Finding Your Brand Values

Have you ever refrained from buying a product or service because the company’s values were not aligned with your own? Well, you aren’t alone. It was found that 77% of consumers buy from brands that share their values. But what are brand values? Brand values are the fundamental beliefs that a brand has. Your brand mostly likely already has those values, so today, we’ll find a way to put them into words.

The Benefits Of Brand Values

Well-engrained brand values start by attracting the right consumers to your brand. The consumers who have similar values as your brand. These consumers are going to bring loyalty and long-term business. Loyal customers are 50% more likely to try new products and will spend 31% more than new customers leading to repeat purchases.

With well-defined values, brands can also start to become consistent with their messaging which builds trust, authenticity, and loyalty. Not to mention, having consistency with your brand values helps to achieve effective inbound marketing by creating content that is valuable and tailored to your customer.

How To Find Your Brand Values

Now we can get into the magic of finding your brand values. As I mentioned above, your brand mostly likely already has values, it just finding a way to put them into words. There are many ways to uncover your brand values, I found ReDrew Innovation’s brand values by doing keyword research into aspirational brands. You can also start by reflecting on your customers, any negative experiences your brand has had, or what your brand has already done.

To begin the keyword research, I recommend starting by pulling out a piece of paper and writing down your answer to these questions.

What industry do you work in?
What kind of work do you do?
What companies do you look up to?

These companies don’t necessarily need to be in the same industry as you.

Now list 10 companies that fit these questions.
Next, find the values of these 10 companies.

You aren’t guaranteed to find the values of all 10 companies but this goes to further show the importance of making sure your brand values are well integrated.

Lastly, find the keywords that are showing up consistently during your research.

Those are the values that seem to connect most for your brand.

The last step is to tailor those values to fit your brand.

Don’t just simply state your brand values diversity. Say your brand values diversity and then explain why or how.

It can be easy to go overboard with adopting brand values. However, your values need to be clear and memorable, Hotjar recommends having anywhere from 3 to 10 values.

Now that you have picked and defined your brand values, you need to make sure that as a brand, your values are well integrated into your marketing communications. Consistency is how you will reap the benefits of your values.

Check our ReDrew Innovations brand values for free inspiration!