Realise the power of your brand’s Values

Overview

A brand’s values represent what it stands for and what it believes in; they are the guidelines that form its moral compass. Values provide direction on how to behave in any given situation; they dictate the behaviour of the brand and influence decisions. The values you choose can be applied to everything, including the product experience, choice of staff, and how you react in a crisis.

Values should be clear, authentic and resonate with everyone inside the organisation. They need to be clearly understood by employees, adopted by them and consistently acted upon. The brand’s values should help the organisation achieve its vision and not restrict it. Strong brands are respected for their values and are defined by them.

Course structure

This is a bite-sized 90-minute virtual session to provide guidance on how carefully chosen values have the potential to drive brand performance through your organisation’s culture.

It will cover:

• Defining Values: Immutable virtues at the heart of everything you do. These core values are the drivers of a differentiated brand experience.
• Progressive Values: The values you may not currently practice but will need to identify and work towards in order to maintain brand relevance.
• Shadow Values: The toxic, negative values that are never formalised, but creep into a culture and can prove harmful when not observed and dealt with.
• Generic Values: These are the basic industry values that many professional organisations identify with but lack character and ability to distinguish a brand.