November 3rd 2017

The value of values

by Martin O'Toole

ARE BRAND VALUES BOLLOCKS?

Amongst other things, we're in the business of branding. Part of what we do is to advise our clients on the importance of staying true to their brand in order to stand a chance of a meaningful relationship with customers.

Take our brand for instance.

Our brand - unsubtle as it is - has a clear voice. Love it or hate it, there's no doubting what we stand for. And so it won't come as a surprise to anyone to learn that it's all been thought out and is thus connected. The core of our brand is about 'real, honest creative'. Our brand mantra is 'fortune favours the bold', because it's our opinion that real brands stand out.

We've defined a set of values that underpin our brand as follows:

  • Bold, bold, bold, bold
  • No story, no nothing
  • Unite to fight, and
  • Keen as mustard

Added to all this confident and bold stuff, we firmly believe that fluff is mainly for belly buttons and has no place in our agency's vocabulary - so we're big on straight-talking.

This is Fist of Fury inside and out. We do what we say.

So are brand values just marketing bollocks? Er no. Brand values are more important than ever before - ensuring that a brand can be meangingful and authentic - without having to try. So with this in mind, it's also important that brands check in with themselves and ask: "are we actually doing what we're saying?"

MISMATCH

So what if a brand says one thing yet does another - ignoring their values? What does that say about what the brand stands for? What does it say about the business and its attitude?

Whether it's intentional or not, I suppose the most obvious result is likely to be genuine confusion. After all, if you don't know who you are, how can you expect anyone else to?

So value your values. Define them and live them. Create some real and believable ones that you, your team, and your custoemrs can really get behind. That's how you attract the people that are right for your brand. Customers and employees who will stay with you for all the right reasons. Because they get you - because you get you.