Values are helpful for brand decisions, but they’re not the whole picture—you need to know who you’re talking to.
Who qualifies as an “audience?” Customers, for sure, but you can think more broadly by asking this question: Whose opinion do you care about?
When you answer that, you may realize your brand matters not just to customers but also to other businesses, journalists, advertisers, employees, potential hires, and heck, maybe even government regulators. Within a specific category, please identify segments of specific functions or need. You may also identify folks outside of those segments such as journalists, regulators, etc.