How To Write Meaningful And Memorable Company Values
In my Brand Strategy Academy course this week, we’ve been talking about how to do competitor research, in order to ensure that your brand strategy is sufficiently differentiated.
I choose these words carefully, because despite the old adage of, “DIFFERENTIATE OR DIE!”, the reality is that it’s just not realistic to write a brand strategy where every single idea in it is different from your major competitors’.  This is particularly true when you get to writing WHO you are and HOW you do things – what companies often call their values, beliefs or behaviours.Â
Take Visa, Mastercard and American Express – 3 of the 35 most valuable brands in the world.
If you look at WHO they are and HOW they say they do things, all three talk about integrity:
- WE DO WHAT’S RIGHT - Amex
- We act with integrity and respect – Mastercard
- Doing well by doing right – VISA
And they all include the idea of succeeding through collaboration:
- WE WIN AS A TEAM – Amex
- PARTNERSHIP: We work as one team to the...
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Sarah Robb
I’m here to equip you with everything you need to create world-class brand strategies for your clients; elevating your skills, and the impact you have on their business. My clear, simple, step-by-step approach, based on 20 years global, multi-industry experience, cuts through the jargon, and equips you with the tools and confidence to run brand strategy projects for any client in any industry. Sign up for my free Brand Strategy Fundamentals course above, to learn my simple 7 step framework, or dive straight in to Brand Strategy Academy to learn exactly how to do it.
