How to Create Brand Values: A Step-by-Step Guide

Brand values are the guiding principles that shape every aspect of your business. They go beyond slogans or marketing phrases; they are the core beliefs that drive your decisions, shape your culture, and influence how your customers perceive your brand. Understanding how to create brand values and integrate them effectively is crucial for building an authentic, impactful brand that resonates with your audience.

In this comprehensive guide, we’ll take you step by step through the process of defining your brand values and show you how to bring them to life in your business.

Step 1: Reflect on Your Brand’s Mission and Vision

Your brand’s mission and vision are the foundation upon which your values will be built. The mission defines why your business exists, while the vision outlines where you aim to go in the future.

Take the time to articulate these key elements clearly:

• Why does your business exist, beyond making a profit?
• What impact do you hope to have on your industry, community, or the world?

For example, a mission to “make mental health resources accessible to everyone” pairs well with values like inclusivity and accessibility. A vision to “revolutionize how small businesses approach sustainability” might align with values such as innovation and environmental responsibility.

Step 2: Understand Your Target Audience

Your brand values must resonate not only with your internal team but also with your audience. To establish values that connect, consider:

• What matters most to your ideal clients or customers?
• What challenges do they face, and how do your services align with their needs and aspirations?

By aligning your values with those of your audience, you’ll create a stronger emotional connection. For instance, if your audience prioritizes ethical sourcing, your brand values might include transparency and responsibility.

Step 3: Evaluate Your Company Culture

Your company culture offers valuable insights into your existing brand values. What behaviors, attitudes, and practices are already ingrained within your team?

For example:

• Are you already prioritizing collaboration? This could lead to a value like teamwork.
• Is innovation celebrated? Creativity might be a core value.

Take stock of what’s working well and identify areas where your culture could better reflect the principles you want to embody.

Step 4: Analyze Competitors to Differentiate Your Brand

Competitor analysis is an essential step in defining brand values that set you apart. Look at the messaging and positioning of competitors in your industry:

• What values do they emphasize?
• Are there gaps in the market where your values can shine?

For example, if competitors highlight speed and efficiency, but fail to address customer service, you could differentiate yourself with a value like compassion or attentiveness.

Step 5: Brainstorm and Refine Your Brand Values

Gather your team and brainstorm a wide-ranging list of values that resonate with your business. Ask questions like:

• What principles drive your decision-making?
• How do you want customers and employees to describe your brand?

Once you’ve brainstormed, narrow the list to three to five core values that truly represent your brand’s essence. Each value should:

1. Be meaningful to your team and customers.
2. Align with your mission and vision.
3. Set your brand apart from competitors.

For instance, a luxury wellness brand might select values like holistic care, elegance, and empowerment.

Step 6: Internalize Your Brand Values

Brand values are not effective if they’re only mentioned in marketing materials. They must be embraced by everyone within your organization.

Communicate your brand values internally through:

• Team meetings and workshops to ensure alignment.
• Incorporating them into hiring processes to attract candidates who share these values.
• Leadership modeling behaviors that reflect the brand values daily.

When your team lives and breathes your values, customers will naturally feel the authenticity in every interaction.

Step 7: Infuse Brand Values into Your Messaging

Your values should shine through in all customer touchpoints, from your website and social media to your advertising campaigns and customer service interactions. Here’s how to bring them to life:

• Website Content: Use your values to craft an “About Us” page that tells your brand story and highlights the principles that guide your work.
• Social Media: Share posts and stories that reflect your values, such as behind-the-scenes content showing ethical practices or community involvement.
• Customer Service: Train your team to embody your values in every client interaction, ensuring your customers experience them firsthand.

Consistency is key. When customers encounter the same core principles across all channels, it builds trust and reinforces your brand identity.

Why Brand Values Matter

Defining and integrating brand values offers several powerful benefits:

• Authenticity: Genuine values differentiate your brand from those that only focus on sales.
• Connection: Shared values foster trust and loyalty among your audience.
• Decision-Making: Your values provide a framework for navigating challenges and opportunities.
• Employee Engagement: Values-aligned employees are more motivated, productive, and invested in your business’s success.

For example, Patagonia’s values of environmental sustainability resonate deeply with their target audience, creating a brand loyalty that extends far beyond their products.

Conclusion: Create Brand Values That Inspire

Crafting meaningful brand values is not just a branding exercise—it’s a strategic step toward building a business that stands out and connects authentically. By reflecting on your mission, understanding your audience, and fostering alignment across your team, you can create values that guide your business and inspire trust.

At Liberty Type, we specialize in helping businesses uncover their unique brand identity and translate it into messaging and design that drives success. Ready to define your brand values and build a stronger, more authentic brand? Contact us today to get started.