You may have heard the saying, "people buy from people". When we develop our brand, our aim is to give our business a personality that people feel they can relate to. A successful and effective brand is one that can produce a positive emotional response in those you are trying to sell to. A brand that manages to achieve this will be much more successful that one that does not.
The first step in doing this is identifying the brands' core values. Once we know the brands' core values we can go on to develop your brand personality.
Your core values reflect the values that your company holds. Everything else within your business radiates out from your core values.
They must be real, legitimate, and genuine, and should not be taken lightly. Your core values should bare a true reflection of how your business operates and conducts itself. They should act as a benchmark to measure behaviour and performance, internal company culture, and how your business treats people, including employees, suppliers, and customers.
Your brand has an external facet to it, encompassing:
Visual identity (logo, colour scheme, typography)
Voice identity (tagline, tone of voice, communication style)
and an internal facet, which is represented by:
Your core values
When developing your brand you should always start with your core values before developing the external aspects; your visual and voice identity.
When you develop your core values you are aiming to get to the essence of why you exist, and who you are.
Identifying your core values needs to be an authentic process. You must not just pick values that you think people want to hear, or that make you sound like the perfect company.
For instance, having the core values, "reliable, trusted, punctual" won't help you stand out from the crowd. There is no real feeling or emotion to these words other than they sound nice, and nice won't get you noticed.
“Too many companies want their brands to reflect some idealized, perfected image of themselves. As a consequence, their brands acquire no texture, no character.” - Richard Branson
“Actual company values are the behaviours and skills that are valued in fellow employees” - Netflix CEO, Reed Hastings.