How to write brand values?

How to write brand values?

Brand values ??are the core and cornerstone of brand culture, specifically referring to the basic beliefs and goals that a brand advocates in the process of pursuing business success.

It can be said that brand values ??are setting standards and requirements for enterprises.

In layman's terms, from the time a person is born, most of what he knows about what he cannot do and what he can do comes from his parents' precepts and deeds and social experience, rather than from studying the law.

The same goes for brands. Brands have their own regulations, but during operation, they still rely on values ??to guide and manage employees. A good brand value system can inspire employees' autonomy, allowing them to consciously understand what they can and cannot do, and proactively avoid risks. To drive employees' initiative and consciousness, it is far from enough to rely solely on explicit regulations.

So, how to create brand values? You can consider the following three aspects.

1. Let every employee feel the same

Brand values ??are not owned by the brand boss, but should serve all employees and meet consumer expectations when necessary.

Making people who see the values ????can empathize with them is the cornerstone of the success of brand values.

So, when creating, you can sort out the following three aspects.

①Do values ??motivate employees?

②Is there any place where employees feel that their interests are related?

③If I were an employee, what would my values ??be like?

Only by having the same values ??accepted by employees can we achieve success and go far.

2. Clear usage scenarios

Think about where this value will appear after it is determined?

Employee handbook? Hanging at the entrance of the company? Or is it printed on products for customers?

Different usage scenarios have different tone and orientation of values.

So, when creating, you need to be clear about who you want to show your values ??to? How should it appear?

Only by clarifying the usage scenarios can we prescribe the right medicine and gain the upper hand.

3. Integrate knowledge with action, never talk on paper

Most companies’ values ??are superficial and lack practicality.

As the core ideological proposition of the brand, values ??should not be just a line of words hanging on the eaves. It should be deeply rooted in the brand's operation and guide the brand's actual business activities.

Values ??that cannot produce actual benefits (economic benefits, social benefits) are just beautiful words, but have no value.

Values ??include the decision-maker’s judgment of brand goals and directions. The creation of brand values ??is also a reflection on brand strategy.

In the creation of values, effective slogans and slogans should be extracted to mobilize and inspire employees at every level in the brand management organization to enhance the centripetal force of the brand, so that we can innovate, break through, and move forward happily. .