At Stamford Brand Marketing we are often asked by businesses to support them with advice on branding – some of our clients are looking at a rebrand, others planning to launch a new product or service and seeking to develop a Brand Strategy to underpin their marketing plans.
As part of the process of brand development we often work with our clients to define their businesses core Brand Values – here’s why
Why are core Brand Values important?
Core values communicate what you believe as a company and how you and your employees are working together toward a shared vision. This concept is powerful – by articulating what you stand for as a brand it tells customers and staff alike what they can expect from your products or services.
Studies show that organisations with employees who have shared values are more likely to have high customer satisfaction. Core values are critical to establishing a strong culture at your organisation, enabling everyone in your team to work together in creating or building a brand underpinned by a clear and consistent approach.
What makes core values effective
Simply having core values is not enough – the best value statements are ones that employees would be willing to adopt personally because they believe them so strongly.
To be effective your organisation’s core values should be…
- Core values mean very little if your team can’t remember them.
- They should be words or phrases that your entire team can recall
- Short, snappy phrases work best
- You should have no more than 5 or 6
- Empty words or phrases will do little good for your business.
- For core values to be a powerful tool for your brand, they should have deep meaning for your business.
- Your core values should be something you and your team are passionate about.
- Core values guide how your team works every day, each value statement should be an action word or phrase so your team can implement the values on a daily basis.
- For instance, using a word like “integrity” doesn’t mean much because it’s vague and doesn’t articulate well how someone should act. But, phrases such as “do the right thing” or “choose honesty” are actions that show integrity
- Ensure your values are explained in full detail – your brand shouldn’t be vague.
- Make sure they are clearly defined so people know what they mean.
- A good approach is to add a brief sentence which gives clarity to each value
- Your core values statements should reflect your culture and be unique to your business
- Although there might be other businesses with similar words or statements, the entirety of the list should be unique to your brand
- Your core values should have your brand’s DNA
Your core values should not change. And if they do, they should only change with a great deal of consideration. The idea of core values is that they are the guideposts for everything you do.
If you need support with your brand strategy or any other aspect of your marketing – from social media to SEO or PPC, video marketing or consumer research contact Stamford Brand Marketing on 01780 765238 or click here