How to create your brand values

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How to create your brand values

Apr 11, 2021

Your set of values are the code by which your brand must think and act, it is your belief system. It’s what ensures you stay true to what you believe in at all times and it’s one of the most important tools to ensure you create a consistent brand.

It’s how your brand behaves and how you expect your team to behave also.

Your brand values also influence consumer buying decisions and affect your sales and profits because people are more likely to buy from a brand whose values are aligned with their own.

You build a community through your values. People are attracted to like-minded brands and people. Your brand values filter out your audience.

“Values are like fingerprints. Nobody’s are the same. But you leave em all over everything you do.” ― Elvis Presley

Brand Values consist of 5-8 nouns that define what your brand believes, how your brand thinks and what your brand stands for. At The Brand Brigade we also like to put a small phrase or statement with each word to help bring greater meaning to the value. This set of words and phrases then becomes a checklist for you moving forward to assure anything you are doing with your brand is aligned to your values. And that includes hiring your staff. Throughout your recruitment process you will make sure that any candidates are aligned to your brand values.

How to define your brand values?

There are many different ways to define your values. At The Brand Brigade we use two methods. The first activity we do is a Post-It Note activity that generates a list of your values by the end of the activity.

The second activity we do is a sense check. This involves analysing a person in the world that you think exemplifies what your brand stands for.

It’s the outcome of both of these activities that become your final list of brand values.

If you want to learn the exact steps on how to do this, take a look at our How to Build A Rockstar Brand course. Defining your brand values is a module within our course that guides you on exactly how to do this.

Ikea and its brand values

Ikea live by a strong set of values. These values are the compass that guides everything they do. Their culture is formed when they put these values into action. Their values are:

Togetherness. Togetherness is at the heart of the IKEA culture. We are strongest when we trust each other, pull in the same direction and have fun together.

Caring for people and planet. We want to be a force for positive change. We have the possibility to make a significant and lasting impact — today and for the generations to come.

Cost-consciousness. As many people as possible should be able to afford a beautiful and functional home. We constantly challenge ourselves and others to make more from less without compromising on quality.

Simplicity. A simple, straightforward and down-to-earth way of being is part of our Smålandic heritage. It is about being ourselves and staying close to reality. We are informal, pragmatic and see bureaucracy as our biggest enemy.

Renew and improve. We are constantly looking for new and better ways forward. Whatever we are doing today, we can do better tomorrow. Finding solutions to almost impossible challenges is part of our success and a source of inspiration to move on to the next challenge.

Different with a meaning. We are not like other companies and we don’t want to be. We like to question existing solutions, think in unconventional ways, experiment and dare to make mistakes – always for a good reason.

Give and take responsibility. We believe in empowering people. Giving and taking responsibility are ways to grow and develop as individuals. Trusting each other, being positive and forward-looking inspires everyone to contribute to development.

Lead by example. We see leadership as an action, not a position. We look for people’s values before competence and experience. People who ‘walk the talk’ and lead by example. It is about being our best self and bringing out the best in each other.
Have you defined a clear set of values? Do you know what you stand for and are you putting those values into action? If not, time to get your values happening.

Jodie + Em xx


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