Brand values are fundamental principles that guide a company’s direction and decisions. Companies use them to create a corporate culture and attract customers. Advertisers insert brand values into marketing campaigns, and they can change over time due to product or service changes or bad publicity.
Brand values are the fundamental principles of a company that govern its direction and the decisions of its owners and executives. Companies try to attract new customers and retain them by touting brand values that will appeal to consumers. Brand values are only effective if a company and its employees adhere to those values.
Companies use brand values to create a corporate culture so that all company employees are in tune with the company’s vision. The company’s stated values impact employees in many different ways. A company that cites integrity as one of its core values must ensure that employees are treated with integrity, and this could mean paying workers a fair wage and providing a suitable work environment for employees. When a company embraces honesty or transparency as a core value, employees expect to receive frequent, direct communications from company leadership regarding the company’s performance and any upcoming events or changes.
Large companies often develop brand values with the assistance of marketers and advertising companies who conduct market research to discover the types of values that consumers expect to see in a company operating within a given industry. Consumers can expect to see different core values in a bank than in a supermarket, and each company needs to develop a set of core values that will appeal to the public. In many cases, a large company might list five or six words that represent its values, because having multiple values makes it easier to appeal to a wide variety of customers.
Advertisers develop ways to insert brand values into commercials and marketing campaigns. This sometimes leads to the company’s brand values being included in the tagline or tagline that appears in all of the company’s advertisements. Customers come to associate the company with its values because the company’s slogan is often seen on television or mentioned in correspondence customers receive from the company.
A company’s brand values can change over time due to changes in the types of products and services the company offers. A company may also change its stated values if it expands to a point where the values normally associated with small, locally owned companies are no longer appropriate for the company due to its size. In other cases, a company may change its stated values as a result of bad publicity resulting from situations where the company has failed to sustain those values.
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