Service & Phase: Brand
Brand Phase Chapter 5: Brand Core
After establishing the brand’s purpose through a Guiding Idea and defining its essence with Brand DNA, the next step is to construct the foundational principles that inform all organizational actions. The Brand Core chapter delineates these essential principles, articulating the non-negotiable beliefs, customer commitments, and core values that shape company culture. This process ensures brand integrity and fosters a credible, authentic identity that resonates with both internal stakeholders and customers.
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The Core of Your Brand: Beliefs, Values, and Promises
Did you know?
- Only 40% of employees understand their company’s core values, yet companies with a strong culture have 4x higher revenue growth.
- A brand’s core values have a significant impact on customer loyalty, with 82% of consumers saying they’re more likely to buy from a brand that shares their values.
- A clearly defined brand promise can increase customer retention by 10% to 20%.
- 88% of employees believe it’s important for companies to be more purposeful, and a strong Brand Core provides that purpose.
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Key Outcomes from Brand Core
Defining your Brand Core is a critical step that ensures your brand is built on a solid foundation of principles and purpose. Here’s what you can expect from this chapter:
Clear Core Values
We will articulate the fundamental beliefs that drive your brand’s actions and decisions. Your core values serve as a moral compass for your team, guiding everything from product development to customer service.
An Inspiring Mission and Vision
We will craft powerful statements that define your brand’s current purpose and its future aspirations. A clear mission statement and vision statement will align your team and inspire your audience.
A Defined Brand Promise
You will have a clear, concise statement of the unique value your brand delivers to customers. Your brand promise is a commitment that builds trust and sets expectations, ensuring every interaction reinforces your brand’s credibility.
Why is Brand Core so Important?
The Brand Core represents the central foundation of a brand, encompassing its guiding principles, purpose, and commitments. It provides clarity and direction, enabling teams to act with purpose and integrity.
Here’s why Brand Core is so important for your business:
- Defining core values establishes a shared set of principles for the team, fostering internal brand engagement. This approach strengthens organizational culture, improves morale, and enhances team cohesion.
- Transparency regarding mission and values enhances perceptions of authenticity and trustworthiness. This authenticity contributes to the development of a loyal customer base that supports the brand’s objectives.
- The Brand Core establishes a clear framework for decision-making. Core principles ensure that organizational actions, such as hiring or product development, remain consistent with the brand promise.
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Brand Core Is Part Of Our Proven Process
Service & Phase: Brand
Brand Phase Chapter 5: Brand Core
The Brand Core chapter defines the non-negotiable beliefs and promises of the brand. This stage formalizes the brand’s purpose and values into a clear, actionable guide for the entire organization.
01 | Brand Core Purpose & Deliverables
The Brand Core chapter formalizes the foundational principles of the brand. Insights from the Guiding Idea and Brand DNA are synthesized to articulate core beliefs that guide future brand development and organizational culture.
Key Deliverables for Your Brand:
- Core Values: The fundamental beliefs and principles that drive your brand.
- Mission Statement: A concise statement defining your brand’s purpose and its daily actions.
- Vision Statement: A statement that articulates your brand’s long-term aspirations.
- Brand Promise: A clear promise to your customers about the value and experience you will deliver.
- Brand Emotion Drivers: The specific emotional connections you want to build with your audience.
- Internal Brand Engagement Program: A plan to ensure your team understands and lives your brand’s core principles.
02 | Brand Core: Process
This phase begins with a collaborative workshop involving key stakeholders. Strategic insights from previous chapters inform discussions and exercises focused on defining core values, crafting a mission statement, and articulating a vision statement. Subsequently, the brand promise is developed and a plan for internal communication and training is established to ensure all team members understand and embody the brand’s principles.
Tools and Tactics Used in This Chapter:
- Values & Beliefs Workshop: Collaborative exercises to uncover and formalize your brand’s non-negotiable principles.
- Mission & Vision Statement Frameworks: Guided sessions to craft concise, powerful statements that resonate both internally and externally.
- Brand Promise Development: A process for defining the single, most important commitment your brand makes to its customers.
- Emotional Driver Mapping: Identifying the specific feelings and emotions you want your brand to evoke in your audience.
- Internal Communication & Training Plan: Creating a roadmap for sharing your Brand Core with your team to foster a strong, purpose-driven culture.
03 | Brand Core Application
The Brand Core serves as the foundation for the brand and organizational culture. Its principles inform brand messaging, visual identity, marketing, and all decision-making processes. As the primary reference point, it ensures that actions remain authentic, purposeful, and consistent with the brand’s stated values. For instance, a core value such as “Innovation” can guide product development, influence marketing language, and shape internal discussions and training. The Brand Core provides a strategic filter for decisions, from hiring to advertising, ensuring alignment with the brand’s purpose and commitments.
Improving Your Brand Core is a Powerful Investment for Your Business
Defining the Brand Core is essential for building a brand that is recognized, trusted, and valued. This investment fosters a purpose-driven culture and cultivates a loyal customer base.
Build a Strong Culture
A clear set of core values fosters a cohesive team and a positive work environment, leading to increased productivity and lower turnover.
Increase Customer Loyalty
When customers understand and align with your brand’s purpose, they become more loyal and are more likely to advocate for your brand.
Streamline Decisions
Your Brand Core serves as a strategic filter, enabling your team to make informed decisions that are authentic and consistent with your brand.
88
%
of consumers say that a brand's authenticity is a key factor in their purchasing decisions. Your Brand Core creates that authenticity.
77
%
of consumers say that they choose to buy from brands whose values align with their own.
54
%
of consumers are willing to pay more for a brand with a strong purpose.
Next Brand Chapter: Brand Messaging
Once the Brand Core is established, the next step is to express these principles through language. The Brand Messaging chapter develops a distinctive voice and key messages to communicate the brand’s purpose and values to external audiences.
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5 FAQs About Brand DNA
What is the brand core?
Brand Core is the foundation of your brand’s identity, encompassing its fundamental beliefs and principles. It is the consolidation of your mission statement, vision statement, and core values into a single, actionable framework. Your Brand Core is the reason your brand exists, the promise it makes to its customers, and the purpose that drives every decision, both internally and externally. A good example is Patagonia, whose brand core is deeply rooted in environmental activism. This core belief influences everything they do, from their “Worn Wear” program to their advocacy campaigns and even their choice of materials. Their brand core isn’t just a marketing slogan; it’s a living principle that guides the entire business.
What is the difference between Brand Core and Brand DNA?
While Brand DNA defines your brand’s human-like personality, voice, and emotional connection, the Brand Corefocuses on the brand’s fundamental beliefs and principles. Think of Brand DNA as the soul of your brand, while the Brand Core is the moral compass and foundation. The Brand DNA is built on the insights from your Brand Core to ensure that your brand’s personality and voice are authentic and aligned with your foundational principles. For instance, if your brand core includes the value “Trust,” your brand’s DNA might be “Reliable, Clear, and Honest” to reflect that value in your communication.
How does a strong Brand Core benefit my business?
A strong Brand Core creates a powerful sense of purpose and integrity that benefits your business in numerous ways. It helps you attract and retain employees who share your values, leading to a more engaged and productive team. For customers, it builds trust and loyalty, as they feel more connected to a brand that stands for something beyond its products. This purpose-driven approach can also help your brand stand out in a crowded market and drive revenue. A recent study by Deloitte found that purpose-driven companies have 40% higher levels of workforce retention, which is directly tied to a clear understanding of the company’s core values and beliefs.
Can my business skip the Brand Core chapter?
While you might have an idea of your company’s purpose, skipping this formal chapter means you are likely operating without a clear, documented framework. This can lead to a lack of consistency in your messaging and an inability to fully align your team. Without a defined Brand Core, your brand’s actions may feel inauthentic to customers, and you may miss out on building the deep trust and loyalty that comes from a shared purpose. This is a crucial step that prevents your brand from becoming a jumbled collection of disconnected ideas.
How does a better Brand Core impact employee engagement?
A well-defined Brand Core is essential for employee engagement. When employees understand and believe in their company’s mission statement and core values, they feel a greater sense of purpose and are more motivated to contribute to the brand’s success. It provides a shared set of principles that guides their work, fosters a positive company culture, and helps attract talent who are passionate about what your brand stands for. For example, a company with a core value of “Customer Obsession” will see employees naturally prioritizing customer needs, as that value is ingrained in their daily work. This creates a culture of passion and ownership that is difficult to replicate without a strong Brand Core.
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