28 November, 2024
During my brand management training with @AndyMosmans at @AOG, I was especially inspired by the values model. Which emotional and functional values do you want to connect to your brand and which ones do people naturally associate with it? People are like brands and brands are like people. Core values, brand values and product features are often mixed up. At first glance that seems harmless, but making a clear distinction gives you a strong compass for both internal and external brand communication. That compass saves time, creates consistency and strengthens your business.
Take Rituals. Everything they do ties back to their philosophy of turning everyday routines into meaningful rituals. That kind of clarity not only inspires employees but also builds trust and recognition with customers. So, what’s the difference? Core values are about the essence of your business—who you are and what you stand for. They belong to your mission, vision and identity. Think honesty, creativity, joy or sustainability. Tony’s Chocolonely, for example, shows this in how employees describe themselves: critical, entrepreneurial, independent and fun.
Brand values, on the other hand, are what customers perceive in your brand. They arise from the associations you consistently create. Coolblue radiates friendliness and humor. LVMH shows timelessness and creativity across its portfolio of luxury brands.
Product features are the most tangible. They describe what the product offers sleek, comfortable, luxurious. Coca-Cola refreshes and quenches thirst.
Yes, there’s overlap, and that’s fine. What matters is consistency. A clear mix of authentic values and concrete features builds a strong position in the customer’s mind. People are quick to sense when a brand is not genuine.
So, take the time to define your compass. Talk to your customers, listen to how they experience your service, and sharpen the values that make you unique. With that in place, you not only stay on course but also have the freedom to sail smoothly, knowing your brand is under control.
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