Defining your brand values

If branding is not just designing your logo, what other elements are part of the branding process?

Branding or the process of creating a brand consists of various principles: one of them is defining your core brand values.

Your core or brand values are essentially a set of principles that shape every aspect of your business. Core values are the beliefs your company stands for and before you can start working on your brand identity, messaging and brand experience, you must identify your core brand values as they will help to create a clear sense of purpose and direction for your brand. They have also become increasingly important when it comes to consumers’ purchasing decisions.

Your brand values can also give your business a competitive edge, boost your credibility and customer loyalty. They also assist you in defining the following three elements of branding:

Proposition, Personality & Purpose

Core brand values also align your business with your target audience in order to build a customer base and create an annual revenue! Consumers want to relate to a brand that shares their beliefs which means, if your beliefs meet their ideals, the likelihood that they will continue to do business with you increases tenfold.

What’s an example for great brand values?

One of my favourite brands, because of their core values, is Patagonia. Their core values are:

  • Build the best product

  • Cause no unnecessary harm

  • Use business to protect nature

  • Not bound by convention

They’ve been around for over 40 years, but their vision has always been to produce eco-friendly apparel. They even promote ‘used wear’ and ask consumers to think twice before buying its products.

It’s important these days to connect with your audience on an emotional level as they are then less sensitive to prices, will visit your store more often, and buy more of your products and services. Having they right set of brand values can help turning first-time buyers into lifetime customers.

How can your core values help to shape your verbal and your visual brand identity?

Because your core values help to establish your brand personality! Think about how you want your audience to feel when they read your content. Should they feel empowered, informed, advised, amused? The same goes for your brand identity, i.e. those tangible expressions of your company, such as your logo, colours, typography and photography. Those elements will have to suit your brand personality.

In summary, there is a process to follow first in order to get to the point where you can start creating your brand image but fear not, the good news is a branding designer will do all that work for you and help you create a strong, successful brand for your business.