In a saturated market, establishing core brand values can help distinguish your company and cut through some of that extra noise. Your brand values are what keep customers coming back and staying loyal. They’re also what attract the exact type of employees you’re looking to hire. They’re an undervalued resource in organisational strategy, and we’re here to show you how to use it as efficiently as possible.
So, what exactly are brand values?
Simply put, a company’s brand values are their core beliefs which are reflected through all touchpoints – it’s what makes your brand unique. These values can be as long or short of a list as you want, but its’ best to stay focused. Pick words or phrases that are meaningful to your organisation, and can be acted upon, and can stand the test of time.
For example, here at LEAP, one of our core values is to ‘Be Passionate and Proud’. We try to reflect this in our language, both to employers and candidates, and through our social media, through encouraging posts that keep our followers motivated and ready to work!
How do you go about defining your own?
Reflecting on the true purpose and drive behind your organisation is a great way to begin brainstorming what you want your core values to be. It can also be useful to think of the image you project to future employees and customers. Think of certain core values – these can be adjectives or phrases depending on your vision for your organisation, and the ways these can be demonstrated throughout your communications and your overall image.
For example, if you’re a start-up, and you want to convey a unique and youthful image to reflect your brand, using casual language with a sense of humour can go a long way in indicating you’re a ‘fun’ place to work. You may opt for bright colours and modern fonts over more muted colours and standard typefaces to set yourself apart from your competitors in that workforce.
Be Consistent and Be Visible
Once you’ve established your core values, all that’s left for you to do is ensure a level of consistency throughout all your communications, so your brand becomes immediately identifiable to someone who sees something produced by you without needing to see your logo. Paying attention to the little details goes a long way – if you’re advertising a positon in the company, include perkans that set you apart from the standard benefits, whether it is a weekly catered lunch (everyone loves free food) or a great view of the city.
We don’t make a habit of shouting our own praises (we’re more about shouting yours!), but LEAP’s company profiles are a great example of how to boost visibility while staying aligned with your brand values. Our dynamic profiles include videos featuring employees discussing what’s great about their company, a section to add your own perks, and an image gallery to communicate your individual brand identity.