How do you match brand story to brand values?

Brand values are the guiding principles and beliefs that a company holds dear and uses to shape its actions, decisions, and interactions with customers, employees, and stakeholders. These values reflect the company's culture, mission, and vision, and serve as a compass for its behavior and brand identity. Defining brand values involves identifying the core principles that are important to the company and align with its brand story. These values should be authentic, meaningful, and consistent with the company's actions and messaging. They help establish the company's identity, differentiate it from competitors, and build trust and loyalty among customers.

One of the things I found helpful is I believe that this article provides a clear and concise explanation of the importance of defining brand values. It emphasizes that brand values serve as a foundation for brand storytelling and guide important aspects of a brand's identity, including decision-making, actions, and communication. The article presents relevant questions for brands to consider in order to define their values, such as understanding the benefits and values they offer to customers, shared beliefs with customers, points of differentiation from competitors, and personal motivations and inspirations. By answering these questions, businesses can develop a strong and authentic brand identity that resonates with their target audience

Excellent points are mentioned in the article. Additionally, I feel it’s important to separate between non-negotiable core values values and ones that are secondary and bound to the current time and offering. Usually core values are wisdom packed and timeless while secondary values can be more specific. By defining the separation between the values, you can keep refreshing the brand by reviewing and polishing secondary values, but strictly keeping your core values. This creates a clear vision in an ever changing world.

Here is a step-by-step guide to help you create a compelling brand story: 1. Define your brand's purpose 2. Understand your target audience 3. Identify your unique selling proposition (USP) 4. Craft a narrative 5. Highlight your brand's journey 6. Incorporate customer testimonials 7. Use visuals and multimedia 8. Be consistent 9. Share your brand story across platforms 10. Evolve and adapt Remember, a compelling brand story should evoke emotions, connect with your audience, and differentiate your brand from competitors. It should be authentic, engaging, and consistent across all touchpoints.

Your brand story is the calling card you use in lieu of a or in cooperation with a brand spokesperson to tell the why behind a brand. What separates you from the pack? What keeps your fans coming back? What attracts and converts new ones? Why should the consumer care. This is a crucial component of your overall communications and marketing strategy that can not afford to be overlooked.

To expertly match brand values with its story, consider these critical perspectives, particularly from creating signature stories: Authentic Alignment, Origin and Purpose, Customer Impact, Emotional Resonance, and Consistent Value Reflection.

I found this article with three key questions (why the brand exists, how it helps customers, and what makes it unique) which provides a solid framework for crafting a brand story. By answering these questions, brands can communicate their purpose, value proposition, and unique selling points effectively to their target audience. It highlights the benefits and value proposition the brand offers demonstrates its value to customers and further differentiates it. Showcasing the personality and emotions that the brand conveys allows customers to connect on a deeper level. Lastly, crafting a memorable and catchy tagline serves as a concise summary that encapsulates the brand story and leaves a lasting impression.

In my experience, aligning core brand values with customer expectations, is what forms the basis of a successful brand storyline. Listening to customer feedback is crucial, as also having a conversation with the customer. Educating them on what the brand stands for & making them the heroes of the story ( the product is never the hero, the customer is) will help define how the story moves forward. Their experience with brand values is the plot & the brand story should evolve with changing customer expectations, without losing sight of the core values that define the brand.

Be married to your core values but not your story. The core values are a manifestation of what the brand stand for, whereas the story is just one iteration of an execution. Use this flexibility to adjust the story depending on the audience and the point you want to make.