Over and over, people ask How to Build a Brand how they can convey what’s important to them, so they can attract the types of clients they want. There are a number of complex answers to this inquiry, but one of the first steps to instituting effective brand development is to take an inventory of your most important values – both personal and professional.

When you choose mates, you naturally look for those people who share your core values – what is important to you should be important to them, too. This increases the chances that relationships of all types will be mutually fulfilling.

Attracting clients who are good fits for your company works the same way. Make your values evident. The clients you acquire will share your ideals and will appreciate what you have to offer.

Using Corporate Values in Brand Development

Brand development is not a once-and-done concept. To the contrary, it is a goal that should run deep through every branding process, from conceptualisation to management. In order to enhance brand development numbers, at every stage of the branding process, How to Build a Brand firmly believe that you must make your values evident. Not only will you attract the types of clients that are ideal for your brand, you will attract the types of clients who will spread the word about your brand, increasing your brand development index in all the right places.

Every person’s and every company’s values list will be unique. Here are just a few examples of values that might be important to you:

  • Honesty
  • Strength
  • Trustworthiness
  • Enthusiasm
  • Stylishness
  • Leadership
  • Innovation
  • Adventure
  • Forthrightness
  • Fortitude
  • Integrity
  • Fun
  • Distinctiveness
  • Compliance
  • Confidence
  • Energy
  • Reliability
  • Composure
  • Beauty
  • Accountability
  • Eccentricity
  • Individualism
  • Simplicity
  • Minimalism
  • Neatness
  • Cleanliness

We suggest that you communicate at least five values through your visual brand identity, written communications, person-to-person interactions, video demonstrations, social media engagement, and wherever else your brand connects with potential clients and those people who may refer your brand to potential clients.


It is crucial that you represent your personal and corporate values well enough that the resulting messages represent your authentic self, your vision, and your mission. This doesn’t mean simply listing your values. What it does mean is demonstrating those values in everything your brand puts forth. Remember that consumers are people, too, and they place more importance on what you demonstrate than on what you talk about…or what you ‘promise’ to do.

 Don’t rush your values list. The process will require serious contemplation. Be honest with yourself, in an effort to embody the values that are most important to you. If you attempt to be what you think people want, rather than what you inherently are, your customers will be disappointed and you will end up feeling unfulfilled by your brand and your chosen path.

 We also advise that you avoid using think-tank groups to devise your list of values. The result will lack focus and may be tainted by others’ wishes or perceptions of what they think your brand should be. In short, be authentic and you will promote the authentic relationships necessary for long-lasting, viable brands.

 If you’d like some help with devising your own corporate branding values list or would like to learn more about brand development, you may reach us on +44 (0) 208 123 6776.

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For further brand development help or advice, please get in touch with us on [email protected] You can also get your daily branding tips at www.facebook.com/BrandExpertTips.

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