Building a Brand Around Your Core Values

by Kate Neri | Feb 11, 2020

During our brand strategy exercise, the question often comes up around how values play a role in the development of a brand and its visuals. It’s a great question that can have some considerable impact as you think about building or updating your brand.

If you read my post from last year, you will know that a brand is much more than just a logo, it’s a gut feeling. That gut feeling is influenced by an array of factors, one of those being your values. 

Your values are who you are as a company, your lifeblood, your DNA. They demonstrate in the most real way what you value in your people and clearly communicate what your customers can expect when they work with you. Your values connect you to your audience on a human level. 

Your values are who you are as a company, your lifeblood, your DNA.

In a world where inauthenticity can be sniffed out in seconds, and transparency is demanded by consumers, building a brand around your values isn’t just nice to have, it’s a necessity. 

Consumers want to see your brand as a whole entity, not just what you do, but what you believe in and what you value. Consumers want to know what is most important to you as a company and are more likely to buy from those brands whose values are aligned with their own.

Like Howard Shultz, CEO of Starbucks, says, “If people believe they share values with a company, they will stay loyal to the brand.”

To build longevity, loyalty and authenticity into your voice, your story, your message, and your logo, you must make sure that your brand articulates your values. At Syrup, we believe in building brands from the inside out where your values, your purpose, and your why are all at the center from which everything radiates. 

So, how does your brand stack up? Is it authentic? Does it represent your core values as a company? Does it speak your truth? As you start this new year, perhaps now’s the right time to take an honest, objective look at your brand and ask yourself these questions. 

If you’re struggling to find answers or to figure out what’s next, we’re here to help.