In the labyrinth of today’s competitive markets, finding and maintaining a unique identity is not just a challenge—it’s a necessity. For successful business owners witnessing a plateau in growth, the answer lies not in the pursuit of what you offer but in the essence of who you are. This essence is encapsulated within your brand values.
Understanding The Soul of Your Brand
Brand values are the principles and beliefs that drive your company, influencing every decision, action, and communication. They are the compass that guides your brand story, customer experience, and internal culture. Unlike transient marketing strategies, brand values are the bedrock upon which lasting relationships with customers and employees are built.
Consider industry titans like Apple, Google, and Starbucks. Apple champions innovation and simplicity, Google fosters a culture of curiosity and collaboration, while Starbucks prioritizes social responsibility and community. These values don’t just resonate with their target audience; they are lived experiences, palpable in every product, service, and interaction. Not only are their offerings superior, but their values have curated cultures of fierce loyalty and longevity.
A Mirror vs A Window (Selfish vs Big-Picture Values)
Many companies falter by crafting values that reflect inwardly, focusing on what benefits them rather than their clients. Selfish values are like looking in a mirror, emphasizing the company’s achievements and aspirations without considering the client’s needs or societal impact.
Conversely, big-picture strategy values are akin to looking out a window. They encompass a broader vision that aligns with the client’s desires and the greater good. They answer the “why” behind your business, connecting with clients on a deeper level by addressing their aspirations and challenges.
So what does this actually look like?
AG1 (Athletic Greens):
- Big-Picture Values: AG1 prioritizes values such as “Health,” “Sustainability,” and “Community.” Their commitment to health extends beyond simply selling a wellness product; they focus on educating their community about holistic health practices, supporting sustainable agriculture through responsible sourcing, and contributing to health-related charitable causes. This approach emphasizes a healthier lifestyle for customers and a healthier planet, showing a commitment to the broader, long-term impacts of their business actions.
- Selfish Values: A more self-centered values statement might focus on “Leading the Supplement Industry” or “Maximizing Product Sales,” which would miss the opportunity to connect with the deeper health aspirations of their customers and the environmental impacts of their sourcing practices.
Vuori:
- Big-Picture Values: Vuori integrates values such as “Innovation,” “Community,” and “Environmental Responsibility” into its core business practices. Known for their comfortable and functional activewear, Vuori not only aims to innovate with product design but also actively pursues sustainability by using recycled materials and reducing their carbon footprint. Moreover, they invest in community-building activities that encourage an active and healthy lifestyle, aligning their operations with the broader values of wellness and environmental care.
- Selfish Values: Had Vuori merely aimed to “Dominate the Activewear Market,” it would focus primarily on market share without regard to sustainable practices or community engagement, which are crucial for building long-term customer loyalty and brand integrity.
Spotify:
- Big-Picture Values: Spotify embraces values like “Innovation,” “Collaboration,” “Sincere,” “Playful,” and “Passion.” Spotify’s commitment to these values is evident in its efforts to revolutionize the music industry, providing a platform that benefits both artists and listeners. Their focus on transparency and collaboration aims to create a more equitable and accessible music ecosystem, emphasizing the user experience and artist support.
- Selfish Values: A narrower view might have prioritized “Leading Global Music Streaming” without focusing on the ecosystem’s health or the fair treatment of artists. This would overlook the importance of creating a service that supports and enriches the music community.
These are all “big-brand examples” and massively successful corporations – but they started out as small businesses just like the rest of us. They were able to dominate their industries by differentiating their brands through shared client values.
By focusing on values that prioritize the well-being of clients, communities, and the environment, these companies are able to demonstrate leadership that transcends the conventional focus on profits. This approach not only enhances their brand reputation but also establishes a strong, loyal customer base that values their commitment to larger societal goals.
By focusing on values that prioritize the well-being of clients, communities, and the environment, you demonstrate leadership that transcends the conventional focus on profits.
The Perils of Ambiguity
Undefined or poorly articulated brand values are akin to setting sail without a compass. Without a clear set of values, companies struggle to differentiate, leading to inconsistent messaging and a disjointed customer experience. This ambiguity can erode trust, diminish loyalty, and ultimately, impact the bottom line.
Moreover, in the absence of strong values, company culture suffers. Employees need a shared belief system to feel connected and motivated. Without it, engagement drops, and turnover rates increase, further stalling growth and innovation.
Cultivating Unity: The Role of Values in Company Culture
The strength of a company lies in its people, and the glue that binds them together is a shared set of values. From the leadership team to the newest recruit, everyone plays a part in bringing these values to life. When values are clearly defined and integrated into every facet of the organization, they create a strong, unified culture that can weather challenges and seize opportunities.
Employees need a shared belief system to feel connected and motivated.
Crafting Your Brand Values Statement
Creating a strategic brand values statement is not about ticking boxes or picking nice sounding words from a list of options; it’s about delving deep into the heart of your brand and uncovering what truly makes you stand out. Here are steps and questions to guide you in crafting a meaningful set of brand values:
1. Reflect on Your Origin Story:
Why was your company founded? What gap did you seek to fill, or what injustice did you want to address?
2. Analyze Your Greatest Achievements:
Think about your proudest moments. What values were you upholding when you achieved them?
3. Consider Your Audience:
What matters most to your clients? What values do they hold dear? How do your values align with their desires and needs?
4. Evaluate Your Industry:
What are the common practices in your industry that you agree or disagree with? How do your values set you apart? Even if they aren’t popular?
5. Dream Big:
Imagine the impact you want your company to have in the world. What principles are non-negotiable in pursuing this vision? What principles would still be around even if you changed your product or service offering because they aligned with your non-negotiables?
6. Simplify and Specify:
Distill your thoughts into 3-5 core values. Be specific and actionable; vague platitudes won’t suffice.
7. Institutionalize and Integrate:
Embed these values in every aspect of your business, from hiring practices to marketing campaigns, website copy, company signage, merchandise, and beyond. They should be a living part of your company, not just words on a wall.
The Path to Unparalleled Success
In a world where consumers are bombarded with choices, your brand values are your differentiator. They are what make you memorable, what make you resonate, and ultimately, what make you succeed. By articulating and living by a set of strategic, outward-facing values, you can differentiate your brand, foster a strong company culture, and break through growth plateaus.
Our Code of Culture
At Whiskey and Red, our core values are the cornerstone of our culture and the blueprint for every interaction and initiative, driving us to create experiences that are as meaningful as they are impactful.. These values include, “authenticity,” “simplicity,” “innovation,” along with “well-being,” and “community.” Through the pursuit of these daily values, we envision a world where businesses can effortlessly scale the heights of their ambition while maintaining a healthy balance in life. We’re dedicated to building brands where growth and well-being go hand in hand, allowing you to focus on what truly fuels you – both in your business and in life.
If these align with your own values and you feel ready to start thinking bigger about what your company culture is capable of, reach out to us today.
Remember, in the quest for market leadership, those who stand for something will always stand out from those who don’t. Let your values be your guide.
