The Key to Building a Strong Brand: Aligning Your Values and Vision
As a business owner, you know that branding is a critical component of your success. A strong brand identity sets you apart from your competitors and helps you attract your ideal clients, which is SO important considering there are what seem like millions of businesses being started on platforms like TikTok everyday.
But have you considered how your brand values play a role in this process?
Brand values are less talked about because they aren’t like a flashy logo or eye catching color palette, but they are essential for a successful brand foundation. Let me explain what they are:
Your brand values are the core principles that guide your business decisions, actions, and interactions with your customers. They define your company culture, mission, and vision. When your brand values align with those of your ideal clients, you establish a deeper emotional connection with them, creating loyal customers and a strong brand reputation.
Umm…sounds pretty important!
Here are a few reasons why it's important for your brand to reflect your values:
Attracting Like-Minded Clients
When you build a brand that reflects your values, you attract clients who share those values. People tend to do business with companies they feel they can trust and relate to on a personal level.
When your brand values resonate with your ideal clients, you create an emotional connection that goes beyond the transactional. You establish a sense of community, fostering long-term customer relationships.
There are tons of examples of this out in the world today and some show their values through action (like Bombas socks donating socks) or through their actions (like Nike creating ads in response to real time happenings.
Standing Out From the Crowd
I sometimes think about branding like a cake. You’ve got all these layers: your audience, how you describe yourself, what it looks like, etc. You’ve got the frosting, which is the colors and visuals. And finally, you’ve got the cake plate (or foundation!) which is the brand values you have that support your entire brand “cake!”
Your brand values are an integral part of your unique selling proposition. By reflecting your values in your branding efforts, you differentiate your business from your competitors. You establish a clear brand personality, voice, and image, making it easier for your ideal clients to recognize and remember your brand.
People are much more likely to buy from someone who they align with, which is why it’s so important to go through the effort of uncovering your brand values so you can integrate them into your messaging.
Creating a Cohesive Brand Identity
When your brand values guide your branding decisions, you create a cohesive brand identity. Your values help you make consistent choices when it comes to visual elements, messaging, and customer interactions. A cohesive brand identity builds trust with your customers and establishes a sense of professionalism and credibility.
Here are a few examples that show how big brands translate their values into the design of their brand experience:
Patagonia
Patagonia's commitment to environmental sustainability is reflected in its minimalist and eco-friendly packaging design. The company also uses recycled materials in its clothing and promotes repair and reuse through its "Worn Wear" program.
Ben & Jerry's
Ben & Jerry's commitment to social justice and environmental sustainability is reflected in its colorful and whimsical packaging design, which often features social justice themes and messaging. The company also promotes fair trade and sustainable sourcing practices in its ingredients, and advocates for social and environmental justice through its activism campaigns.
I love these two examples because it’s so clear that it’s hard to imagine these brands being the opposite of what they are. You can’t imagine Patagonia packaging their gear in excessive plastic packaging or creating low quality clothes that contribute to fast fashion. That isn’t who they are and that isn’t who their customers are, either.
3 Questions to Connect Your Vision with Your Values
I encourage you to reflect on your business and think deeply about the story behind it. Here are 3 prompts to help you get in touch with your own values so you can start shaping your brand identity. You might be surprised with what you come up with!
What are the core beliefs that drive my business and why did I start it?
What kind of impact do I want to have on my customers and the world?
What are the qualities that I want my brand to be known for, and how can I reflect those values in my branding efforts?
Conclusion: The Key to Building a Strong Brand: Aligning Your Values and Vision
Your brand values are the foundation of your business. By reflecting them in your branding efforts, you create a strong emotional connection with your ideal clients, stand out from the competition, and establish a cohesive brand identity. Canva Design Academy can help you take your branding efforts to the next level by providing you with the tools and resources you need to create a standout brand identity that reflects your core values.
