Navigating the Soul of Your Brand: Crafting Meaningful Brand Values
In the bustling landscape of businesses, where choices abound, standing out isn't just an option – it's a necessity. This is where Brand Values come into play, serving as the guiding principles that shape your company's behavior, define what it stands for, and influence how it treats its customers.
The Essence of Brand Values
At the heart of every successful brand lies a set of powerful values. These values are more than just words on paper; they are the driving force that propels your brand forward. Think of them as the North Star, providing direction, purpose, and a shared dream for you and your team.
Three Dimensions of Brand Values
1. Owner Personal Values:
Reflect the personal values of the owner or founders. These values shape the character of the brand and its leadership.
2. Customer Experience Values:
Outward-facing values that define the brand's commitment to its customers. They influence how the brand is perceived and remembered.
3. Employee Experience Values:
Inward-facing values that create the company culture. These values guide internal decisions, interactions, and the overall work environment.
Inward-Facing Core Values: A Winning Strategy
Through experience with brands of all sizes, it becomes evident that Inward-Facing Core Values yield the most significant impact. When employees embrace these values, they become the driving force behind the brand's integrity, reflecting in products, services, and customer experiences.
The 7 Benefits of Brand Values
1. Ideal Company Culture:
Brand values shape the culture, creating an environment where employees thrive.
2. Moral Standards and Pride:
Values instill moral standards, fostering pride in being part of the brand.
3. Recruitment Magnet:
Attract top talent that resonates with your brand's values.
4. Simplified Decision Making:
Values serve as a compass, making decision-making processes more straightforward.
5. Clear Expectations:
Employees know exactly what is expected of them, fostering clarity.
6. Enhanced Customer Experience:
A positive internal culture translates into a better customer experience.
7. Contributing to Success:
Brand values become the backbone of overall company success.
Learning from the Masters
Coca-Cola's Leadership Symphony
Coca-Cola's core values, including Leadership, Collaboration, Integrity, and Quality, create a symphony that shapes their corporate culture. Each value aligns with the brand's identity and resonates both internally and externally.
Zappos!'s Journey of Weirdness and WOW
Zappos! takes an inward-facing approach with values like "Deliver WOW through service" and "Create fun and a little weirdness." These values reflect personal responsibilities that ultimately enrich the customer experience.
Crafting Your Own Values
A Thought Experiment
Imagine launching a new retail brand that sells other brands. How would you articulate values that not only resonate internally but also support the diverse range of brands you sell? Zappos!'s values provide a unique example – all personal responsibilities that seamlessly translate to exceptional customer experiences.
The Value Journey
Start your journey by brainstorming what your brand stands for. Consider at least ten values and articulate each in a sentence. Ensure that each value aligns seamlessly with the brand you're building, creating a cohesive narrative.
Beyond Words: Living Your Brand Values
While brand values often guide marketing and communications, their true power lies in how they manifest in every aspect of your organization. From recycling initiatives to employee on-boarding and customer service campaigns, every action should reflect and uphold the standards set by your brand values.
In crafting your brand values, you're not just shaping words; you're crafting the soul of your brand. Let every decision, every interaction, and every initiative be a testament to the values that define your brand's identity.
Embark on the journey of defining your brand's essence. What does it stand for? Brainstorm those values, weave them into a narrative, and watch as your brand transforms into a beacon of purpose and authenticity.
