The definition of “brand” has been expressed in many different ways. In short, a brand is the identity of an organization. Some marketers refer to brand as an organization’s ‘DNA.’
Brand - the sum of all expressions by which an organization intends to be recognized - is one of the most important assets for any organization. A brand makes an organization memorable and recognizable, it encourages consumers to buy your service or product, and it provides a sense of identity for employees to stand behind.
How Do Organizations Find Their Brand?
According to MarCom Foundation, creating a brand requires four steps: creating a visual identity; infusing meaning and purpose; eliciting emotion; and building a relationship with the public. While these four steps are important, the purpose of this post is to focus on the root of these four steps.
If a brand reflects the identity of an organization, then where does identity originate?
Values Provide Meaningful Brand Guidance
Organizational values are the guiding principles that provide purpose and direction. Milton Rokeach’s influential definition presents values as core beliefs directing one's preference for specific modes of conduct or end states. These beliefs are intrinsic to leaders' decision-making processes and guide their actions within an organizational context. Similar to mission and vision, values impact how organizations make decisions, do business, and how they treat employees and customers.
Values Are At the Heart Of Organizational Culture
For example, the stated and active values of Thought Partner Solutions are equity, collaboration, and transformation. These values are at the center of what we do, how we do it, and why it matters.
TPS is not just in the business of selling leadership consulting; we are sharing a vision for the future where leaders foster inclusive and thriving communities through intentional values-based actions.
This proposition is reflected in a brand package that features a logo that abstractly signifies partnership and a color palette and font that visually illustrate TPS creative professionalism alongside a collaborative, inclusive spirit. The tagline - Paving the way to the future of leadership - speaks to the notion that TPS is on the cutting edge of DEI leadership development.
TPS values provided the meaningful guidance for this brand identity for all of these brand decisions.
Why Do Values Offer the Most Powerful Brand Identity?
We come full circle back to the four required steps of brand creation. Values point to three of the four required steps to brand identity
- Values infuse meaning and purpose
- Values elicit emotion
- Values help to build a relationship with the public by nature of their authentic relatability
When you sit down to consider your mission, vision, and overall planning, think about exploring your organizational values. You may find that they become the heart of every decision you make and everything you do. When your values are clear, the public will understand you, trust you, stand behind you, and connect with you. These outcomes translate to measurable and impactful growth.
