for the brand attributes to have a differentiated effect, overly generic terms or hygiene factors (e.g. quality, innovation, trust, reliability) should be avoided.
Transfer to brand philosophy and brand culture
The value system of a brand should be reflected in the entire company in order to project an authentic image to the outside world. Strong brands are associated with emotional content, pictorial images and associations in the minds of customers. These companies manage to make their core brand values tangible in all contact opportunities. The goal is to establish certain values in connection with the brand in the minds of the target group.
More Brand Strategy Templates
-
Mission Statement
The mission statement states the value proposition.
-
Positioning Cross
Define for whom and for which needs the brand offers solutions
-
Vision Statement
Define a specific goal that the brand wants to achieve within a defined period of time.
-
Brand Purpose Board
Align the social added value, the needs of the target group and your own goals.
-
Buyer Personae
Define for whom and for which needs the brand offers solutions
-
Golden Circle
Get clear about the why, how and what of your brand and build the strategic basis with it
-
Identity Prisma
Define the brand identity on 3 different levels with the identity prism template.
-
Brand Wheel
The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.
-
Brand Values Card Deck
Develop brand values with examples and exercises and define what the brand stands for
-
Brand Key
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
-
Brand Wheel
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
-
Personality Sliders
Define the brand personality: with the Brand Personality Sliders template.
Do you need help defining your brand strategy?
We are happy to consult you.