How to Define Your Brand’s Core Values (Part 1 of 6)
Crafting a powerful brand voice begins with understanding what your brand stands for—your core values. These are the fundamental principles that guide your business and shape the way you interact with your audience. When you have clarity on your core values, everything from your messaging to your marketing aligns with those principles, creating consistency and trust.
This blog is part of a 6-part series on crafting your brand’s voice and message, based on my new book Engage and Thrive: A Guide to Building a Strong Online Community of Raving Fans. In this series, we’ll break down the key steps for defining your brand’s identity and turning it into a clear, consistent voice that connects with your audience.
Why Core Values Matter
Core values are the foundation of your brand. They reflect the heart and soul of what your business is all about and serve as a compass for every decision you make, from how you communicate to how you develop your products or services.
For example, Apple has built its brand around values like innovation and simplicity. These values influence everything they do—from the clean, minimalist design of their products to their messaging, which emphasizes empowering users through intuitive technology.
When your audience knows what your brand stands for, it’s easier for them to connect with you on a deeper level. You’re not just selling a product or service; you’re offering an experience that aligns with their own values.
How to Identify Your Brand’s Core Values
Identifying your core values takes introspection and a clear understanding of what drives your business. Here are three steps to get you started:
- Reflect on Your Personal and Business Beliefs: What beliefs guide your life and business decisions? Do you value transparency, creativity, or customer service? Start by listing the values that feel most important to you.
- Think About Your Audience: What values resonate with your target audience? If you run a sustainable clothing brand, for example, eco-consciousness and ethical manufacturing might be top values that align with your audience’s beliefs.
- Narrow Down Your List: Once you have a broad list, narrow it down to three to five core values. These should represent the non-negotiable principles that define your business. Ask yourself if these values are timeless and whether they reflect what you want your brand to be known for in the long run.
Example:
Let’s take an example of a small, independent coffee shop. After reflecting on their business, they might decide that their top three core values are community, sustainability, and quality. These values guide everything from their product sourcing (sustainably grown beans) to the experience they provide in their shop (creating a space for people to gather and connect).
How Core Values Shape Your Brand’s Voice
Your core values influence the tone and message you use in all communications. If your brand values transparency, your voice might be straightforward and open. If creativity is a key value, your tone might be playful and inventive.
For instance, Patagonia’s brand values include sustainability and environmental activism. This is reflected in their voice, which is both passionate and serious about ecological issues. Their messaging often takes a stand on environmental concerns, aligning their brand with audiences who share those values.
Action Step:
Take 30 minutes to reflect on your brand’s core values. Write down five values that represent what your brand stands for and why. Once you have your list, narrow it down to your top three values, the ones that are most central to your mission. Keep these in mind as we move through the rest of this series.
Next in the Series:
Next Monday, we’ll dive into understanding your audience—because you can’t craft a compelling brand voice without knowing who you’re speaking to. We’ll explore how to create a detailed audience persona and use it to shape your messaging.
This blog is part of a 6-part series and is an excerpt from my new book, Engage and Thrive: A Guide to Building a Strong Online Community of Raving Fans. To dive deeper into crafting a powerful brand voice, grab your copy today on Amazon!
Veronica Goldspiel, a #1 best-selling author and veteran freelancer with over two decades of experience, has worked with top motivational and self-improvement speakers worldwide, including luminaries like Tony Robbins and T. Harv Eker.
Veronica’s expertise spans various sectors, from healthcare to entertainment, and offers a holistic approach to business and personal growth. Her extensive skills in social media management, content creation, and book publishing as well as health and wellness continue to empower clients globally.
As an author, Veronica penned works such as her #1 Best Sellers Freelance Success Secrets: 21 Essential Habits That Will Transform Your Freelance Business From Surviving to Thriving, Dream Catchers: Mastering the Art of Realizing Your Dreams and From Likes to Profits: A Guide to Choosing the Most Profitable Social Media Platforms for Your Brand. She is also the author of Finance for Freelancers: Maximize Income, Manage Cash Flow, Minimize Stress, Reflections for Dream Catchers: The Inspirational Book of Wisdom for Your Journey to Success, and Making Your Business a Social Media Superstar: A Step-by-Step Guide to Creating, Maintaining, and Promoting Your Online Presence. You can connect with Veronica at: www.goldspielcreativeenterprises.com
