- HoneyHat

What is the brand value?

What a brand stands for and what it believes is the essence of a company. These are the fundamental principles that guide the customer’s experience and the way the company operates, usually from an ethical or humanitarian perspective. Brand values affect every aspect of the company.

Creates its business plan
Sources of materials for production
Manufactures products
Distributes or provides services
Hires, manages, and motivates team members
Using its revenue

Brand values are often more political, such as sustainability, human rights, and environmental protection. Brand values are also based on ideals such as teamwork, courage, responsibility, respect, compassion and creativity.

Source

Find your brand value

Take note of the following tips and considerations as you develop and integrate your brand values within your company.

Focus on what’s important

Do a quick online search or interview some people to get a lot of great ideas. The most authentic way to discover your brand values is to examine your personal values and then determine what you can do to bring them to life. Ask yourself questions like:

What is important to me?
What impression do you want to make on the world?
What do I like about helping others?
Who has inspired me by their own actions?
What can my business do to make a difference in the world?

Collaborate within your team

The core values of a company represent the entire company. Include your team members in the process. This includes partners, co-owners and employees who work on the ground to bring your business to life.

By involving your team, you can better integrate values into your business’s foundations and everyday processes and practices.

Be realistic

You may want to become a carbon neutral company but the tools, materials and processes you’ll need to achieve this are not realistic. Take it easy on yourself in these situations. You can set goals like becoming carbon neutral in five years instead of rushing to the finish line.

Be inspired by other companies

Some brands are doing incredible things. It’s not a bad idea to start with some research. Look at other brands within your industry and niche, and even outside your industry and niche to see what they are up to.

You might learn new ideas and strategies to help you develop core values.

Implementing brand values

It’s now time to put your brand values into action. It requires some strategic planning, as they should affect every aspect of your company. Here are some tips on how to live your brand’s values.

Make sure they are front and centre

In both digital and physical environments, you should highlight your brand values. By highlighting them on popular channels, you can keep them front and center in your business. Consider these areas:

Documentation for the company: Core brand values of the house in a document that is accessible to everyone .
Display of workspace: Consider showing your brand values in your central headquarters’ boardroom or at the entrance.
Communication channels Pin Your Brand Values to Highly Frequented Channels in Team Communication Apps like Slack.
Openings of meetings: Brand values should be discussed at the beginning of important meetings such as quarterly all-hands calls.
Onboarding new employees: Spend time explaining your brand values to them when they first join the company.

Share them with customers

In order to captivate buyers and build brand loyalty, you must effectively communicate the brand values through various marketing touchpoints.

Allbirds is a great example of a brand who has demonstrated its commitment to sustainability by displaying it in various places.

Here’s a list of ways you can communicate directly with your customers about the brand values that you want to promote:

Website: Use your About Us page as a way to explain your brand values.
Marketing: Remind your audience of your brand values by using email marketing or social media.
Packaging: Integrate your brand story in your packaging. Use icons and short text to quickly communicate what is important to your business.

Embed them into your business

Do you want to incorporate brand values in your daily life with maximum efficiency? You need to make sure that these values are embedded in all your actions and decisions. Here are some ways to integrate brand values into your business.

Operational Integration: Think about how you can integrate your brand values into your daily business operations. You might consider partnering with eco friendly suppliers or offering employee benefits like paid leave that are aligned with your goals.
Approach centered on the customer: Examine your policies for customers and find ways to align these with your business goals. You can, for example, incorporate policies like product repair services if your brand values emphasize sustainability.
Employee empowerment: Find employees who are passionate about your values and contribute actively to their implementation within the company. You can cultivate your brand’s essence by nurturing these individuals.

Examples brand values

Check out some examples of companies who have made a name in the area.

4Ocean: Ocean conservation

4Ocean, a business with a mission, aims to reduce the ocean’s plastic crisis. The proceeds of sales are used to fund the work of volunteers who remove plastic from oceans, rivers and coastlines. 4Ocean manages an ocean cleaning operation directly, making it one the few organizations that can make such a direct contribution.

Two surfers founded the company after they saw the effects of ocean pollution firsthand. The bracelets were sold to raise money for their cleanup and conservation efforts. The company is now a much larger organization. It has removed millions of pounds worth of trash from oceans and expanded its product range to include apparel and subscriptions.

Dove – Self-esteem education

Dove, a hygiene and beauty brand, has long been an example of a brand with international reach that places its values at the forefront. The Self-Esteem project, its current campaign, is aimed at improving self-image, body image, and self-esteem for millions of youth.

To help achieve this goal, the company partners with educators and organizations around the world. This partnership has even been extended to the TV series Steven Universe which airs on Cartoon Network.

Boy Smells – Gender inclusiveness

Boy Smells sells intimate apparel, candles and fragrances. The brand’s core value is inclusivity and gender expression. One of the founders describes the brand as “a permission to harness power wherever you want.” The founders hope to help customers love their identity on a daily basis.

The company began with candles. The company continued to expand, eventually launching unmentionables and intimate wear lines, as well as fine fragrances and skin care products.

Brand value is more important than ever

The consumer of today is sophisticated and selective. The importance of core values is increasing with every passing day. This is especially true as a new generation of consumers emerges. Core values are a key part of any strong brand strategy. They also act as a beacon for customers who share your values.

Remember: It’s important to stick by your values. You must be able to clearly demonstrate that you are following through with the promises made to your audience. It can be more damaging to your brand values than failing to deliver on promises. When you do it right, the impact can be priceless.

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Author: Amanda Gaid

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