How To Define Your Core Brand Values (Steps + Examples)

Summary

Stephen Houraghan from BrandMasterAcademy.com introduces a five-step process to define core brand values, emphasizing their importance in guiding decisions and shaping brand behavior. He stresses the need for values to be actionable, memorable, unique, and timeless. The video highlights the role of brand leadership in establishing values that resonate with the audience and build a strong brand reputation, using Zappos as a case study for effective brand values implementation.

Takeaways

• 🎯 Brand values serve as an internal compass guiding decisions, actions, and behaviors, helping the brand stand for something meaningful to the market.
• 🌟 Building a brand goes beyond visuals; it requires strategy, psychology, and creative thinking to create a connection with the audience.
• 🔔 Subscribing to the channel and using the Strategy Blueprint can fast track results in brand building.
• 👥 People are drawn to familiarity and safety, which is mirrored in how they choose and trust brands.
• 📚 Brand values are a set of guiding principles that influence the brand's behavior and decision-making process.
• 👶 Values are shaped by upbringing and cultural background, and similarly, brand values are established to guide the brand's identity and reputation.
• 🚫 Brand values are not just a collection of keywords but should actively influence the brand's actions and be a part of its reputation.
• 🔑 Effective brand values should be actionable, memorable, unique, and timeless, reflecting the brand's personality and long-term vision.
• 🌰 Zappos is highlighted as an example of a brand with strong values that are embedded in their company culture and customer service.
• 👥 The brand leadership team, including the brand owner or senior management, is responsible for defining the brand values.
• 📝 A five-step process is suggested for defining brand core values, starting with identifying keywords and culminating in expanding them into unique, memorable sentences.

Q & A

What is the main focus of the video by Stephen Houraghan from BrandMasterAcademy.com?

The video focuses on teaching viewers how to define their core brand values to develop an internal compass for decisions and actions, ensuring the brand stands for something in the market.

What does Stephen suggest for those interested in building brands beyond just visuals?

Stephen suggests subscribing to the channel and hitting the notification bell for those who want to build brands using strategy, psychology, and creative thinking.

Why do people tend to gravitate towards certain brands?

People gravitate towards brands that offer a sense of familiarity and safety, which is often associated with trustworthiness.

What are brand values according to the video?

Brand values are a set of guiding principles that dictate how a brand behaves and make decisions, ultimately influencing the brand's actions and its connection with the audience.

How do brand values relate to the way people are raised?

Just as people are raised with certain values that influence their behavior, brands also exhibit values that guide their interactions and behaviors towards their audience.

What should effective brand values be?

Effective brand values should be actionable, memorable, unique, and timeless, reflecting the brand's personality and guiding its long-term behavior and reputation.

Can you provide an example of a brand that has successfully implemented its values?

Zappos is an example of a brand that has built a reputation for outstanding customer service, which is reflected in their carefully considered brand values.

Who should define a brand's core values?

The brand leadership team, which may include the brand owner, founder, or senior management, should define the brand's core values.

What is the five-step process Stephen outlines for defining brand core values?

The process includes: 1) Defining what is important in the way the business is conducted, 2) Defining the desired reputation in the marketplace, 3) Defining the nature of the brand experience, 4) Shortlisting the most important keywords, and 5) Expanding these into unique, memorable sentences.

How does the concept of brand values relate to the idea of a brand as a human entity?

The concept of brand values plays on the idea that a brand, like a human, has traits and behaviors that can connect and resonate with the audience, drawing them towards the brand based on shared values and beliefs.

What is the significance of brand values in influencing audience perception?

Brand values are crucial in resonating with the audience and influencing how they see the brand, as they reflect the brand's personality and the experience it aims to provide.