Living Your Brand Values

Establishing a strong brand presence and living your brand values is essential for business success. However, it’s not enough to merely create a recognisable logo or catchy slogan. To truly resonate with your audience, you need to live your brand values through your marketing efforts. In this blog post, we will explore the importance of aligning your brand values with your marketing strategy and provide valuable insights on how to express them effectively. Furthermore, we will introduce you to Miles Marketing and its innovative Bite-Size Brand, which can help you define your brand values and express them authentically.

Understanding Brand Values and Their Impact on Marketing

To live your brand values through marketing, it’s crucial to have a clear understanding of what brand values are and how they impact your overall strategy. Brand values represent the guiding principles and beliefs that your company holds dear. They define your brand’s personality and determine how you interact with your target audience. When effectively communicated, brand values create a deep emotional connection with customers, fostering loyalty and trust.

Defining Your Brand Values

Before you can express your brand values through marketing, you must first define what they are. Start by examining your company’s mission, vision, and purpose. What do you stand for? What are the core principles that drive your organisation? Engage your team in this process to gain diverse perspectives and ensure a comprehensive understanding. Once you have a clear set of brand values, document them and share them across your organisation to create a unified front.

Three Brands Excellently Living Their Brand Values

Patagonia

Brand Values: Environmental activism and sustainability.

Evidence: Patagonia’s commitment to sustainability is evident in its business practices and products. The company uses recycled materials for its clothing and actively participates in environmental campaigns. Notably, their initiative to repair rather than replace garments and the “Worn Wear” program encourages customers to buy used items. Furthermore, Patagonia pledged 1% of its sales to the preservation and restoration of the natural environment, demonstrating a genuine commitment to its core values.

Ben & Jerry’s

Brand Values: Social justice, environmental sustainability, and community betterment.

Evidence: Ben & Jerry’s is known for its activism and advocacy in various social issues. The company has a history of supporting causes like LGBTQ+ rights, racial justice, and climate change. They actively use their platforms to discuss these issues and collaborate with nonprofits and activists. Their product sourcing and environmental practices also reflect their commitment to sustainability, like sourcing Fairtrade ingredients and using non-GMO products.

LEGO

Brand Values: Creativity, imagination, learning, fun, and quality.

Evidence: LEGO’s commitment to fostering creativity and learning is evident in its product range that encourages imaginative play and problem-solving in children. They consistently maintain high-quality standards for their products, ensuring durability and safety. LEGO’s efforts in sustainability, such as pledging to make all products from sustainable materials by 2030, show their dedication to quality and responsible business practices. The LEGO Foundation also actively supports children’s learning and development globally, aligning with their core values.

In each of these examples, the companies go beyond just stating their values; they integrate them into their business practices, products, and social endeavours, demonstrating how living brand values can shape a company’s identity and public perception.