Last update: 25/12/2024

In a nutshell

The Values sub-dimension of the Marketing Canvas represents the core principles that define your brand’s identity and guide its actions. Brand values influence every decision, shaping how a brand interacts with customers, stakeholders, and society. Strong, clearly defined values help differentiate the brand from competitors, foster customer loyalty, and ensure consistency in behavior and messaging.

For example, a company like Green Clean might adopt values such as sustainability, transparency, and health. These values not only reflect the brand’s commitment to its mission but also resonate deeply with its eco-conscious customers.

Introduction

The Values sub-dimension in the Marketing Canvas plays a critical role in establishing a brand’s identity and aligning it with its purpose, positioning, and customer expectations. Brand values articulate what the brand stands for, serving as a compass for decision-making and a foundation for building trust and loyalty.

Values are not just words on a page—they are actionable principles that must be consistently demonstrated in the brand’s behavior, communications, and offerings.

What are values?

Brand values are the core beliefs and principles that define what your brand represents. They influence every aspect of your operations, from how you treat customers and employees to how you address societal and environmental challenges.

For example:

Sustainability might drive decisions about materials, suppliers, or packaging.
Integrity might ensure transparency in advertising and customer communications.
Customer focus might prioritize delivering exceptional service.

Green Clean’s values could include:

Sustainability: A commitment to eco-friendly practices and products.
Health: Ensuring safe, non-toxic cleaning solutions for families.
Transparency: Being honest and clear about the ingredients and processes used.

These values help customers understand what the brand stands for and why it matters to them.

Translating Beliefs into Values

Ideally, your Values should be a perfect reflection of your Purpose, or the fundamental beliefs that drive your organization. This consistency allows the values to amplify your brand's purpose, guiding its actions and decisions.

Consider, for example, a green, clean-focused company, which operates under the belief that sustainable practices are paramount to our future. Its core values may include sustainability, accountability, and innovation. These values are the bridge between its purpose - promoting environmental responsibility - and its day-to-day operations, whether it's in product development, supply chain management, or customer service.

Values: an in-depth perspective

Frabrikbrands proposes that effective core values should be Memorable, Unique, Actionable, Meaningful, Clear, Timeless (MUAMCT). This is not a mere acronym, but a mantra for brands to assess the strength and relevance of their values. Each attribute plays a crucial role:

Memorable: The values should resonate with your team and your target audience, making them easy to remember and internalize.
Unique: Your values should set you apart from the competition, demonstrating your unique perspective and approach.
Actionable: They should translate into concrete behaviors and processes within your organization.
Meaningful: The values need to be significant, appealing to the emotions and beliefs of your stakeholders.
Clear: Clarity avoids confusion. Your values should be understood by everyone.
Timeless: Despite market changes, your core values should remain constant, reflecting enduring principles.

For example:

Internal Alignment: Green Clean’s values guide employee behavior, ensuring all actions align with the brand’s mission.
External Perception: Customers see Green Clean’s values reflected in its products, marketing, and partnerships, reinforcing trust and loyalty.

When values are authentic and consistently upheld, they strengthen the emotional connection between the brand and its audience.

Translating values into action

Defining brand values is only the first step; the real impact comes from living those values every day. From product development and customer interactions to advertising and community involvement, values must be evident in every touchpoint.

Questions to consider:

Are your brand values clearly articulated and consistently communicated?
Do your values align with the current and future context of your industry?
How do your values differentiate your brand from competitors?
Are your values evident in your brand’s behavior and interactions?
How do your values reflect a commitment to sustainability?

Statements for self-assessment

Evaluating your values is as essential as defining them. Ask yourself: Are your brand's values helping you achieve your goals? Are they a reflection of your purpose? Are they incorporated into every aspect of your business?

To assess the effectiveness of your values, consider your agreement with the following statements on a scale from -3 (completely disagree) to +3 (completely agree):

Your brand values are well defined and clearly articulated.
Your brand values are relevant with respect to the context your brand is operating in.
Your set of brand values allows to differentiate what you stand for with compared to your competitors.
Your brand values are reflected in your brand behaviour and what you.
Your brand values are all focusing on sustainability

If you find yourself disagreeing with these statements, it's time to revisit your core values. This might involve a re-examination of your purpose, a re-interpretation of your values, or even a complete overhaul of your organization's culture. Remember, the relationship between your purpose and values should work as an accelerator, not a brake.

Marketing Canvas Method - Brand - Values

Interpretation of the scores

Negative scores (-1 to -3): Negative scores indicate a lack of clarity, relevance, or alignment in your brand values. This suggests that your values may not be well defined or communicated, leading to inconsistencies in behavior and customer perceptions. Without clear values, the brand may struggle to differentiate itself or build trust with its audience.
A score of zero (0): A neutral score reflects uncertainty or incomplete articulation of your brand values. While some values may be present, they lack depth, relevance, or alignment with customer expectations and sustainability goals. Further refinement and integration are needed to make values a meaningful part of your brand identity.
Positive scores (+1 to +3): Positive scores indicate that your brand values are clearly defined, relevant, and consistently demonstrated. Customers and stakeholders understand what the brand stands for, and its actions align with these principles. Strong values help differentiate the brand, inspire loyalty, and reinforce its commitment to sustainability.

Case study: Green clean’s values

Misaligned understanding (-3, -2, -1): Green Clean lacks clearly defined values or fails to articulate them effectively. Customers and stakeholders are unsure of what the brand stands for, leading to weak differentiation and limited trust. The absence of a focus on sustainability further disconnects the brand from its eco-conscious audience.
Surface understanding (0): Green Clean has a general sense of its values but does not consistently reflect them in its behavior or communications. While customers may recognize some alignment with sustainability or eco-friendliness, the values lack depth and differentiation, limiting the brand’s ability to build loyalty or stand out.
Deep understanding (+1, +2, +3): Green Clean has well-defined, relevant values centered on sustainability, transparency, and health. These values are consistently demonstrated across all touchpoints, from product design to customer service. By emphasizing its commitment to these principles, Green Clean differentiates itself from competitors and builds trust and loyalty with its eco-conscious audience.

Conclusion

Brand values are the foundation of a brand’s identity, guiding its actions and shaping customer perceptions. Clearly defined and consistently demonstrated values differentiate the brand from competitors, foster customer loyalty, and ensure alignment with societal and environmental priorities. By living its values, a brand can build meaningful, lasting relationships with its audience and create a positive impact in the world.