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Values-driven branding: To be, or not to be

Of course, we’d all want to ensure that the values we hold and express through our brand are all positive. But are they? Let’s take a closer look.

Who are you, anyway?

Like it or not, as entrepreneurs, our brand is us; they are one in the same. Oh sure, not all your values of your personal brand are expressed in your business brand. But many are, especially the core ones.

To illustrate, I’ll share some personal examples.

For me, one of these core values is creativity. Creativity, because I discovered many years ago that the jobs that made me the most unhappy were the ones that had no outlet for my creativity. I can vividly remember, my first job after leaving college was as a mortgage interviewer at TRW Credit Data. All day long, I would ask mortgage applicants questions about their residence, job and credit histories, dutifully filling out form after form. Desperately driven to create, I soon found myself furtively jotting down lines of poetry on scraps of paper...

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