I found a little piece of scratch paper in my pile with this quote on it:
“Customers who share your values will be attracted to your brand and are likely to become loyal to your brand and even enthusiastic advocates.”
The quote was by Brad Van Auken of Forbes.
If you believe this statement raise your hand. As they say in NY, if you believe this statement “I have a bridge to sell you.” It’s a nice sentiment, but not something brand planners should be concerning themselves with. Brand planks are a marriage of “good-ats” and “care-abouts” — what a brand is good at and what customers care about.
Unless you are good at values, as a non-profit might be, it’s best to focus brand strategy on tangible product benefits. Leave the values for the PR and corporate responsibility departments.
If you do go the value route, the values you pick are going to be noncontroversial and values others are likely to pick. I’m not being insensitive here just pragmatic. I don’t buy Hellman’s mayonnaise for values. I don’t drink Voodoo Ranger for values. I don’t buy Marmot tents for values. Values are nice, but they are not a brand’s day job.
If you are in a meeting with a brand shop and they’re going on and on about value-based brand planks, and charitable give-backs, politely bit them adieu. I’m sure they’re wonderful, generous people, but they have, likely, never build a resolute brand.
PS. Charity work and sustainability are important, they are just not brand planks. For examples write email@example.com.