Your brand values

Louise Presley-TurnerBEST-SELLING UK COACH & AUTHOR

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In these examples you can see that while they both make trainers, Adidas are aimed more at fashion. You can see this played out by celebrities such as Rita Ora, Jay Z and Will I Am wearing them. Nike prefer to stay true to performance, winning and Athleticism in their communciation. So, if you are choosing trainers to wear for a half marathon, which are you more likely to buy? The choice is obvious.

ADIDAS BRAND VALUES:

PassionOriginalStreet style

NIKE BRAND VALUES:

InspirationInnovationAthleticism

PART 3 - BRAND VALUES

All businesses can have values attributed to them. These values are the pillars on which the brand can be built. Once you have defined these brand values you will have a clear idea as to what qualities make up your business and what makes it different to your competitors. Even two businesses who make the same product can have different brand values and therefore different brand perceptions.

MODULE 2 – EXERCISE 003

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MybusinessbabyYour brand values Module 2 - Exercise 003

Think about your own business and define your brand values. Below are just some words which may get you thinking but remember a value may be a few words not just one.

Everything your company stands for should fit to these values and when you communicate you should reflect these as much as possible. Continue with this exercise and keep reviewing your values until you are happy with them.

Use this space to make notes

MY BRAND VALUES ARE...

PassionateSpiritedFunOriginalInventiveStrong

GenuineHelpfulInnovativeIntegrityFriendlyNo-nonsense

CaringFriendlyEfficiencyNaturalDynamicBold

HelpfulOf the peopleSimpleAuthenticProgressiveBritish

Design leadCreativeTrustedFamiliarBrightRelaxed

ChampioningUp-to-the-minuteSmartHelpfulSavvySporty

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PART 3 - BRAND PERSONALITYThe logo is the strongest visual representation of who you are. Take a look around this colour wheel and you will see how certain market segments, products or traits are delivered simply by the colour of a logo. Orange says ‘No-nonsense’, red feels urgent, blue has trust, wisdom, feels strong and conservative, green friendly and caring, yellow fun and optimistic. Research into the psychology of colour is quite in-depth and it has been proven that yellow activates the taste buds, any wonder then, that most fast food outlets have yellow logos?

Strong brands often hide their values or personalities in the logo. The Innocent logo below, is a berry with a halo, a visual mnemonics for what they stand, the FedEx logo has a directional arrow in the space between the ‘E’ and ‘x’ supporting their values of speed, movement and accuracy while Amazon’s logo cleverly delivers their core thought of ‘Everything from A to Z with a smile’ with personality and wit.

MybusinessbabyYour brand values Module 2 - Exercise 003

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PART 4 - WHY ARE YOU DIFFERENT?List 5 things which make you different to your competitors

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PART 5 - STORYTELLING - YOUR BRAND IN SOCIAL MEDIAAs with every good book most modern brands are built on a story. Some are created naturally by the company history some thought about and developed. But in a digital age when a story creates a connection with what a consumer desires, they follow you, ‘like’ you, download you and tell their friends. Knowing your story may help you to define your brand.

If your brand were a famous person - who would they be? Use the space to make notes and write your answer below.

What’s you brand story?

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MybusinessbabyYour brand values Module 2 - Exercise 003