Daphne's List of Seven--Values-Centered Branding, Volume 1: Issue 2, December 1, 2009

Volume 1: Issue 2, December 1, 2009

Daphne's List of Seven--VALUES-CENTERED BRANDING STRATEGY For Visionary professionals

DEFINITION: Values-Centered Branding is when your brand directly and clearly reflects the values of your public. Your brand goes beyond marketing products & services--you are marketing the values of your customers--your public--by amping up the image of these values and reflecting them back to your public. Your brand is about representing and mirroring values that your public holds dear.

E.G. Nike doesn't market shoes. The company markets values. Oh, and by the way, you can buy a really expensive pair of athletic shoes that show the world that you are all about those same values: "Just do it," "Pledge your heart to the game," all about endurance, character, commitment, perserverence, etc. McDonalds doesn't market hamburgers. Coca-Cola doesn't market soda. The list goes on... These companies market experiences, emotions and VALUES.

Daphne's List of Seven--VALUES-CENTERD BRNADING STRATEGY

1. Define yourself: Who are you? What values do you and your brand represent?

(hint: they should be the same)

2. Who is your public--your customers/clients? What do they value? If you're not sure, ask them. I promise, they will tell you.

3. Values match: Do your values match thiers? If not, work on this so that they do match.

(hint: sometimes a very progressive visionary comapny is in a position to attempt to amplify the existing values of its public, usually by increasing the visioning capacity of its public. Imagine a more compassionate, resourceful, sustainable and collaborative culture. Imagine homes, food and clothing for all. Imagine art and creativity is as valued in education as math and reading. Imagine teachers are paid their worth.)

4. Create the image: Imagine the future is already here--what does this picture look like? If the values your business represents become a large part of the culture, what will change? Define the image of that change.

(hint: This is not your logo. This is an image that can speak louder than words--can be a video, a photograph or something more creative. It is at least visual or at most multi-sensory)

5. Tie this into your communications strategies: key messages, elevator speeches, ad campaigns, media relations, blog and Twitter posts, etc.

6. Get feedback: Ask your public if they feel your brand is representing the targeted values well? Ask if these values are representative of the public's values?

(hint: your overall business operations and practices must also mirror the values you promote. Your communications strategy must be woven into your business culture. In otherwords, you can't claim to be a chamion for valuing diverse voices and devalue the voices of some staff members. Hypocracy will be revealed sooner or later.)

7. Communicate: Respond to the individuals who took their time to give you feedback. Thank them for participating in surveys or answering questionairs, etc. Most importantly, let them know you're listening by taking action based on their responses. Be authentic, responsive, transparent and accountable. Think of creative ways to make sure this happens.