Purpose, Vision, Mission and Values
To figure out brand values, it’s useful to understand what you hate.
Sounds backwards, but it’s way easier to communicate negative feelings about something than pick out the positives. It’s human nature. We’re natural complainers (or problem solvers, depends how you see it).
When we figure out what we don’t like, it’s easy to find common themes in what we value. We discuss what’s important to the company, the reasons the brand stands out, the reasons customers have chosen the brand over competitors in the past, and from there, brand values are born.
We go over why the company exists, what we hope to achieve in the future, where we see the company in 10 years’ time, and how we aim to get to that goal. When all of this is written down, we say goodbye and then get down to writing the Brand Strategy Core.