Ever wondered why some brands resonate deeply with their customers while others fall flat? It often boils down to a clear understanding of brand values.

One of my favorite things to do is help clients refresh their brand identity. (Or better yet, build one from scratch!) While I love a well-prepared client, I often encounter an interesting challenge: clients who’ve put the work in to craft their Company values (yay!) and expect they will translate directly into their Brand values. (Nooo!) Because these cannot be one in the same.

Understanding Company Values

Company values serve as the foundation of your business—they reflect your mission, culture, and operational ethos. Yet, brand values are not synonymous with company values —they lack your customers’ perspective. While your company values should certainly influence your brand, their objectives differ significantly.

The Role of Your Customer

Your company must focus on profits, processes, and employees, but a brand’s core is rooted in its relationship with customers. To develop your brand values, you must delve deeper than just what matters to your company. Understanding what’s most important to your customers is crucial.

Finding the Overlap

To identify your brand values, try these steps:

Identify your company values.
Research your customer to understand their values and needs.
Find the common ground and use that to build out your brand values.

Ready to Align Your Values?

What values resonate most with your customers? How have you seen this affect your brand? If you're ready to align your company and brand values, let’s work together to create a brand that truly reflects who you are and resonates with your customers!