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Written by
Toon van der Lely
Elke dag, in het bedrijfsleven en in ons privéleven, maken we keuzes – wat te dragen, wat te eten als ontbijt, naar welke podcast te luisteren tijdens het sporten, steek ik nu de weg over terwijl de lichten rood zijn, moet ik mijn haar wassen vandaag of morgen, kan ik nog een derde worstenbroodje eten (dit is natuurlijk retorisch, want het antwoord is hierop altijd ja)? Maar wat hebben merkwaarden met keuzes te maken?
Between thousands of small decisions (am I hungry or just thirsty?) and sometimes a few big ones (would it be easier to walk away?), adults make approximately 30,000 decisions every day. Given how volatile our decision-making process can be, it's no wonder brands are scrambling for presence and visibility, hoping to be top of mind when their customers are choosing between Ziggo and KPN. Besides logos, websites, products, and services, your brand values represent what your company stands for. A logo may evolve, and the website may change regularly, but what remains constant are your values and the integrity of those values within your company.
For many companies, brand values can feel a bit clichéd. Plenty of companies pick five random words, put them on their websites, and simply declare: these are our core values. These are catch-all terms that say nothing about who you truly are as a company. And if we had to give an example, the word we hear most often is "unburdening:..."
While your selection of brand values should (and should) remain the same over time, they are certainly not static. In fact, your brand values get a workout every day as you use them as guiding principles in making business decisions. brand positioning– and marketing decisions.
Making choices about the core values that align with your brand is therefore a key part of your brand strategy and brand identity. The impact of these core values won't be immediate in the short term. But building a brand isn't something you do overnight. It's a long-term strategy that has lasting effects. Your brand positioning, products, and services can evolve over time.
Consider what you want to be known for in 5, 10, or even 20 years to ensure your values are timeless and avoid getting caught up in the zeitgeist. This doesn't mean you can't adapt them. If you feel your brand values no longer represent your vision and mission, it might be time to revisit them. We recommend that you be intentional about your goal and avoid making snap decisions. This type of thinking can destabilize the perception of your brand and jeopardize customer loyalty. We recommend setting aside time for an annual review to reassess your brand values and update them as needed.
Moreover, in an age of increasingly conscious consumerism, customers are looking for brands that align with their own values. When choosing between similar products, the decision to do something completely outside your core offering may arise. Brands with high transparency and frequent expression of their values, mission, and vision have a greater chance of attracting like-minded customers and employees. Clear and consistent communication of your values helps create a breakthrough in a market saturated with options.
Last but certainly not least, having clear brand values also has monetary value. As a framework for decision-making, brand values act as your compass and help steer your company in a direction aligned with your vision and mission, saving you time and money on mistakes that ultimately don't serve your ultimate goal. Not only do they serve these stated goals, but also because values are aligned with your customers and employees. This prevents you from working with or for people who don't share your beliefs. Misunderstandings and misalignments can be costly for small businesses, so attracting the right kind of people through strong brand values will pay off in the long run.
If you're unsure about what to do with your brand, call us for a free consultation – it could be the best decision of the 30,000 you make today.
