chapter 7
Your values
If you look at your brand as a building, your purpose is the reason why you built it, your vision is what it was built for and your mission is how it was built. Your values, in fact, underlie all of them and act as the foundations and, without foundations, the building will be unstable. For most people, their ‘values’ are below the surface and, when asked about them, they are confused as to what they are and how important they are in determining the shape of their brand.
Knowing your values is important for two fundamental reasons.
First, it helps you make your life easier by realising why you are making decisions or taking ...
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