Like the word ‘brand’ itself, the term ‘brand values’ is perhaps a little over-used in design and marketing circles, but it does relate to important aspects of how people see your organization. It’s what you stand for and it can be communicated either explicitly or implicitly in what you do. But imbuing your company’s brand with a set of values is tricky for a number of reasons.
Firstly, everybody wants the same kinds of values to be associated with their business. It is good you know that most companies want these values evident in their brand be it quality, openness, innovation, individual responsibility, fairness, respect for the individual, empowerment, passion, flexibility or pride but unfortunately it does not work out like that.
Secondly, it is not easy to communicate values: overt marketing may seem disingenuous, while not communicating your values in any way may result in people not seeing what you stand for. And lastly, any values you portray have to be genuine and upheld in the way your organization operates.
Brand Consultants can help you clarify what your organization or business stands for and then they can develop ways for you to communicate that effectively. This might be through graphic design, language, advertising, staff training, the materials used in product manufacture and so on.