Consumers are becoming increasingly conscious about what their spending endorses. As a result, communicating your brand values is important for storytelling, positioning and attracting the right customers.
Brand values signify what you stand for. Brand values indicate what customers can expect from you; from your products, services and ways of working.
Internally, brand values should guide your decision-making including hiring, team engagement, product development, client on-boarding, client service and more.
Here is our simple 3-step model to choose and write your brand values:
Select your brand values.
- First, think about what is non-negotiable for you. What do you refuse to compromise on, relating to both the ways you work and what you deliver to your clients?
- Reflect on what differentiates you.
- Now, scan through our list of brand values and circle the 10 that resonate with you.
- Go through again and eliminate 5.
- Go through again and eliminate 2.
Define what each value means to you.
A lot of the words in the list have become buzzwords, losing specific, deep meaning. There are also many interpretations, depending on context. Expand on the value with a short sentence to define what it means to you as a brand.
Finally, explain how the value shows up in your business.
What are the behaviours you commit to, in order to live into your brand values? Give tangible detail here as opposed to just aspirational words.
To bring this 3-step model to life, here are our values at Fiction.
Select: Passion
Define: A strong interest and care.
Explain: We are inspired by your love for your business. Our interest goes beyond copywriting and what we are responsible for. We care about where you have come from, what drives you and what you aspire to.
In all our interactions, you will find that we are very curious and highly engaged – and we’ll likely become true fans of your brand, using and touting your wares!
We care deeply about our work; we deliver what we promise to you, completed to our best standards and always on time.
Select: Connection
Define: Impactful relationships.
Explain: We cultivate genuine, trusting relationships with you, with monthly Zoom or in-person meetings and frequent email communications.
We write in a way to strengthen the connection between your business and your customers. This means every word is aligned with your brand voice and identity and is meaningful. Rounds of feedback are integrated into our workflow to ensure you feel confident about this.
Select: Intelligence
Define: The ability to consider complex topics, distill and create clarity. Explain: We’re intelligent in our understanding and ways of working.
We’re able to grasp your needs, regardless of your industry. We’ve written for food and wine brands, industrial services, corporate companies, apparel and lifestyle brands and more.
We love structure and transparency. From the start, we are all on the same page as to what will be done and by when. This allows us to work efficiently and accurately and allows you to step back, with feelings of trust and safety.
Once your brand values are written, share them on your website and your social media channels.
Place a reminder in your calendar to revisit and review your brand values, at least once a year. Be prepared to rewrite them if necessary.
If you need further assistance in writing your brand values, reach out to us at Fiction as we’d love to help!