Define what the brand stands for: With our brand values template and card deck.

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.

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Markenstrategie Vorlage Markenwerte Kartenset

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

  • SWOT Analysis

    The SWOT analysis is a proven strategic method that helps companies to identify their strengths, weaknesses, opportunities and threats. This analysis enables companies to make informed decisions, adapt their strategy accordingly and derive measures. Definition, 1 template

  • 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

    In order to develop a successful brand strategy, it is important for companies to analyze their target groups in detail. The creation of buyer personas helps to create a better understanding of the target group.

  • 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 Bates Brand Wheel captures a brand’s essence in 5 steps, analyzing attributes, benefits, values, and personality to communicate the core identity.

  • Personality Sliders

    Define the brand personality: with the Brand Personality Sliders template.

    Marina Mengis

    Project Management

    030 403 664 76