Having a brand value proposition should differentiate you from your competitors, and help fix your brand in the minds of your target audience. This is no easy task, and we have already looked at the pitfalls that can come with brand values that are too indistinct or general.
Whatever brand values you do develop and define, they should be:
How do you go about the process of creating and refining these values?
You must first go beyond the obvious and find what really matters to your audience, and how your brand can express it. For this, you’ll need to find values that go deeper than general words such as friendly, trustworthy and reliable. Ignore these kind of idealised terms and find something that reflects the uniqueness of your brand.
In line with this, you need to know who your customers are, and your competitors. How would your customers describe your brand, and how would they compare it to a rival brand? Is there a gap in the market you can fill, and how would filling it help define your brand?
This is why it matters that your brand stands for something. Are there things that people already associate your brand with that could be a launchpad for developing your brand values?
Consistency is crucial. You should build your brand values to last, and they should be as simple a distillation as possible of what your business stands for.