Brand values: They’re necessary to have… but not always easy to nail. How do you decide the most important values to highlight, the ones that will convey what your business is really about, and the ones that will help you stand out from the competition?
Brands often fall into the trap of using generic values in their messaging. Most of the time, they’re not bad values, per se. But at their best, these generic values are just… fine. At their worst, they’re downright boring.
Generic brand values cannot truly articulate your business’ differentiators in the market — and you can forget about standing out in customers’ minds.
Below, check out eight examples of generic brand values and why they fall flat— then, scroll down for examples of unique, catchy, and impactful values that modern day buyers resonate with.
Generic Brand Values To Avoid
Sure, quality is important, but it’s also basic. Think about it: It’s not like any brand is ever going to say they value sub-quality products or services. Instead of using “quality,” try focusing on a specific aspect of your business’s quality that sets it apart.
“Innovation” is one of the most commonly used descriptors in the startup space… to the point that it has become almost meaningless. As an alternative, brands should focus on the specific ways in which they are breaking the mold.
We all want our brands to be trustworthy, but startups need to make it clear why their customers should trust them: Is it 24-7 customer support? Personalize UX? Timely delivery of good and services? Whatever it is, always be sure to follow through on that trust at every touchpoint.
Not only is “affordability” a generic value; it’s also reductive. Having a cost-effective product or service is certainly a point of pride, but “affordability” doesn’t take into account the value your startup provides (regardless of what it costs) — it actually can evoke a perception of a “cheap” brand.
Authenticity is difficult to define for a new audience. You are essentially saying “we are who we say we are,” except… prospective customers don’t actually know who you are yet! In place of “authenticity,” provide a more specific value that speaks to how your brand is authentic.