Consumers are now more aware. When making purchasing decisions, they pay attention to many aspects - tangible and intangible. The success of a given brand is determined, among others, by the values that the brand represents. How to define brand values?
A valuable element of identification
Why do customers choose specific brands? What is the success of big brands? The answer lies in the values that these brands represent.
A brand is not only a name and a logotype. These are all the valuable features that distinguish a given product or service. When thinking about a given brand, emotions and values appear in our head with which the brand identifies its products or services.
Brand values cannot be something random. The brand, by describing itself in a specific way, makes a certain promise to the recipients. A promise that he must fulfill. Toyota would not equate to failure-free, and therefore safety, if its cars were to break down all the time. Value is something that makes a brand unique, is authentic and acts like a magnet for potential customers. So how do you define brand values?
Effective brand value design requires a proper plan and organization.
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How to define brand values?
To define them, first of all you need to analyze target group, to which we direct our products or services. It is worth considering what is important to them, what they pay special attention to, and what is not very important to them. A brand that represents values that are important to its audience has a better chance of success. Customers will identify with such a brand, they will remain loyal to it, which is of great importance in building a competitive advantage on the market.
Brand values can also be created by supporting important initiatives, social campaigns or foundations and conducting educational activities aimed at spreading knowledge on a specific topic. Typing CSR activities into a development strategy can translate into improvement brand image. A brand that acts ethically, is involved in matters important to society, and is also where they need it, has a chance to become a leader in its industry.
Brand values must be universal and unchanging. They should not depreciate over time and with changing trends.
