How to Define Your Core Brand Values

How to Define Your Core Brand Values

Why do some brands effortlessly attract die-hard fans while others struggle to make a lasting impression?

The secret lies in their core brand values.

These aren't just fancy words plastered on office walls. They're the brand strategy of your business—guiding every decision, shaping your culture, and creating an emotional connection with your audience.

I've seen countless businesses flounder because they treated their values like an afterthought. Don't make that mistake.

In this post, I'll show you exactly how to define core brand values that mean something. Values that will:

• Attract the right customers (and repel the wrong ones)
• Inspire your team to do their best work
• Give you a competitive edge in a crowded market

Forget the fluff. Let's dive into the nitty-gritty of creating brand values that pack a punch.

🔰 TL;DR: Defining your core brand values is crucial for business success. This guide walks you through identifying, articulating, and implementing authentic values that resonate with your audience and drive your company forward. Learn how to create a strong brand foundation that attracts loyal customers and motivates employees.

What Are Core Brand Values (And Why Should You Care)?

Core brand values are the fundamental beliefs and principles that guide your company's actions and decisions. They're not just about what you do but why you do it.

Think of them as your business's ethos—keeping you on course when things get rocky.

Here's why they matter:

• They differentiate you from the competition. In a sea of sameness, strong values help your brand image stand out.
• They attract like-minded customers. People buy from brands that share their values.
• They guide decision-making. When faced with tough choices, your values provide clarity.
• They shape company culture. Values set the tone for how your team interacts and works.
• They build trust and brand loyalty. Consistently living your values earns respect from customers and employees alike.

I learned this lesson the hard way with my first business. We had “values”—generic buzzwords that sounded good but meant nothing. The result? A team that lacked direction and customers who saw us as just another faceless company.

Don't repeat my mistakes. Let's get into the meat of defining values that matter.

Step 1: Start with Self-Reflection

Before articulating your brand's values, you must understand what you genuinely care about.

This isn't about what you think sounds good or what your competitors say. It's about digging deep and uncovering the principles that genuinely drive you.

Ask yourself:

• What motivated you to start your business in the first place?
• What makes you proud of your work?
• What behaviours do you refuse to tolerate?
• What impact do you want to have on the world?

📊 Did you know? A 2023 study by Deloitte found that 83% of consumers are more likely to buy from brands whose values align with their own.

Take your time with this step. Your values will form your brand's foundation, so be brutally honest with yourself.

Step 2: Involve Your Team

Your brand values shouldn't be created in a vacuum. If you want them to resonate throughout your organisation, involve your team.

Here's how:

1. Survey your employees. Ask them what they think the company stands for and what values they believe are essential.
2. Hold brainstorming sessions. Get people from different departments together to discuss what makes your company unique.
3. Look for patterns. What themes keep coming up in these conversations? These are likely your core values in disguise.

Remember, your team is on the front lines every day. They often have insights into your brand that you might miss.

Step 3: Analyse Your Customers

Your brand values must resonate with the people you're trying to reach. Take a close look at your ideal customers:

• What do they care about?
• What problems are they trying to solve?
• What values do they hold dear?

📊 Interesting fact: A report by Edelman found that 71% of consumers lose trust in brands they perceive as putting profit over people.

Don't just guess—talk to your customers directly. Send out surveys, conduct interviews, or analyse social media conversations. The goal is to understand what truly matters to them.

Step 4: Study Your Competition (Then Ignore Them)

Take a look at what values your competitors are promoting. But here's the twist—don't copy them.

The point of this exercise is to find gaps in the market. What important values are being overlooked? What unique perspective can you bring to the table?

I once worked with a tech startup struggling to stand out in a crowded field. Everyone was claiming to be “innovative” and “cutting-edge.” By digging deeper, we realised that what set them apart was their commitment to ethical data practices. That became a core value that resonated strongly with their privacy-conscious target audience.

Step 5: Craft Your Value Statements

Now it's time to put pen to paper (or fingers to keyboard). Aim for 3-5 core values that truly capture the essence of your brand.

For each value, create a clear and concise statement that explains:

• What the value means to your company
• Why it's important
• How it guides your actions

Avoid vague buzzwords. Be specific and actionable.

Here's an example:

❌ Bad: “We value innovation.” 

✅ Good: “We embrace calculated risks to push boundaries and create meaningful change in our industry.”

Your values should be:

• Authentic: They reflect your true beliefs, not what you think others want to hear.
• Memorable: Easy to understand and recall.
• Actionable: They guide real-world decisions and behaviours.
• Distinctive: They set you apart from competitors.

Step 6: Test Your Values

Before you chisel your values in stone, put them to the test. Ask yourself:

• Do these values genuinely reflect who we are as a company?
• Would we stick to these values even if it meant losing money in the short term?
• Can every employee, from the CEO to the newest hire, understand and apply these values?
• Do these values resonate with our target audience?

If you answer “no” to any of these questions, it's time to return to the drawing board.

Step 7: Bring Your Values to Life

Defining your values is just the beginning. The real challenge is integrating them into every aspect of your business.

Here's how to make your values more than just words on a wall:

1. Lead by example. As a leader, your actions speak louder than words. Demonstrate your commitment to the values in your daily decisions.
2. Incorporate them into hiring and performance reviews. Look for candidates who align with your values and reward employees who embody them.
3. Use them in marketing and communication. Weave your values into your brand storytelling and messaging.
4. Make them part of your decision-making process. When faced with tough choices, explicitly refer back to your values.
5. Create value-based initiatives. Develop programs or projects that directly support and showcase your values in action.

🔑 Pro tip: Create a “values playbook” that gives concrete examples of how your values apply in different situations. This makes it easier for everyone to understand and live the values daily.

Real-World Example: Patagonia

Let's look at how outdoor clothing company Patagonia nails the concept of core brand values:

Core Value: “Protect Our Home Planet”

This value:

• Is authentic: Reflects the founder's genuine passion for environmental conservation.
• Guides actions: Influences everything from product design to supply chain management.
• Resonates with customers: Attracts environmentally conscious consumers who share this value.
• Differentiates the brand: Sets Patagonia apart in a crowded outdoor apparel market.

Patagonia lives this value by:

• Using recycled materials in their products
• Donating 1% of sales to environmental causes
• Encouraging customers to repair rather than replace their gear
• Taking bold political stands on ecological issues

The result? A fiercely loyal customer base and a brand synonymous with environmental responsibility.

Common Pitfalls to Avoid

As you define your core brand values, watch out for these common mistakes:

1. It's being too generic. “Quality” and “customer service” are table stakes. Dig deeper for truly distinctive values.
2. You are choosing aspirational values that don't reflect reality. Your values should be who you are, not who you wish you were.
3. Having too many values. Stick to 3-5 core values. Any more, they lose meaning and become hard to remember.
4. You are ignoring your values when it's convenient. Consistency is key. If you're unwilling to stick to your values when it's tough, they're not your values.
5. You are failing to communicate your values effectively. Your team and customers should know and understand your values.

The Impact of Strong Brand Values

When done right, core brand values can have a massive impact on your business. Here's what you can expect:

• Increased customer loyalty: People form stronger emotional connections with brands that share their values.
• Better employee engagement: A clear set of values gives your team a sense of purpose and belonging.
• Improved decision-making: Values provide a framework for making tough choices, especially in times of crisis.
• Enhanced brand reputation: Consistently living your values builds trust and credibility in the marketplace.
• More straightforward marketing messages: Values give you a focus for all your communication efforts.

📊 The numbers don't lie: A 2023 study by Havas Group found that meaningful brands (those with strong, authentic values) outperformed the stock market by 134%.

Conclusion: Your Values Are Your Superpower

Defining your core brand values is more than just a feel-good exercise. It's a critical step in building a business that stands the test of time.

Your values are your superpower. They attract the right customers, guide your decisions, and give your team a reason to care beyond just collecting a paycheck.

But remember—values are only powerful if you live them. They need to be more than just words on your website. They should be the driving force behind every aspect of your business.

So, take the time to define values that truly matter. Be willing to stand for something. Most importantly, I dare to stick to those values, even when complicated.

Your brand—and your bottom line—will thank you for it.

Now, it's your turn. What values will define your brand's future?

Frequently Asked Questions (FAQs)