What's the best way to show your brand values and personality to employees and customers?

1 Define your brand identity

Before you can show your brand values and personality, you need to define them clearly and consistently. What are the core beliefs, principles, and goals that drive your business? How do you want to be perceived by your customers and competitors? What makes you unique and different from others in your industry? These are some of the questions that can help you create a strong brand identity that aligns with your vision and mission. You can use tools like a brand audit, a brand pyramid, or a brand archetype to guide you in this process.

2 Incorporate your brand into your culture

Your employees are your brand ambassadors, so you want to make sure they understand, embrace, and live your brand values and personality. You can do this by incorporating your brand into your culture, which is the way you work, communicate, and interact as a team. For example, you can use your brand values to define your core behaviors, expectations, and rewards. You can also use your brand personality to shape your tone of voice, style, and humor. And you can use your brand story to inspire and motivate your employees to achieve your common goals.

3 Express your brand through your touchpoints

Your customers experience your brand through various touchpoints, which are the points of contact or interaction between you and them. These can include your website, your social media, your packaging, your customer service, and more. You want to make sure that every touchpoint expresses your brand values and personality consistently and coherently. For example, you can use your brand colors, fonts, and images to create a visual identity that matches your brand message. You can also use your brand voice, tone, and language to create a verbal identity that connects with your target audience.

4 Engage your brand with your community

Your brand is not only what you say or do, but also what others say or do about you. You want to build a loyal and engaged community of customers, fans, and advocates who share your brand values and personality. You can do this by engaging your brand with your community, which is the way you interact, listen, and respond to them. For example, you can use your brand platforms, channels, and content to start conversations, ask questions, and solicit feedback. You can also use your brand actions, initiatives, and causes to show support, appreciation, and social responsibility.

5 Evaluate your brand performance

Showing your brand values and personality is not a one-time thing, but an ongoing process that requires constant monitoring and improvement. You want to measure and evaluate your brand performance, which is the impact and outcome of your brand efforts on your business goals. For example, you can use metrics like brand awareness, brand loyalty, brand reputation, and brand equity to assess how well you are reaching, retaining, and influencing your customers. You can also use tools like surveys, interviews, and reviews to collect qualitative data and insights from your employees and customers.

6 Adapt your brand to your context

Showing your brand values and personality is not a static thing, but a dynamic process that requires flexibility and creativity. You want to adapt your brand to your context, which is the changing environment, trends, and needs of your market. For example, you can use research, analysis, and innovation to identify new opportunities, challenges, and solutions for your brand. You can also use feedback, testing, and iteration to refine and update your brand identity, culture, touchpoints, and community.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?