Choosing Brand Values: Are Yours Doing Their Part?

Brand values are the heartbeat of your brand. They guide every decision, from your visual identity to how your team interacts with customers and each other. They shape your company culture and influence how your audience perceives you.

However, many people choose core brand values just to check a box rather than to inspire and drive decisions. Let's dive into how to choose core values that genuinely work for your brand.

"It's not hard to make decisions when you know what your values are." - Roy Disney

Starbucks vs. Your Local Coffee Shop

Imagine a local coffee shop and a Starbucks on the same block. Their prices are similar, and so is the quality. Yet, every day, you choose the local coffee shop over Starbucks. Why?

Because of what you value. You might appreciate the grit of a small business or their charity efforts, like donating 5 cents from each cup to a local organization. Perhaps they’re an all-women-led business, or they remember your name every time you visit. These values align with yours, creating a deeper connection.

Customers connect to your brand through shared values.

The Problem with Typical Brand Values

Typical brand values often include trust, integrity, loyalty, and honesty. While these are good values, they can be overused and uninspiring.

Why? Because they tell instead of show. If someone tells you they’re trustworthy, you might doubt it. But if they show consistency and compassion, you’re more likely to feel they’re trustworthy.

Trust must be built and maintained through actions, not just words.

Choosing Brand Values

You want your values to work for you. Instead of generic words, choose values that truly embody what you believe in. This will create a deeper connection with your audience. Choose real values that resonate with their real values.

Technical Specifics for Choosing Values

• Align with Your Brand Personality: Is your brand rugged, intellectual, or perhaps a bit sexy? Choose words that authenticate that personality.

• Use Power Thesaurus: Find synonyms that better suit your brand. For a rugged brand valuing determination, you might choose courage or grit.

• Make Them Actionable: Create a short phrase for each value. For example, "Courage - Have guts in the face of failure."

• Be Selective: Limit your core values to no more than five, with four being ideal, so they’re easy to remember.

Living Your Core Values

Your core values should align your team. All employees, including new hires, should know and embody these values. If you're updating or implementing new values, involve your team in the process. Train them and empower them to lead. Be prepared to make tough decisions if someone won’t get on board.

Values That Stand for Something

In summary, brand values aren't just corporate jargon. They shouldn't be chosen just to check a box. Make your values stand for something and breathe life into your entire brand.

Are you ready to elevate your brand with Tyche Digital Agency? Apply to work with us.