A good brand should have a set of brand values. Those values should radiate from everything and penetrate deep into the brand core. Your brand is built on reputation and the connections that consumers make with it. Use your tools like your website, your social media, advertising and experiential experiences to bring those values to life. It should strengthen the connections that the consumer makes when thinking about you and your offer by giving relevant messages, telling the story you want to get across.
Whatever brand values you put at the heart of your business you must, above all, be honest. This isn’t a wishlist – this is who you are. And don’t mix up a brand with it’s brand values. You would be amazed how many companies have a brand, the logo, the colour palette, the typeface and the photography style, but that’s where it ends. This is purely the gloss of a brand. The values go much deeper. It’s about the way you work and not just with consumers, but with staff and suppliers. The most important thing about creating these values is that they become a constant running thread through everything you do. Repeat business is built on shared values.