Discovering Your Core Brand Values - Brand Compass Companion Part 2
Welcome back to The Brand Compass—your go-to guide for shaping a brand that stands out. Haven’t grabbed your free copy yet? Snag it here!
This workbook is all about helping you build a brand with purpose, from defining your identity to nailing your vision, values, and voice.
You’re reading Part 2 of “The Brand Compass Companion” blog series. In Part Two: Discovering Your Core Brand Values, this blog is your co-pilot, giving you the insights you need to pinpoint the values that shape your brand.
We’ll dive into how Wawa, Liquid Death, and Herschel Supply Co. each define and communicate their core values, offering real-world examples of brands that get it right.
Now, let’s get to work! (Missed Part 1? Catch up here.)
Imagining Your Brand as a Person
Part 2 of the Brand Compass starts by asking you to imagine your brand as a person, and to choose the three most important traits this person should have.
“Personifying your brand transforms it from a corporate entity into a relatable character. ”
Personifying your brand transforms it from a corporate entity into a relatable character. This anthropomorphism can profoundly impact how customers perceive and interact with your brand. It makes your brand approachable and memorable by giving it human traits and emotions, which are easier for people to connect with and understand. Think about someone you admire—what qualities make them appealing? Is it their integrity, their sense of humor, or perhaps their reliability? Applying these admired human qualities to your brand can create a strong emotional bond with your customers. For example, if a brand personifies reliability and warmth, customers are likely to feel a comforting sense of trust and familiarity with it.
Understanding Customer Loyalty
Next in Part 2 of the Brand Compass, you’re prompted to envision a customer who feels incredibly loyal to your brand and to consider the aspects of your brand they most cherish.
Loyal customers are not just repeat buyers; they are advocates for your brand. Understanding why customers remain loyal can unlock strategies to enhance customer satisfaction and turn occasional buyers into lifelong supporters. Loyalty stems from shared values between the customer and the brand. When customers cherish aspects of your brand, it’s often because these aspects align closely with their own values or needs. By identifying these cherished elements, you can enhance them to foster even stronger loyalty.
Envisioning Future Praise
Part 2 of the Brand Compass continues by challenging you to imagine your brand five years from now, celebrated for making a positive impact, and envisioning what it is most praised for.
By imagining how your brand will be praised in the future, you can set a vision for what you want to achieve. This foresight guides your business decisions and marketing strategies, ensuring they align with the goals you set to foster a lasting, positive impact. What do you want your legacy to be? How do you want people to talk about your brand? Envisioning this future praise helps in aligning your current strategies with these long-term goals.
Identifying Core Values
Part 2 of the Brand Compass concludes by asking you to analyze your responses to identify key themes or elements, then list 3-5 values that emerge as central to your brand’s identity.
“Core values are the heart of your brand’s identity. They influence everything from the way you communicate to how you make business decisions.”
Core values are the heart of your brand’s identity. They influence everything from the way you communicate to how you make business decisions. Clearly defined values ensure consistency and authenticity, which are crucial for building trust and loyalty.
Let’s use the framework of the Brand Compass workbook to analyze the values of Wawa, Liquid Death and Herschel Supply Co. as we explore brand values through the lens of brand personas.
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Wawa
Wawa, as a person, embodies the qualities of a friendly and reliable neighbor, always ready with a warm smile and a helping hand. As a welcoming community connector, they foster a sense of belonging, making their home a hub where people from all walks of life gather, share stories, and feel valued. Their exceptional hospitality shines through in offering a diverse range of delicious food options, creating an atmosphere that intimately connects with a broad sense of community.
Beyond their welcoming nature, Wawa is a reliable innovator and a fun, energetic individual. They balance tradition with modernity, consistently delivering on promises while surprising others with fresh ideas. Their infectious positive energy turns routine visits into enjoyable experiences, making them the go-to person for both everyday needs and special occasions. With a strong commitment to quality and a talent for creating a lively atmosphere, Wawa fosters deep loyalty and affection among those around them, leaving everyone with a smile on their face and a reason to return.
“Wawa, as a person, embodies the qualities of a friendly and reliable neighbor, always ready with a warm smile and a helping hand.”
The three most important traits I might assign to its brand persona could be: a welcoming community-connector, reliable innovator, and fun & energetic.
Some key aspects of the Wawa brand that I would hone in on to foster and maintain customer loyalty would be: community connection and friendlieness, convenience and accessibility, consistent quality and reliability, innovative spirit
Wawa is celebrated for making a positive impact primarily through its commitment to community support, employee welfare, and quality service. The company actively engages in local initiatives and charitable activities, reinforcing its role as a community hub that fosters connection and care among residents. Additionally, Wawa prioritizes the well-being of its associates, ensuring a supportive work environment that values employee contributions and promotes growth. This focus on people extends to providing high-quality products, with a strong emphasis on fresh food and exceptional customer service, which has solidified Wawa's reputation as a beloved brand in the convenience store industry
Some values that might have emerged from the above brand persona analyses: community connection, quality and reliability, innovation and adaptability, customer-centric approach, integrity
Wawa states the following six core values on their website: Value People, Delight Customers, Embrace Change, Do the Right Thing, Do Things Right, Passion for Winning
Using the Brand Compass workbook to analyze Wawa's values yielded results that closely aligned with those published on their website. The analysis identified values such as community connection, quality and reliability, and customer-centric approach, which correspond with Wawa's own values of valuing people and delighting customers.
Liquid Death
Liquid Death is the rebellious rockstar who crashes charity galas in a spiked leather jacket, armed with a sharp sense of humor and an uncanny ability to make even the most mundane topics wildly entertaining. With a mischievous glint in their eye, they fearlessly challenge societal norms, turning heads and raising eyebrows wherever they go. Despite their edgy exterior, they harbor a deep passion for environmental causes, often seen cleaning up beaches while cracking irreverent jokes that somehow make sustainability seem cool.
This provocateur thrives on pushing creative boundaries, crafting outrageous stunts that go viral and leave people both shocked and amused. Yet beneath the bravado lies a keen self-awareness; they're the first to poke fun at themselves and the absurdity of their own image. In a world of conformity, Liquid Death stands out as the unapologetically authentic friend who inspires others to embrace their true selves, all while sipping water from a tallboy can and plotting their next outrageous adventure.
“Liquid Death is the rebellious rockstar who crashes charity galas in a spiked leather jacket, armed with a sharp sense of humor and an uncanny ability to make even the most mundane topics wildly entertaining.”
The three most important traits I might assign to its brand persona could be: irreverent humor, environmental consciousness, and rebellious authenticity
Some key aspects of the Liquid Death brand that I would hone in on to foster and maintain customer loyalty would be: irreverent humor, environmental commitment, community and exclusivity, anti-corporate
In just six years since its 2018 founding, Liquid Death has become celebrated for its irreverent brand identity and multifaceted positive impact. The company's edgy marketing appeals to nonconformists, making water consumption cool while combating plastic pollution through 100% recyclable aluminum cans. Beyond environmental efforts, Liquid Death supports social causes and provides a discreet non-alcoholic option for those in recovery. This unique blend of sustainability, innovative branding, and social consciousness has propelled Liquid Death to make a significant impact in the beverage industry, resonating with consumers seeking both rebellion and responsibility in their product choices.
Some values that might have emerged from the above brand persona analyses: rebellious sustainability, innovative social consciousness and authentic health advocacy, creative community engagement, disruptive responsibility
Through our Brand Compass-guided analysis of Liquid Death's brand persona and impact, we uncovered several implicit core values that drive the company. These values emerged from examining the brand's unique approach to sustainability, irreverent marketing, and community initiatives. While Liquid Death may not explicitly list these values, they are consistently reflected in the brand's actions and messaging, providing a reliable framework for understanding its identity and guiding future decision-making.
Herschel Supply Co.
Herschel Supply Co. embodies a cultivated and design-driven persona, seamlessly blending vintage aesthetics with modern functionality. This brand reflects a nostalgic flair, drawing inspiration from classic Americana while showcasing an innovative spirit that pushes the boundaries of contemporary design. With a focus on quality craftsmanship and timeless style, Herschel appeals to urban explorers and creative individuals who appreciate thoughtful details and stylish accessories. As an adventurous soul, Herschel is always ready for the next journey, whether it's a casual outing or an extensive travel experience. This brand carries a quiet confidence, knowing that its products not only serve a practical purpose but also make a statement about refined taste and authenticity. By inspiring creativity and fostering a sense of community and connection through various social and social media initiatives, Herschel encourages its audience to embrace their journeys and express themselves through their unique style.
“As an adventurous soul, Herschel is always ready for the next journey, whether it’s a casual outing or an extensive travel experience.”
The three most important traits I might assign to its brand persona could be: design-driven, adventurous, nostalgic
Some key aspects of the Herschel Supply Co brand that I would hone in on to foster and maintain customer loyalty would be: design-driven aesthetic, versatility and functionality, nostalgia with a modern twist, community-driven narrative
Herschel Supply Co. is celebrated for its community-driven initiatives that invite customer participation and foster a sense of belonging. The brand's "Community of Travellers" program and the #WellTravelled hashtag encourage customers to share their adventures with Herschel products, creating a vibrant narrative. Additionally, Herschel's stores serve as creative hubs, hosting events, workshops, and exhibitions that engage local artists and customers alike. Beyond community engagement, Herschel is recognized for impactful charitable initiatives like the "We've Got Your Back" program, which supports essential workers and students in need. The Bank of Creativity provides mentorship and resources to emerging artists, reinforcing the brand's commitment to nurturing creative communities. With a focus on sustainability and social responsibility, Herschel invests in employee well-being and fosters a culture of inclusion and diversity, enhancing its reputation as a socially conscious brand.
Some values that might have emerged from the above brand persona analyses: design-driven innovation, quality craftsmanship, community engagement, adventure and exploration, social responsibility and sustainability, forward-thinking practices
Core brand values are the driving force of your brand, influencing every interaction, shaping its culture, and guiding strategic decisions. As we've explored in Part Two of "The Brand Compass," these values aren't just theoretical ideals; they are actively lived out in every facet of your brand, from customer service to product development. Through our analyses of Wawa, Liquid Death, and Herschel Supply Co., we've seen how deeply these brands embody their values, making them resonate with their target audiences and driving significant brand loyalty.
“Core brand values are the driving force of your brand, influencing every interaction, shaping its culture, and guiding strategic decisions.”
Reflect on how your brand lives out its core values. Are these values evident in your daily operations? How do they influence your interactions with customers? By aligning your actions with your core values, you not only strengthen your brand’s identity but also enhance its appeal to your audience. What steps can you take to ensure that your brand's values are not only declared but demonstrated? How might a deeper commitment to these values transform your customer's experience and your brand’s legacy? Engage with these questions to harness the full power of your brand's core values, just as our example brands have successfully done.
Are you ready to deepen your brand's impact in the marketplace? Join my Branding Frontier beta program, where we begin with The Brand Compass and leverage your vision with its insights to craft a personalized and strategic brand development plan. Together, let’s elevate your brand to new heights.
