Values are important because they influence our beliefs, which in turn influence our behaviour. Brands try to influence behaviour by aligning with key stakeholders’ values.
Value relates to the meaningful and relevant benefits a brand delivers to a given stakeholder.
Whilst it’s true that brand values deliver brand value it’s quite common for clients to confuse the two:
- ‘It’s a source of brand values’
- ‘It’s one of our brand value’
The ‘s’ makes all the difference. Try not to mis it when considering your brand strategy.