Your brand values are the immutable code by which you run your business. They are manifested through your actions and behaviors, particularly when no one’s looking. What do you stand for? Why do you brew beer the way you do? What are the non-negotiables for your business? Why do you exist?
It’s important to define your brand values because they directly influence your positioning, storytelling, strategic messaging and brand essence. They inspire your internal team, attract the best industry talent and get customers excited to support your brewery (we all want to support companies whose values align with our own).
You’ll go through a values clarification exercise in the workbook. As a preview, you’ll be writing all the specific values you hold dear. Some examples can include:
innovation / community / artistry / precision / inclusivity / adventurous / collaboration / curiosity / playful / inventive / relentless / traditional / DIY / self reliance / balance / accessibility / mentorship / stewardship / reverence
You’ll end up with a dozen or so ideas from this first round. From here, you’ll review this list and combine or eliminate any similar ideas (it’s not uncommon to capture a lot of synonyms your first time through). There’s no magic number, but we try to get the final list down to three or four core values. We find this makes them easier to remember and more importantly, easier to live by.
Here are a few questions to help you narrow down your larger lists of values (in case you’re spinning your wheels):