Creating a Brand for a New Business Guide to Creating a Brand for a New Business | Page 7

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What are your business’
values & culture?
A business and, therefore, its brand is like a person
in so much as it is made up of beliefs and values
which determines how it behaves in different
situations.

hints & tips
Clear values supported by
a strong culture will help to
create a strong and sustainable brand.

When building your brand, it’s critical to establish
a set of values that support the ethos which will
guide your business. You should then create a culture that ensures that the people in your organisation act in ways that support your values. This will
help create a stronger business with clear direction,
as well as helping to define your corporate identity.
The culture of your organisation plays a critical role,
not only in shaping your new brand identity, but in
building the reputation of the brand over time. It is,
therefore, important to takes steps to ensure that
your culture remains consistent as your business
grows so that your values are not diluted as new
people are employed and others leave.
Remember, clear values supported by a strong
culture will create a strong brand.