In a world of white noise, businesses and brands are working harder than ever to cut through and engage their audiences. There are many tactics to do this – shining a light on your brand values is one.
Brand values play a crucial role in shaping an identity and influencing customer loyalty, but only if they’re authentic and fully executed. So how do you know if you’ve got the right values, ones that support your business goals and mean something to your audience?
Here’s our advice…
Do your values support delivering your mission? Are they relevant to how you will achieve your long-term goals? If the connection isn’t obvious that might be a sign you need to revisit your values.
Ask them what words they would use to sum up what they think you stand for as a brand, it’s interesting to see how much they correlate with the values you have set for yourself.
Values look great in words, but they become powerful when they become actions. Look at your customer service, marketing materials and communications to see if what your giving to your target audience is bringing your values to life.
Your marketing team probably know your values inside and out, maybe management do, but what about everyone else? Ask them questions to reveal if your values are coming through in the every day. And if you really want to know how well the culture is aligned, ask them what your values are!
Remember, your values represent your core beliefs so need to be authentic and stand the test of the time because they are what helps you build long-lasting relationships with your audience.