Chapter 3. Brand Values

Each of us has values, whether we have taken inventory of them is another question. Perhaps, it's time to do so. The way we think, what we believe in, and even how we treat ourselves, all reflect in what we do. For example, I believe that children are the most precious thing we have, and when producing goods for children, I will greatly prioritize safety. Thus, my values will transform into the qualities of the products I release.
If you are reselling "banana peels" on marketplaces, you don't need a brand, and moreover, you can run a business, making a profit without having a brand. A brand is a long-term investment in the reputation of your own business. If it doesn't concern you, and your only value is "after me, the deluge," then don't bother reading this book. Buy cheap, sell at a high price, you don't need any branding advice.
For those who want to build a community of loyal followers for their brand brick by brick, your task is to write a list of your values in an arbitrary form and then, next to each one, describe how it will be reflected in the properties of your products and services.
Example from my agency:
My Values:
I believe in the importance of etiquette and respect among people.
I believe in beauty, its demand, and its attracting power.
I believe in the joy of creativity.
How it transforms into my business values:
Legal cleanliness in document flow, thoroughly planned business processes, punctuality, and responsibility at every stage.
High-quality design, professionalism of my team, and a high standard of the products (services) we create.
Constant search for creative solutions aimed at maximizing the efficiency of the products we create.
I invite you to create a similar list of your brand values, which will serve as the foundation for the standards of your future products and services.
Now, let's talk about why it is crucial to determine brand values at the start of a project.
Brand Values: Creation, Influence, and the Importance of Defining Them at the Project's Start
Brand values play a fundamental role in shaping its identity, direction, and long-term success. They define what a company believes in and stands for, as well as influence its actions and interactions with customers, employees, and partners. In this article, we will explore how brand values are created, their impact on a company's activities, and why it is essential to define them at the start of a project.
1. What are brand values?
Brand values represent the core principles, beliefs, and ethical standards that underpin its activities. They define what the brand values and considers important, serving as a guiding framework for decision-making, strategy development, and establishing relationships with stakeholders. Brand values form the "DNA" of the brand and help it differentiate itself from competitors.
2. How are brand values created?
Brand values can be created at various stages of its development. They may arise from the founder of the company, reflecting their personal beliefs and values. They can also be determined through a collective process involving the team and employees. Often, brand values emerge from the analysis and study of goals, target audience, and competitive environment to identify what makes the brand unique and desirable in the market.
3. The impact of values on company activities
Brand values have a profound impact on a company's activities, shaping its culture, strategies, and interactions with customers and partners. They serve as a compass for decision-making and actions, influencing the business model, products and services, marketing campaigns, communications, and corporate responsibility. Brand values become the foundation for building and maintaining long-term relationships with customers, as they help define the values and advantages the brand offers and how it can meet the needs of its target audience. Values also influence internal company processes, shaping its culture and employee behavior, while attracting and retaining talented individuals who share these values.
4. The importance of defining values at the start
Defining brand values at the start of a company is a critical step. In the initial phase, when the brand is just forming, defining values helps establish the foundation of its identity and direction. This ensures that the brand will be oriented towards specific values and principles from the very beginning, facilitating the establishment of connections with customers and avoiding potential conflicts or inconsistencies in the future.
Defining values at the start also helps attract and build a team of employees who share and support these values. This contributes to the formation of a strong corporate culture and enhances team collaboration. Additionally, defining values at the start facilitates the development of strategies, as they are built around these values. This allows the brand to stand out in the market and create a unique proposition that aligns with the values and expectations of its target audience.
In conclusion, brand values play a crucial role in shaping its identity and direction. They are created through analysis, research, and collective processes, and their definition at the start of a company is crucial for its long-term success. Brand values influence all aspects of a company's activities, shaping its culture, interactions with customers, and talent attraction. Defining values at the start helps the brand create a clear and consistent identity, set a direction for development, and build long-term relationships with customers. Brand values serve as a foundation for strategic decision-making, business model formation, product and service development, as well as communication strategies and marketing campaigns.

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