The key tenets of a great brand: Values
Your values determine how you live your life, what’s important to you and how you prioritise your time, energy and resources. They’re beliefs about what is wrong or right, what is good or bad, what’s acceptable or not acceptable – to you. They’re different for each and every one of us. They can be a result of childhood beliefs, upbringing, life experience or completely innate, a very part of your soul.
When you put time and energy into understanding what it is that is important to you, it is very easy to determine what isn’t working.
SOME VALUES THAT MAY RESONATE WITH YOU…
I distilled a similar list down to the top ten values that were important to me. I then further culled the list to the top five, then top three, then the most important value. I found it a challenging exercise as it required real thought and evaluation about how and why I held these beliefs. Ultimately it helped me understand what was important to me. It was helpful to remember times when I felt most positive, proud, successful or fulfilled and analyse what circumstances contributed to those feelings. Likewise, it’s useful to think about the times when I felt most despondent, negative and off-track. What was happening in my life at those times, what was contributing to my loss of direction?
When you know your values you can adjust your life to live by them. It’s reassuring to know you have your moral compass for guidance when challenging times arise or you’re faced with a difficult decision. Usually when I’m feeling overwhelmed or anxious, it’s because I’m prioritising values that aren’t really significant to me and in the process, I’m not honouring the ones that are. I found this process invaluable and have carried the lessons learned, through all aspects of my life. It has helped me understand why some relationships falter whereas others flourish – shared values are key to any successful connection, be it personal or business.
HOW THIS APPLIES TO BUSINESS
If you run your own business, or play a prominent role in its direction, the same process will help you determine the business values. By defining these core values, every single decision becomes easy, a no-brainer, because everything either aligns with one of those business values, or it doesn’t.
When you’ve defined your core values, it will be easier to connect with like-minded people, those who share your ethics. They are your target market. We’re all looking for signals or prompts that help us align with others. We want to belong. If you’re wanting to connect on a deeper level with customers or clients, you need to be specific about your values, then set about finding ways to promote them.
Maybe it’s sustainability that’s at the top of your list. You’re going to want to highlight the ways you contribute to the cause. Use recycled materials? Let’s design a symbol that can be used at every relevant touchpoint so customers come to look for it. It provides reassurance that you are honouring that value that attracted them to you in the first place.
Say you decide that compassion is one of your business core values. What are ways you can support and promote this value? Donate time or funds to a charity, mentor the disadvantaged, raise funds for a worthy cause close to your heart.
Whatever the value you identify, ensure your response is authentic and genuine. Consumers see right through contrived attempts and that will undermine any trust they have in your brand.
Re-evaluate your core values on a regular basis. As your business evolves and develops, your standards, goals and direction may change. It’s also helpful to ask your audience, or friends and family how they perceive your brand’s values. You may be surprised by the answer but either way, it will help you understand if you’re projecting the right messages and if not, where you need to change.
If you need help, please contact us for more information.
Jane Cameron
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