Service & Phase: Brand
Brand Phase Chapter 5: Brand Core
Deliverable: Core Values
Consumers today can sniff out a disconnected and disingenuous message from a mile away. The only way to have a cohesive and genuine message in all your marketing and communications is to have core values that truly represent your goals, your passions, and your beliefs. That’s why the first step in our Brand Core phase is helping you identify and establish the core values for your brand.
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Value at the Core of Your Business
Did you know?
- 77% of employees consider company values before accepting a job offer
- Only 40% of employees understand their company’s core values, yet companies with a strong culture have 4x higher revenue growth.
- Businesses with value-driven operations see 25% faster revenue growth than competitors.
- 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.
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Key Outcomes from Developing Better Brand Core Values
Any work on your brand and any marketing initiatives will be fruitless if we don’t define your core values, your ‘why’. This might be among the most important steps in our whole process. Here’s what you can expect:
Defined 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.
Branding Roadmap
In the process of defining your values, we also start the process of visualizing how those values will carry your brand forward, and how they can adapt to future market changes. You will see first-hand how your values impact how your brand is perceived.
Enhanced Company Culture
Your core values are what determine your company culture — something that has become increasingly important to young, talented professionals. As your values crystalize through this process, we begin to lay the groundwork for your company culture.
Why Are Core Values So Important?
You have the opportunity to advertise to the savviest population of customers the world has ever known. Today’s consumers enjoy the luxury of choosing to buy from companies that align with their personal values, and an increasingly large number of them are taking advantage of that ability. Having values that don’t match your business operations or your audience means you are missing out on engaging potential customers.
Core values help:
- Create a foundation for healthy company culture
- Increase hiring and recruiting quality and success
- Align brand vision between employees and leadership
- Differentiate you from your competition
- Plan long-term partnerships by matching values with other companies
- Make hard decisions easier through a shared vision
- Serve as a benchmark during crises and periods of stress
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Developing Core Values is Part of Our Proven Process
Service & Phase: Brand
Brand Phase Chapter 5: Brand Core
Deliverable: Core Values
The Brand Core chapter defines the non-negotiable beliefs and promises of your brand. This stage formalizes your brand’s purpose and values into a clear, actionable guide for your entire organization.
01 | The Purpose of Core Values
As the first step in the Brand Core Chapter, Core Values sets the stage for everything in the rest of our proven process. We weave the threads of your values through everything related to your brand so your company culture is strong both inside and out.
After defining your core values, Chapter 5 continues with:
- 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.
- Personal Brand Blueprint for Key Executives: A guide for leadership to ensure their personal brands align with the company’s core principles.
02 | Defining Your Core Values
The Brand Core chapter begins with a collaborative workshop involving your key stakeholders. We use the strategic insights from previous chapters to inform our discussions and exercises focused on defining your core values. This includes a Values & Beliefs Workshop and collaborative exercises to uncover and formalize your brand’s non-negotiable principles.
03 | Applying & Activating Your Core Values
Your brand’s core values are integral to your business operation, and to our branding process. After we define your core values, we begin work on crafting a mission statement and a vision statement. Then, we develop your brand promise and a plan for internal communication and training to ensure your entire team understands and embraces your brand’s principles.
Defining and Living Your Core Values is Essential for Your Brand’s Success
Did you know 70% of employees feel more motivated when their company’s values are aligned with their personal beliefs. Building trust with your employees and living by your values helps build a brand that survives when times get tough.
Build a Strong Culture
A clear set of core values supports a healthy team and a positive work environment, leading to higher productivity and lower turnover.
Connect With Your Audience
Over 61% of consumers said they prefer buying from companies that share their values.
More Than Words
Brands with clear values see higher engagement, have happier employees, low turnover rates, and more returning customers.
80
More than 88% of US employees say a strong company culture is what drives success at their company.
20
Brands that have clear values and live by them have a 20% lower turnover rate than those that don’t.
61
Around 61% of employees in the US say they would leave their job for a company with a better culture.
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More Branding Services
Explore more of our award-winning branding services, ready to help your business elevate your brand image and accomplish your long-term business goals.
- Brand Discovery Session
- Dedicated Brand Strategist
- Brand Blueprint & Roadmap
- BRJ Co-Founder Collaboration
- “Brand Discovery Tour”
- Brand Audit
- Ideal Customer Research
- Brand Research
- Leadership & Stakeholder Interviews
- Brand Positioning
- Brand Purpose: The “WHY”
- Brand Archetype
- Brand Personality & Attributes
- Brand Type & Hierarchy
- Personal Brand Blueprint for Key Executives
- Unique Value Propositions
- Tagline
- Brand Voice
- The “Elevator Pitch”
- Brand Story
- Brand Campaign Slogans
- Custom Logo
- Logo Suite
- Color Palette
- Typography
- Branded Textures & Patterns
- Icon Suite (20X)
- Logo Intro Animation
- Visual Brand Language System
- Online Tool Map: Brand Section
- Alternative Domain Research
- Social Media Handle Research
- Brand Campaign Domain Research
- Strategic Introductions (trademark, copyright, etc.)
09 | Execution & Assets
- Pass Approval
- Organization & Delivery
- Brand Rollout Asset
- Brand Assets (20X)
- Brand Asset Management System (BAM)
- Brand Activation Toolkit
- The Brand Guide
- Brand Foundations
- Messaging Guidelines
- Visual Identity Guidelines
- Brand Application & Activation
More Content Services
Explore more of our award-winning content services, ready to help your business elevate your brand image and accomplish your long-term business goals.
01 | Content Discovery
- Content Discovery Session
- Content Blueprint & Roadmap
- Dedicated Content Strategist
- “Content Discovery Tour & Interviews”
02 | Content Research
- Content Audit
- Content Research
- Content Gap Analysis
- Trend Analysis & Content Opportunities
- Content Creative Brief
- Content Creation & Curation Checklist
- Content Optimization Checklist
04 | Creation & Editing
- Level Specific Content
- Content Creation & Editing (Custom)
05 | Implementation
- Content File Library
- Content Implementation & Styling
- Content Promotion & Distribution Plan (Multi-Channel)
- Content Governance Framework
More Build Services
Explore more of our award-winning website services, ready to help your business elevate your brand image and accomplish your long-term business goals.
- Build Discovery Session
- Dedicated Build Strategist
- Build Blueprint & Roadmap
- BRJ Co-Founder Collaboration
- “Build Discovery Tour”
- Octopus Sitemap Strategy
- Sitemap Implementation
- User Flow Map
- Future Sitemap Expansion Plan
05 | Page Layout
- Page Layout Strategy
- Page Layout Implementation
- Mobile Customization
06 | Online Tools
- Hosting + Security, Accessibility, & Speed
- Online Tool Map: Build Section
- Setup, Integration & Testing
- Tech Stack Training Materials
07 | Content Implementation
- Website Content Strategy
- Website Content Styling & Editing
- Content Creation & Curation
- Website Lead Magnets
- Dedicated Content Strategist
- Website Content Repurposing & Workflow Strategy
- Website Brand Implementation
- UX/UI Fundamentals
- Mobile, Tablet & Desktop Design Optimization
- Design System & Component Library
09 | Automation & Optimization
- Automation Checklist
- Optimization Checklist
10 | Launch
- Pass Approval
- Test Phase
- Pre-Launch Checklist
- Website Launch Execution
- Post-Launch Checklist
More Strategy Services
Explore more of our award-winning strategy services, ready to help your business elevate your brand image and accomplish your long-term business goals.
01 | Review & Training
- Growth Strategy Workshop
- Foundation Walkthrough
- Login & Access Review
02 | Post-Live Online Tools
- Hosting Review
- Security, Accessibility, Speed Review
- Growth Tool Checklist
04 | Intro to Grow
- Grow Membership Sign Up
- Momentum Checklist
- Big Red Jelly Academy
- Client Happiness Enrollment
05 | Rollout
- Internal Rollout
- External Rollout
- Template Library
- Execution Support
More Grow Services
Explore more of our award-winning grow services, ready to help your business elevate your brand image and accomplish your long-term business goals.
- Grow Discovery Session
- Dedicated Growth Strategist
- Dedicated Sales Strategist
- Dedicated Brand Strategist for Growth
- Grow Blueprint & Roadmap
- BRJ Co-Founder Grow Collaboration
- “Grow Discovery Tour”
02 | Grow Research
- Growth Audit
- Growth Research
- Growth Analytics Review & Research
03 | Strategy & Setup
- Account Access
- Growth Dashboard
- Weekly Progress Updates
- Monthly Reports
- Growth Review Sessions
- Quarterly Strategy Sessions
04 | Security, Accessibility, and Speed
- Website Security Checklist
- Website Accessibility Checklist
- Website Speed & Performance Checklist
- CMS Setup Checklist
- CRM Setup Checklist
- Grow Tools & Tech Stack Setup Checklist
- Blogs, Website Content, Pages
- Graphic Design & Social Posts
- Thought Leadership
- Video & Photo Production
- Keyword Research
- On-Site SEO
- Meta Titles & Descriptions
- Technical SEO Fixes
- Broken Link Fixes & Website Scan
- Header Optimization
- Site Speed Optimization
- Generative Engine Optimization
- Site Architecture Optimization
- International SEO Optimization
- Voice Search Optimization
- GBP Optimization
- Online Listing Setup & Management
- Link Building
- CRO
- Lead Magnets & Sales Collateral
- CRM Setup & Support
- Lead Generation & Nurturing
- AI Sales & Marketing Agents
- Referral Engagement Program
- Global Sales Enablement Strategy
- Brand Management, Activation & Refresh
- Review Management
- Brand Campaigns
- Leadership Personal Branding in Grow
- Customer Experience Management
- Marketing Strategy & Support
- Proactive Web Support
- Email Marketing Automation
- Social Media Strategy
- Newsletter Email Marketing
- Influencer & Partner Marketing
- Digital Marketing & Advertising
- Content Marketing
Meet Your Brand Core Values Team
We are Big Red Jelly: a team of passionate industry veterans and young digital natives who love helping new startups and established brands identify and embody their core values. We know how important it is for a company to have the right values and live by them because that’s what we do, and we love doing it. We believe that spending time identifying your core values is an investment in your business that will pay dividends.
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Why Choose Big Red Jelly To Develop Your Core Values?
At Big Red Jelly, we don’t do cookie-cutter solutions, one-size-fits-all campaigns, or “good enough”. We always start with a blank slate and a proven process. We don’t assume to know where we’ll end up or what the finished product will look like, but we work until we believe it’s just-right for your brand. We are a US-based team with old industry veterans and young passionate marketers. We pride ourselves on keeping our award-winning services affordable and practical.
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5 FAQs About Core Values
Can we suggest values we want to be included?
Yes! Our Core Values process includes you and key stakeholders. Your input is invaluable as we work together to identify what values embody your brand. You can come prepared with ideas or not, our proven process will work either way.
Can’t we keep our current values?
It is possible that through our process we land on the same values you already have, but you will come away with a deeper understanding of how they impact your business and how your employees and customers relate to and perceive them. Our process is important in not only identifying your values, but truly appreciating their role in your brand.
Can we skip this step and save money?
We don’t price our chapters and services separately. Our process works because every team member and step functions as part of a unified and cohesive whole. Skipping this step would weaken the overall brand and undermine your marketing efforts.
I’ve never worked for a company that had clear values, or most of them didn’t care, why should I?
Too many companies don’t live their core values, don’t have any, or don’t communicate them clearly to their employees. As a result, their business suffers. But you came to us because you wanted to stand out. You choose to be better than brands who simply check the boxes. We want to help you live your core values because we know they are fundamental to greater (and easier) success.
Are company values really that important?
Yes! We not only believe they are that important, we’ve seen it. We have helped thousands of brands get off the ground and seen first-hand how a fundamental understanding and appreciation of core values helped them achieve success.