One reason for this could be your core business values, which are also the values that make up your conscious business brand strategy, need to be clarified and brought to light.
What makes up a brand?
We have all heard of branding, but what is it, really? Branding is much, much more than the colors in your logo, your tagline or the products or services you sell. It is more than your business personality, and it is larger than your target audience. Your branding is, essentially, what you stand for. While other things will no doubt change over time, things such as your business name, logo, products, services, etc., your brand’s values, if genuine, will never, ever change.
Humans are always searching for people and businesses they can relate to. Yes, a beautiful logo or website are attractive adornments, but they are not what is most important. People are looking for businesses they can trust, and this comes out in core values.
The external elements (your name, logo, colors, web design) can help to establish awareness and affinity. Brand values deliver actual engagement with the public and your customers. Brand values are what create powerful, lasting bonds with your audience.
Your brand’s core values direct your company toward “True North.”
Your brand values determine the direction your company is headed. They guide the growth and evolution of your brand’s character and personality.
Your company’s growth is unlimited. Without clear direction, decision-making can easily become clouded. Strong, clear, core values make decision making much easier, especially in a case where there seems to be no good answer.
Lasting high levels of performance are only possible when the goals of the company and its values are congruent, when they fit together like hand-and-glove. An example of this may be when a business’s core value is that of “integrity,” and that level of integrity is always expressed in the value of truthfulness. The high esteem of a business is directly related to the high esteem of its people. This occurs when the people are clear about the brand’s values, and when the company’s decisions and goals are in line with its values.
Identify your core values
Ask yourself the following questions:
“What is my ideal vision of the very best company my business can become?”
“How would I and others in my company behave each day if my brand were already this way?”
Ask yourself these questions and then get painstakingly clear on the answers. How others perceive your business requires that you, the owner, have clear values, virtues and ideas to which you are committed. Your values lie at the core of your personality. If you are very clear about who you are, what you stand for, what you believe in, and you have values that you will not compromise for any reason, you will win.
