A powerful brand has personality, values, ethics, and a unique identity. It’s not enough to be unique. Brands must also earn trust, so they need to demonstrate good values, ethics, and foundational beliefs.
How Values Operate
In times past, Google’s brand was beautifully described in the marketing catchphrase “Don’t be evil.” The tech giant wanted to separate itself from the unethical tech brands of the moment, and it achieved its goal well for several years. While it still uses the same catchphrase today, however, consumers no longer believe it. Google stopped making ethical choices and became so distant from its values that perceptions are that its entire brand identity has fallen apart.
How To Create Your Own Brand Values
Most businesses create their brand values according to their competitive advantage and the values consumers expect to see in the industry. Market research is a crucial part of this process, so building a powerful brand requires you to speak to your clients and employees. Find out what they value and what they’re hoping to see in the businesses they support. Marketing strategy consultants such as https://www.reallyhelpfulmarketing.co.uk/specialist-services/marketing-strategy-consultant/ can help you to gather that data.
Stay Consistent
If your business doesn’t behave according to the values it purports to hold, your entire branding exercise will be rendered useless. No business can get away with changing its brand values. Consumers care too much to let diversions slide.
Your brand values have a powerful effect on the value of your brand. Handle them well, and you’ll develop a long trajectory of success.
