Why every brand needs an internal compass

We all have an internal compass.

A golden set of guidelines that carry us through with each decision and step we take.

They shape us, they hold us, they mould us.

And brands need those too.

An internal compass to act as a guiding light.

From making decisions to stepping into the next iteration of itself.

Brands need guidance, not the rigid or the rulers, but principles to set their worlds into motion.

Values.

Truth.

North Star.

We could call it a million things and we could ponder until the night goes dark and the stars come out. But, true brand values are really simple. They are the embodiment of a brand’s existence and work, designed to be omnipresent, ready for their moment to shine.

Brand values act as that internal compass. They aren’t words printed in vinyl onto a wall in the office and then left to peel and fall. They’re words that mean something, mean everything, that are ingrained into every business decision no matter how big or small.

Those values hold you through thick and thin, rooted in what you stand for and woven into how you speak and what you say. They form the pillars for your brand, they inform your words and your vision, the present and the future. They allow for flow and creativity, clarity and conviction.

An internal compass makes it easier to be a better business.

Knowing what you stand for makes it easier to be a better business.

Knowing what you say and how you say it makes it easier to be a better business.

And better business is what this world so desperately needs.