Skip to content
Brand Strategy OS: Think like a brand builder
Share
Explore
Meaning

Values

Create or edit your values framework
Overview
Time Required:
24 mins
Progress:
Completed
Incomplete
0
%
Search
1
Complete “feelings and experiences” analysis
Steps
2
Create your values framework
Steps
No results from filter
Lesson
At this point, you know why you are setting out on this journey and where you are headed. Next, you need to think a little bit about how you plan to get there.
What are the guiding principles that define how your team approaches their work and how you relate to the world around you? I’m talking here about your values, which are the foundation of any successful brand culture.
Values create culture; culture creates experience; experience creates perception; and perception creates the future. So it’s important that you get this piece right.
But how do you actually define your values? Too often, people make these decisions arbitrarily. They just choose some words that sound noble and hope for the best. Of course, this is exactly the wrong approach.
Your values, like every other element of your brand, should be intentional — precisely calibrated to create a specific experience for your community — one that meets their needs and distinguishes you in the marketplace.
Feelings and Experiences
The first step in creating a values framework that is actionable is to hone in on how you want your community to feel. In order to do that, it is helpful to consider, first, how you don’t want them to feel.
In the exercise below, we are going to brainstorm some positive and negative brand experiences and correlate those experiences with the feelings they produce in our audience. First, set a timer for five minutes and have your team generate a list of negative experiences they or others have had with brands in your category.
If you need inspiration, you can always consult negative online reviews about your competitors. They are a treasure trove of “things to avoid.” Try to come up with at least three bad experiences to start.
Now, using the same process, try to describe how these experiences affected people’s emotions. Again, try to come up with at least three adjectives to describe how these experiences made people feel.
Once you know what you don’t want, you’ll reverse engineer what you do want. Looking at your initial list of negative brand experiences, identify their positive alternatives. Once you’ve done all this, ask your team to think about how those positive experiences would make people feel.
📝 Exercise 1
Have your team add their ideas below. Once everyone is finished submitting, have them vote on their favorites and discuss their choices using the built-in commenting feature. You can clear submissions using the “reset” button.
Steps
Ideate
Reset
Search
Nature
Category
Idea
Author
Vote
👎
Experience
0
Feeling
0
👍
Experience
0
Feeling
0

Values Framework
You know now the kind of brand experience you’re trying to create. The next step is to determine what values will help you deliver on that experience.
Think quality over quantity here. Shoot for a maximum of five values. Bonus points if you can arrange them into some kind of acronym that is meaningful for your brand.
Add each core value to your brand profile, along with a brief description of what they mean and why they matter, below.
📝 Exercise 2
Have your team add their ideas below. Once everyone is finished submitting, have them vote on their favorites and discuss their choices using the built-in commenting feature. You can clear submissions using the “reset” button.
Steps
Ideate
Summarize
Reset

Search
Idea
Description
Author
Vote
There are no rows in this table


Want to print your doc?
This is not the way.
Try clicking the ⋯ next to your doc name or using a keyboard shortcut (
CtrlP
) instead.