Brand values. Expressing your authenticity.
In a saturated marketplace it’s increasingly challenging for brands to create genuine connections with audiences. Consumer consciousness has evolved. People are more sophisticated than ever in their decision making process and are seeking out more meaningful products, services and experiences that reflect their own identity and beliefs. To meet the more discerning perspectives of contemporary audiences, businesses need to ensure that their brand consciousness is in check. Having a clear set of brand values that resonates is key to creating deeper engagement with audiences.
A brand’s values are simply what it stands for and what it believes in. They become a brand’s moral compass and give guidance on how to act in any given situation; they direct how the brand behaves and have an impact on day-to-day decision making. Brand values should resonate both internally and externally, informing audiences’ expectations of the brand and influencing product experience, recruitment criteria, and responses to both positive and negative situations.
A brand without a value system can be a brand in disarray. In the same way that a lack of brand vision and purpose leads to chaotic and disparate communication, the absence of brand values creates a void in the way an organisation conducts itself in the world. If we meet people who stand for nothing then we perceive them as cold and vacuous. The same applies to brands. How can audiences be expected to put their trust in brands that have no moral foundation, particularly in a climate that is becoming increasingly conscious of ethics and social equality. Organisations have to show that they play a part in this world not only commercially, but also socially, environmentally and ethically.
A brand’s values should be an authentic articulation of an organisation’s beliefs and not a prosaic set of nouns extracted from the corporate lexicon. They should be considered, sincere and honest. They can express strength, humanity and even vulnerability. Making a meaningful connection should be top of mind when considering values. If audiences resonate with your values on a deeper level, then the greater the likelihood that they’ll embed into their emotional consciousness, shaping their perception and influencing their choices.
It’s also about audiences seeing themselves and their own value systems in yours. For a longtime, businesses have been increasing their commitment to environmental, social and governance concerns along with improving diversity and inclusion. So, it’s only natural that they would want their partners and suppliers to share their values and integrity.
Establishing a brand values system can enhance harmony and drive ambition within businesses. It creates a common purpose, empowering individuals and galvanising the internal mindset. Values influence both behaviour and decision making, guiding advancement within meaningful parameters that ensure that ethics and integrity are adhered to along every step of the journey. When everyone is aligned in their thinking and attitudes it means you’ll have the right kind of talent to move business forward and achieve your goals.
It’s important to really consider what values are intrinsic to your business, so that you can create a distinct positioning that allows your brand to stand apart from the competition with substance. Authenticity is essential and can give you an advantage over bigger entities who’ve perhaps lost track of why they do what they do. All too often we see homogeny in sectors with new entrants emulating the ethos of more established entities. While certain audiences may have a comfortable confidence in bigger brands there’s always those looking for greater differentiation in the brands they align themselves with. Brands who reflect their attitudes and beliefs. When values are genuinely conceived from a more conscious level there’s greater opportunity to carve your niche. So, remember to be true to the original thinking that led to the brand’s inception.
Your brand’s values define your brand’s perception in the marketplace and are intrinsically linked to its success. They can be the difference between creating meaningful brand distinction and audience engagement, or falling into the sea of sameness where more discerning audiences can’t see any substantial difference between competitors. So, to seriously create belief in your brand, first, you’ve gotta seriously think about what you believe in.
