Brand Values act as a moral compass to guide decisions and actions for the life of the brand. People today are bombarded with marketing messages to the point that you are ignored by default, which is why a distinctive and unique brand identity is your only chance at standing out visually.
Your brand becomes a lot easier to remember however when the behaviours and interactions you have with your audience, are based on a set of strong values that determines, what is morally important in the way your brand does business.
Brand authenticity is a hot topic within branding and that’s because so few brands are truly authentic. Almost all businesses have a page on their website stating their core values, but very few are in touch with these values and even fewer use them to guide decisions and actions.
As people, we don’t go around announcing to our friends what our core values are. Our friends know our core values through our actions over time. The same is true with brands. Although most businesses today choose to advertise their core values in the hope of resonating with their audience, core values are part of internal branding and are by definition, internal first.