Some strategists today believe culture is the most important facet of Brand Identity. We include shared values, culture and community in our Brand Identity model as a way to leverage the power of the company’s core beliefs in connecting with key stakeholders inside and outside the organization. These aspects of the Brand Identity Prism answer the question, “Who are we?” and “What do we have in common with customers?”
Answering these questions will help to articulate your brand’s shared values and community:
- What are your organization’s core beliefs?
- What will the organization (and the brand) never compromise on?
- Which of your core beliefs or values do customers share?
- How do you let customers feel your mission and feel included in it?