How to Build a Strong Brand Through Clear Values

Your brand is more than a logo, a tagline, or a product. It’s about the promises you make and the experiences you create. Building a strong brand requires clarity, consistency, and authenticity—starting with defining your values.

In this episode of the $4M Strategies™ podcast, Carl J. Cox, CEO of 40 Strategy and 40 Accounting, interviews Matthew Pohl, CEO of The ReWild Group. Together, they explore the foundation of strong brands: the distinction between brand values and core values. Get a copy of Organizational ReWilding Rules for Business Growth. 

Why Values Matter in Business

Values guide decision-making, shape company culture, and build trust with customers. But not all values are created equal. According to Matthew, one of the most important steps in building a successful brand is understanding the difference between:

• Brand Values: These define your promise to the market. They outline how customers, suppliers, and the outside world experience your business.
• Core Values: These are your promise to your team. They shape the culture, drive internal decisions, and unify your employees.

By separating these two, you can provide clarity for both your team and your audience.

Common Pitfalls in Defining Values

Matthew identifies two major mistakes organizations make when defining their values:

1. Emulating Other Companies
   Many businesses choose values based on what’s trendy or popular in their industry. But copying others leads to a lack of authenticity. To stand out, your values need to reflect who you are, not who others are.
2. Setting Aspirational Values
   Organizations often select values that represent who they want to be rather than who they are today. While ambition is important, values should be rooted in reality. Unrealistic promises lead to disappointment for both employees and customers.

The Power of Clear and Authentic Values

When you clearly define your brand and core values, they act as a compass for your organization. They guide:

• Customer Interactions: Your brand values shape every experience your customers have with your company.
• Employee Behavior: Core values create unity and consistency within your team, driving decisions and fostering collaboration.
• Supplier Relationships: Your values influence how you work with partners and vendors, ensuring alignment at every level.

How to Define Your Brand Values

Matthew suggests using three to six words or phrases to summarize your brand values. These should:

• Reflect who you are as a company.
• Be easy for your team to remember and apply.
• Align with the experience you want your customers to have.

For example, an internal value like “fun” might not translate well to customer interactions if your market presence requires professionalism. By keeping your values distinct and clear, you avoid confusion and create a cohesive identity.

Key Takeaways from the Episode

• Authenticity is Essential: Your values must represent who you are, not who you aspire to be.
• Clarity Creates Unity: Distinguishing brand and core values ensures that everyone—employees, customers, and partners—understands your purpose.
• Consistency Builds Trust: When your values are clear, they provide a reliable foundation for every interaction.

Action Steps to Strengthen Your Brand

1. Audit Your Current Values: Do they align with your actual practices and customer experiences?
2. Define Brand vs. Core Values: Clarify your promises to the market and your team.
3. Communicate Clearly: Ensure that everyone in your organization understands and embodies these values daily.

Learn More on the $4M Strategies™ Podcast

Listen to the full conversation with Matthew Pohl to dive deeper into the importance of defining clear values for your business. Gain insights on how to stand out in the marketplace and build a brand that lasts.

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Whether you’re an entrepreneur building your first company or a seasoned executive leading a growing organization, this episode provides actionable insights to refine your brand and elevate your strategy. Start aligning your values with your goals today!

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