Guide to Core Brand Values

Values that survive contact with a real decision, not a wall poster.

105 downloads

Length: 8 pages
Exercise: 5 steps
Includes: Example word bank
Download file: PDF · 54 KB

WHAT IS INSIDE

–A five-step values exercise
–Narrowing a brainstorm to two to four values
–Explaining each value in your own words
–Finding evidence in the way you work
–Turning your values into client-facing messages
–An example word bank

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Choose values you can actually point to.

Words like quality and integrity do very little on their own. The useful question is what they mean in your business, and where a customer would notice them.

This short guide takes you from a loose list of ideas to two to four values, then helps you explain how you demonstrate them and use them in your messaging.

Who this is for

Your values could describe almost any other business.
You are defining a new brand and want more than a list of nice words.
You want your message to reflect how you actually work.

What this helps with

Choose a small, meaningful set.

Brainstorm, then narrow your list to the two to four values that deserve to guide the brand.

Give each value a meaning.

Expand each word into a statement that says something specific about your business.

Put the values to work.

Connect them to real behaviour and turn them into messages your clients can understand.

Take a look inside

Select a preview to explore and zoom.

One page of the example word bank, page 6.

Put it to work

Get a blank page ready.

Use paper or a document of your own. The guide walks you through the exercise.
Work through the five steps.

Move from a brainstorm to a shortlist, then write out what each value means in practice.
Use the language where it matters.

Bring those specific examples into your website, offers and conversations with clients.