What are brand values?

Brand values ​​are an important part of your brand identity. They describe in a few words who you are, just like personal characteristics. It is the DNA of your company. Brand values ​​give your brand character and determine whether people can identify with it and connect with your brand. It is the associations that the brand lives in the heads of all stakeholders. Below an example of the brand values ​​(and brand promise) of Coolblue, combined in a brand fishing.

Example: Merkvizier Coolblue

Difference core values ​​and brand values?

Just as brand values ​​live in the heads of all your stakeholders, core values ​​live in the heads of your employees. Core values ​​have meaning in the behavior of the organization (internal brand image) and are about organizational culture. They describe what is expected in the core of employees. Brand values, on the other hand, have meaning in the heads of both internal and external target groups and indicate what makes the brand valuable.

Why brand values?

Good brand values ​​ensure a clear picture of your brand and form the common thread in everything you do as a brand. It offers control. This ensures, often unconsciously (95%), that others feel attracted to your brand or not. This way you as a brand attract the right employees and customers. Brand values ​​thereby increase the impact of your brand.

Criteria for good brand values

You don't just choose authentic brand values. It is part of your brand identity and is in line with the mission and vision of your organization. It is therefore important to first have certain parts of your brand identity clear before you determine your brand values. On average, every organization has 2 to 6 brand values ​​and they meet the following criteria: credible, relevant, sustainable and distinctive.

Our brand strategists can help you formulate a strong brand identity and determine your unique brand values. more about claiming your unique brand position here .