Your core values aren’t just feel-good phrases on your website, they’re the beating heart of your brand strategy. Done right, core values guide every decision, from the products you create to the way you treat your customers. Yet, many brands either fail to define their values clearly or stop short of embedding them into everyday operations. Here’s why core values are essential for authentic, long-term growth and how you can make them work for your brand.
In today’s transparency-driven marketplace, your values set you apart. Consumers increasingly prioritize brands that align with their beliefs, making core values a competitive advantage. According to the 2024 Edelman Trust Barometer Global Report, 68% of consumers will choose or avoid a brand based on its stance on social or environmental issues. Core values provide:
Consider the brand of Patagonia, where environmental sustainability isn’t just a marketing angle for them; it’s woven into every part of their business, from eco-friendly materials to bold activism. This unwavering commitment has transformed its customers into loyal brand champions.
Core values aren’t invented in a brainstorming session; they’re uncovered through a deep understanding of what your brand truly stands for. Here’s how to define them effectively:
Ask yourself:
For example, TOMS Shoes’ purpose to “improve lives” underpins their one-for-one giving model, turning a simple shoe purchase into a statement of global impact.
Your employees experience your brand culture every day. Conduct workshops or anonymous surveys to gather their perspectives. This not only helps uncover authentic values but also creates buy-in for living them out.
Use surveys or social listening to find out how your customers perceive your brand. Are your values coming across clearly? Do they resonate? This external validation ensures your values aren’t just internally aligned but also externally impactful.
Defining values is step one; living them is what builds trust. Here’s how to embed your core values into your strategy and operations:
Every major decision should align with your core values. For example:
Your values should shape the narrative behind every campaign. For instance, Ben & Jerry’s commitment to social justice is evident in their activism-focused campaigns, from climate change awareness to voting rights.
Employees are your most visible brand ambassadors. Make sure they embody your values through the following:
Do your website, social channels, and customer support reflect your core values? Regular audits ensure that every interaction aligns with what your brand stands for, strengthening trust and loyalty.
Core values aren’t just a branding exercise but a powerful driver of sustainable growth. They foster trust, loyalty, and differentiation in crowded markets when clearly defined and authentically lived. Don’t just talk about what matters; show it. Build your strategy around your values, and you’ll create a brand that stands the test of time.
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