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What Are Brand Values?

Brand values run at the core of your brand. Everything you do from your marketing to the look and feel of your brand will be driven from this core. People like to associate themselves with others that have the same feelings, thoughts and passions as them. Brand values allow you to connect with potential customers on an emotional level and that emotional level is what makes people fall in love with your product.

Define Your Purpose

As you start to think about your values, you may find yourself picking generic values that you think people want you to have. If you start doing this, remember every other person creating a brand is coming up with the same values. You want your brand to stand out and the way you do this is by defining your purpose, your cause, your belief.

The first question we need to answer is, 'why am I starting my clothing brand?'. Your first response may be, 'to make money', which is true, but you try and sell your product to someone by telling them you're only doing it for the money and that will be the last you see of them.

Idea Generation

Get a piece of paper and scribble down all the reasons your customers would buy your clothing. Write down whatever pops in to your head. Think of emotional reasons for why people would want to associate themselves with your brand.

Once you have a full page of reasons start to pick out the emotive keywords. Are there any that are repeated? These are the emotional values that your brand is built on. These are the values that your customers will relate to and connect with on an emotional level.

Purpose Statement

You have your brands emotive values and now you can transform these in to a statement that tells your customers why you do what you do and why they would align themselves with your brand. The best way to explain this is to show a few examples:

Out of all the things that we could have done, why did the talented team here at Banana Moon decide to go in to personalised clothing...

"We create an inspirational ecosystem, that unites people through shared experiences."

Banana Moon

"We believe that, through sport, we have the power to change lives. And we work every day to inspire and enable people to harness the power of sport in their lives."


Your purpose statement should tell people what your purpose is and how its related to other people. Give it a go using the below template:

I / We believe that... (what is your purpose)

I / We... (how do you empower others to achieve it)

What Next?

Once you have your purpose statement you can start to identify your audience. Who are the people that believe what you believe? These are the people that will be buying from you. Read more about that here.

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