Build a Resilient Brand Part 2: Create Engaging Values-based Marketing Content | Tamara Jensen | Skillshare
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Build a Resilient Brand Part 2: Create Engaging Values-based Marketing Content

teacher avatar Tamara Jensen, Entrepreneur & Brand Strategist

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Introduction

      2:03

    • 2.

      Class Overview

      3:19

    • 3.

      Background & Customer Experience

      8:23

    • 4.

      Customer Experience pt 2

      4:17

    • 5.

      Corporate vs. Brand Values

      4:31

    • 6.

      Developing Your Brand Values

      6:15

    • 7.

      Developing Your Brand Values pt 2

      4:02

    • 8.

      Distill & Validate Your Brand Values

      5:34

    • 9.

      Build Your Brand Values Statements

      4:55

    • 10.

      Build Your Values-Based Brand Library

      4:11

    • 11.

      Create Compelling Content that Connects

      3:13

    • 12.

      Closing Thoughts

      1:40

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About This Class

If you’ve ever struggled with knowing what to post online about your brand, this class will provide a values-based framework that will inspire you to make content that connects!

In this class, you will develop an infinitely scalable structure for sharing your unique brand story that is built on the authentic and powerful values that set you apart and connect you with your audiences.

We will...

  • Complete a values assessment for household brands
  • Develop a set of values for your brand
  • Validate your brand's values
  • Create promotional content that reflects those brand values

This class is for entrepreneurs, creatives, or marketing professionals who want to make a stronger connection with their customers and prospects. It will provide you with the tools to share your brand story in a meaningful way, and develop endless creative content marketing ideas that go beyond the hard sell to make a real connection and build your community.

If you’ve taken my previous class and tapped into your brand’s core essence, you will build on that all-important source of your brand’s power in this class, as we build the next layers of our resilient brands. While having your brand’s core essence locked down is not necessary to complete this class, developing each layer of your brand will make subsequent steps easier, and will give you more confidence on your journey to building a resilient brand!

Not only will this class provide you with a framework for telling your brand story in a meaningful and impactful way, but defining your brand’s values will inform every other element of your brand’s positioning and public-facing assets, like your brand visuals, messaging, advertising, and more. 

Locking down your brand values will ultimately set you up to create a trustworthy, sustainable, scalable, and competitive presence in the marketplace.

Meet Your Teacher

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Tamara Jensen

Entrepreneur & Brand Strategist

Teacher

Hi! I'm Tamara!

I'm a serial entrepreneur, educator, and visual artist from Ontario, Canada. In my practice, I share creative and effective approaches to help brands bring their big ideas to life. As a fractional marketing executive and consultant with arts organizations and agencies, I guide my clients and teams to achieve ambitious goals while celebrating creativity and fostering community. I am a startup mentee and workshop facilitator at a local university-based entrepreneurial incubator, and a Skillshare Rising Teacher resident.

Having spent over a decade as an agency-based and freelance brand strategist, I've worked with a wide variety of brands, ranging from main street ice cream shops to industrial manufacturers and national sp... See full profile

Level: All Levels

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Transcripts

1. Introduction: I am a professional marketer and even I find it difficult and sometimes cringy to market myself. How do you sell what you're offering without coming across as cheesy and insincere? How do you connect with a potential customer in a way that builds trust and credibility, and inspires them to take action? I've created this class for anyone who's struggling with their marketing, and wondering how the big successful brands build loyal and engaged communities. My name is Tamara Jensen, and I'm a brand strategist, entrepreneur, and educator. I work with creatives, fellow business owners, and marketing teams to help them build strong and resilient brands from the ground up. In this class, we'll start by observing some big successful businesses, household brand names, and see how they reflect their values in the content that they share. We'll build off that knowledge by having you create your own set of brand values, that not only set you apart but resonate with your audience. These shared values are what will attract, engage, and cement the relationship with your most desirable and valued supporters. From this set of values, we'll build a framework of actual content that you can start sharing with your audiences. Building your brand and setting it miles apart from the competition. The projects for this class will be one, developing a set of values for your brand, and two, building a library of content that you can put straight to work with marketing your brand. All you need to get started is a brand name household object, and the class workbook available to download in the class resource section. Today more than ever, brand resiliency is crucial to being competitive, sustainable, and successful. I firmly believe that by investing in your brand from the ground up, it will be ready for anything the world throws at it. Let's get into it with an overview of the class project. Join me in the next video. 2. Class Overview: If you completed my last class, you should have a solid understanding of your brand's core essence. That unique and differentiating source of power that sets your brand apart and informs all of your other marketing decisions. As we learned in that class, your brand values, will build on that core brand essence and each layer of your brand. After that, we'll continue to build, making your brand strong, competitive and ultimately as impactful as possible. If you haven't worked out your core brand essence yet, no problem. Feel free to head over to my previous class and then join us here when you're done. If you want to get straight to work today and figure out your brand values, that's great too. You might even find that the work you're doing today will help you figure out your core brand essence. We're building our brands together until we feel confident and excited about their potential. Go at your own pace. Let your thoughts and ideas surface intuitively. In this class, we'll work through some exercises that are designed to tease out the most important, authentic, and unique values that are reflected in your brand. At every touch point, we'll talk about how your brand values differ from your internal corporate values and why that matters when you're trying to connect with your customers, build a strong community and set your brand apart in the marketplace. Once we've developed our brand values, what do we do with them? Well, we share them and not just on a wall and a reception area or on our website. We integrate these values into all of the stories we tell about our brand on social media and advertising campaigns, and at every touch point, what we put out in the world should be a consistent reflection of what we value. That's how we build trust and support from our audiences. In this class, we'll build an infinitely scalable library of content that we can share about our brands, all based on our brand values that we've identified and validated. In my last class, don't feel the need to rush through these exercises. You'll likely revisit your workbook over a couple of sessions as more nuanced ideas come to mind. Ultimately, we want this to be an authentic reflection of your brand so that each layer we build after this makes your brand even stronger and more powerful. You are in full control of this process. Ultimately, we want this to be an authentic reflection of your brand, so that each step after this process makes your brand even stronger. You can post your work at any point in the class project gallery, or ask questions in the discussion if you want help from your fellow students or from me. I'll upload my workbook in the resource section so you can see how I approach the exercises for my brand. For this class, all you'll need is the class workbook available for download in the resource section, and a brand name household item. I recommend setting yourself up somewhere that's comfortable with no distractions so you can work through these brainstorming and writing exercises in a way that's comfortable for you. Let's get started with a quick review of the layers of a resilient brand and where our brand values fit in the bigger picture. Join me in the next video. 3. Background & Customer Experience: As you might recall from my last class, I like to think of a strong resilient brand as having layers. As we work our way outward from the inner layers of our brand to the outer external customer-facing touch points and experiences, we want to make sure that each layer builds on the previous, making our brands as strong and resilient as possible. In this lesson, we'll get familiar with those layers of a resilient brand and then we'll apply that framework to a household object. This exercise is designed so that we can consider the customer's perspective before we jump in and do the work with our own brands. Before we jump in, let's do a quick recap of the layers of a resilient brand. When people think of a brand, they tend to think of the visible experiential elements, what we call touch-points. This can include logos, colors, fonts, packaging, your physical shop, your messaging, and your customer service replies and much more. I'm a very visual person, so I like to think of these external touch points as the outer layers of the tree, like the branches, the leaves, the ripe fruit. We want to make sure our tree is strong and resilient from the inside out. This way, the public facing parts of our brand will be more likely to thrive during fair weather and stand up to the elements during the tough times. Customer feedback, critical reviews, economic and consumer trends, all kinds of factors can affect your brand. In the inner layers, we have things like our brand's core essence, our brand values, mission and vision, rules around language and tone, all of these important factors that make our brand's unique. Having our inner layers in place gets everyone on the same page, makes it easier to work with agencies, partners, creatives, manufacturers, and easier to communicate your brand's value to your customers. Making the inner layers of your brand strong does not mean the rest of your brand will be rigid. Quite the opposite. It will be nimble, flexible, adaptive just like a healthy tree. I like to think things need to be strong and healthy on the inside to feel and look good on the outside. As we worked through my Skillshare classes we're building out the layers of our brands to make them strong, resilient and competitive. Before we jump into our own brands, let's look at how these layers apply to the household brands we interact with every day. We're going to work backwards using an everyday household objects and try to fill in those layers using our perspective as a customer. As we'll learn, the customer is central to determining our brand values. And we want to align ourselves with those shared values in order to make a strong connection. So go ahead and grab your workbook and your household object, mine is the skincare product. Working inward, starting with the outer layers, I can describe the touch points of this brand coming from my experience as a customer. So I know with this brand they use TikTok a lot, that's how I was influenced. They use a lot of celebrity endorsements. So when I think of their media and advertising, that's what comes to mind. In terms of their product and packaging, I would describe it as very aesthetic, simple, clean, and fresh looking. I'll write that. Jumping over to the website and digital presence. This product is sold exclusively at a major cosmetics retailer. That's where I bought it. I would describe my experience there. They offer things like reward points and discounts and free shipping, so that's all part of my customer experience. Looking at the shop design. As far as I know, this product is only available online, at least in North America. So I can describe a bit more of what that shopping experience was like for me. It was a very simple, probably too simple, very enticing to add more products to my order. So I would write that down as my customer experience. In terms of customer service, I didn't have any problems with this product at all. But I can speak to the fact that it was really highly reviewed by people who had purchased it before. If we work inward to the next layer where we're looking at their visual identity in their messaging. We can see just from the product itself that it's clean, simple, fresh. Their messaging or tagline is joy and results in every bottle. So I'll make those notes here. Looking at the tone and the voice and the persona of this brand, I can assume just for my other interactions, that it's authentic, personable, friendly, and approachable. There's nothing that's stuffy or too scientific about this brand. As we start filling out the inner-most layers of this brand, we have to start making some educated guesses. We don't work for the company, but we can speak to what we experienced as a customer. When it comes to things like mission and values, we have to go on what we've experienced. Judging by some of the messaging and the fact that the word truth is written right on the bottle. I'm going to assume that this company wants to be an honest, open and transparent skincare company. Based on the price I paid and the retailer that they partner with, I'm going to also assume that they want to be accessible and value conscious. As we get to the all-important layer of brand values, we're still making assumptions, but we're using what we've learned as a customer. When it comes to my household product today, based on their packaging, their messaging, some of the product descriptions that I read before I purchased. I know that they value things like sustainability and being cruelty free and using science at the core of their brand. So I'm going to write those down as potential values. The core brand essence of this company, I'm going to have to take a guess here, but based on all of these other layers working towards that inner core, I feel like they all reflect a core essence of just joy, and proven results. That's what I'm going with. Of course, I don't work for this company. I don't know the ins and outs of the marketing choices that they make with their of experts. Does that matter? No. What matters is what I, as the customer have experienced. It's what drove me to learn about the product in the first place and what drove me to make a purchase. It's also what will drive me to either recommend or not recommend this product to other people and whether all make the purchase? Again, the more connected I feel to the entire brand experience, the more likely I'll become a loyal customer and brand advocate. Now it's your turn. Choose a household object and start filling in the layers of the brand, working outwards from those touch points and those customer experiences in towards the brand values and core essence. Ask yourself questions like, what was it that compelled me to buy this item? How did I feel when I left the shop with it or when it showed up at my doorstep. Was there something meaningful that drove you to make a purchase? Really think about your experience as a customer. The more detailed you can get about that whole experience, the clearer those inner layers will become. 4. Customer Experience pt 2: On the next page in your workbook, rank each layer of your household brand according to how impelling it was to you. I'm going to start at the top with the outermost layer. The brand's tangible and visual touch points, the packaging, the advertising, shop experience, etc. Next we have the brand's visual identity, the logos, the colors, the fonts, the overall aesthetic. I particularly really enjoy this. I'll give it a four. Now, we're moving in and we're at the brand's messaging and story telling, things like taglines, product descriptions, marketing copy. I would say that it was definitely effective on me and I enjoyed it and it resonated with me. Again, I'll give it a four. The next layer is the brand's persona and tone and voice. If this brand was a person, would you be compelled by them? Sure. I'd say that's probably about a four. Now we're getting closer to the inner layers of the brand, the brand's mission and vision. Another way of thinking of this is, does this brand's larger purpose speak to you? I would say, yeah, this is probably about a four for me. Now we're talking about the brand's values. With my product, it was things like sustainability, being cruelty free. Those are all really important to me as well. I'm actually going to give those a five. Then lastly, the brand's core essence, the driving force behind this brand. Is this brand compelling at a fundamental level to you? I would say overall, this is probably about a four for me. Once you're done ranking the layers of your household brand, ask yourself, are you likely to purchase this brand again? Was there something really compelling about it for you? Most importantly, was it something in the inner layers that really resonated with you? If so, are you likely to purchase this again, or is it replaceable to you? Write your answer at the bottom of the sheet? For me, I'm probably likely to purchase this again, but I might be compelled by something that's more locally owned or a better price point. Chances are, if you identify with the brand's values, you're a loyal customer and brand advocate. If you don't resonate with them, chances are this brand is replaceable for you. You might choose another brand the next time you shop based on price point, convenience, packaging, recommendations from a friend or any other of a myriad of factors. Remember when you're doing this exercise to think of your real experience as a customer. The saying, the devil is in the details is very accurate when it comes to building a strong and resilient brand. It can be one little thing that makes a difference between being a loyal customer or never purchasing from that brand again, if you're having trouble filling out the layers of your household brand, try choosing one that you're particularly fond of, or even one that you were really disappointed by. These more pronounced feelings might help you build out the layers more accurately. If you'd like to see how someone views your brand, get them to do this exercise with a product or service that you offer. You might ask someone who is very loyal to your brand and then someone who has never purchased from you before and see if there's a difference in their responses. Our goal as builders of our own companies is to align our brand values authentically with those of our ideal customers. These are the people who will buy more, come back to us again, and enthusiastically refer us to their friends and colleagues. As we'll see, the messaging that we use to share these brand values is crucial. The more of this messaging reflects what's central to our brand, the more powerful this marketing content will be. As architects of our brand, it is essential that we center our customers in the development process. We don't want to build a brand that's dictated by customer preferences. Instead, we want to form a connection that's based on the shared brand values. Now that we've looked at the structure from the perspective of a customer, we'll head to the next video and look at the difference between brand values and corporate values. See you there. 5. Corporate vs. Brand Values: Customers are increasingly making decisions on what to buy and which brands to buy from based on what they value. It's more important than ever that we get a handle on what it is that our brand stands for. Understanding and articulating our brand values will literally pay dividends. We're probably all familiar with the concept of corporate mission, vision, and value statements. There are typically developed during the business planning phase and revisited during strategic planning sessions. We typically see corporate values listed on the wall of a reception area or a boardroom and maybe listed on a company website. These corporate values are developed from the inside out, they are dictated by internal stakeholders like founders and CEOs, sometimes in collaboration with the board of directors or a highly paid strategic planning consultant. The question is, do these internally developed corporate values resonate with the brand's customers? Do words on a company's website or a boardroom wall mean anything? What happens when they don't align with your experience of the brand? In this class, we're focusing on brand values, the set of values that are shared with your audiences and dictated by the consensus of your customers. Unlike internal corporate values, brand values describe the actual experience of interacting with your company throughout the center of cementing trust, credibility and community to illustrate how this can go wrong and how it could affect the bottom line of accompany. Think about an experience you had where you were disappointed or let down by a brand. I recently ordered something from an international clothing brand that prides itself on being digital first and having a seamless shopping and shipping experience. From all of the messaging and advertising on all the platforms where I encountered this brand, I went into my shopping experience assuming there would be no issues. There were issues; Shipping delays, misleading emails, apology discount codes that didn't work. This disconnect between what the brand said they value and what I actually experienced as a customer was stark. Was I happy with the product? Yes. Was the quality great? Yes. Was the price okay? Sure. Has my trust in this brand been depleted? Yes. Will I purchased from them again? Probably not. This brand may themselves replaceable to me because of this stark disconnect. When enough customers have a similar experience that I have, this brand could find themselves spending immense resources trying to realign their brand values with the actual customer experience. Can you think of an experience you've had with a brand where you've been let down based on the expectations that you had. Is there something that they could have done to realign their brand values with your actual experience, have you switched to another brand that's a better fit with your values? What about a brand that you're extremely loyal to? Does your experience as a customer align with what they seem to value? I'm a regular customer at a local wellness boutique in my community. Everything they stand for resonates with me. Cruelty free, low waste they support women owned businesses as their suppliers. Everything about being their customer just feels good and if there is a mistake, I know that it'll be addressed immediately and generously. In fact, they make a product very similar to the household brand that I mentioned earlier because they're loyal and their values more closely resonate with me. I'm much more likely to continue supporting the local company. When you're thinking about a brand that you're loyal to, ask yourself if they practice, what they preach, and how they deal with inevitable difficulties. Chances are you're willing to continue supporting them because of the entirety of your experience as their customer. Remember when thinking about the difference between corporate values and brand values that accompany can say anything it wants about what it values, but what matters at the end of the day is the actual customer experience when brand and audience values align, that's when the magic happens. Articulating your brand values is the important first step in figuring out where that powerful intersection lies. Now that we have an understanding of why your brand values are so important and impactful let's get to work, unearthing them. Join me in the next video. 6. Developing Your Brand Values: We've established that our brand values are super important and powerful. But how do we begin to understand and articulate them? I'm going to demonstrate the process using my own consulting business. I'll be using the class workbook where you'll find all of the questions and some prompts. Feel free to follow along and take notes on how I arrive at my answers. These questions ask about the values at your company, the culture and the environment, how you and your team behave when you're confronted with obstacles in different situations, and most importantly, how customers perceive your company. If you're a solopreneur or just starting out, you can still answer these questions. I'm in that boat myself, so follow along as we work through these questions together. My business is a marketing consulting company. I do a lot of education, collaboration with workshops, events, and one-on-one training. In my last class, I arrived at the conclusion that the core essence of my brand is assurance. In short, I don't believe in gate-keeping. I thrive on delivering a great brand strategy for my clients, but even more than that, empowering them with the actual skills they need to make their brand as powerful as possible. As I embark on more intentionally marketing my business, I want to get a really good grasp on my brand values, so that I can be more confident that everything I put out is a great reflection of what my brand stands for. As we'll see later in the class, having my brand values in place will give me a solid framework for developing the rest of my marketing content. If you defined your core brand essence in my last class, keep that in mind as you work through these brand values questions. Remember, each layer in our brand builds on the last. Let's get started. The first question is, what defines the culture at your company? Here we want to use adjectives to describe the feelings, vibes, and general experience of working at your company. If you're a solopreneur or an artist, or like myself you don't work in a formal office environment with a team, that's completely fine. Ask yourself, how would you describe what it's like to work with you? I'll jot down some answers about my culture and my company. I would describe the culture at my company as being very collaborative and creative, very open to ideas, very empathetic, I would say, and then also like very nimble, strategic, and very optimized. The next question asks, which values do you or your team members bring to your work that are consistently upheld, whether or not they're rewarded? For this, I like to ask myself, what do I still stand by if I've done a job that I'm really proud of, that maybe the client didn't see the value in it? I would say some of the values that I stand by include creativity again, I'd say ingenuity, attention to detail, and empathy. I would also say that empowerment is still a value that I hold strong to, regardless of the outcome. The next question is, what do you and your team members stand for in your work? What do you and your team members think the company stands for? Another way to approach this question is to ask yourself, what sets your company apart from your competitors? What makes you and your team proudest in the work that you're doing? In my case, I would say I'm most proud of the quality of my work, the nuance and the detail that I put into my work, and that I'm building skills, so again, probably empowerment is a good word for that. Then creativity. The fourth question is, what do your customers and audience believe about your company? What do they say you stand for? A way to answer this is to think of maybe you've gotten really great reviews. What are some themes that come out in those reviews? I co-own a local restaurant and the food and drinks are great, but the reviews consistently mention the personalized experience and the professional hospitality, so I know that those things are what my customers value. When it comes to my consulting business, I would say that my clients really value my transparency. If I don't know something, I will ask. If something might be a day late, I let them know, very open. I would also say that they believe I stand for creative approaches and really building their skills. They also know that I have a high level of detail and then I'm very relatable as an entrepreneur myself. The fifth question is, which values do you or your team consistently adhere to in the face of obstacles? We've been going through a global pandemic, how have you dealt with that? Have you had supply chain issues? Have you had staff shortages? In the day to day, do you have the odd negative customer review or a troll on your social media channels? What values guide you through dealing with those obstacles? I would say when I encounter an obstacle, I'm still very empathetic and I always use an opportunity to educate. Again, sharing my knowledge, being transparent, and hopefully building some knowledge and skills in other people. We've worked through the first half of these questions. Feel free to take a break and come back in the next video where we'll finish this questionnaire. 7. Developing Your Brand Values pt 2: Welcome back. We're going to keep going with our brand values questionnaire. The next question is, what are your company's greatest strengths? Think of your best, most loyal customer. What would they say is the best thing about your company? What do you brag about when you talk about your brand? I would say one of my company's greatest strengths is again, that I'm very transparent, I don't believe in gatekeeping and I think my clients really value that. I also think that the energy I put into really building my clients' skills sets me apart and is a strength. Again, I would say that's empowerment. I also have a lot of empathy and patience working with my clients and I think that's really appreciated. The next question is, what values are absolutely essential to work at your company? One way to approach this is to think of what if someone didn't fit in? What's the contrasting value that makes someone really gel and really work well in your company? I would say at my company, respect would be a big one, honesty, transparency. We're getting these themes at this point, you should start to see some recurring themes in your brand values, which is a good thing. The next question is, what are the most important behaviors from every employee at your company? Again, if you're on your own, what are the standards that you hold yourself to when you're interacting with your customers? In my case, I would say respect is absolutely one of those, transparency again. I think putting it in a full effort and finding that detail and nuance. The next question is, what are the primary behaviors that you would want to encourage in all of your employees? A way to approach this is to think of what's common in your star employees? What are those behaviors, those things they actually do day-to-day, either working with your team or with customers? If you were to clone them, what is it about them that you would absolutely make sure was in your next employee? I would save in my case, definitely, honesty is a behavior I would encourage and transparency again, just open honest communication, not gatekeeping, and just always being open to learning more. The final question in this questionnaire is what values are essential to supporting your company's unique culture? You might notice that this is very similar to the first question and that's done on purpose. We've worked through a bunch of questions. We're finding some repeating themes and now is an opportunity to find some nuance in those themes. Really think through, what are those core values that make your company special, unique, and powerful? I would say for my company that some of those values are honesty, patience. Again, really, the empowerment piece is important. Creativity and finding creative solutions. Now, it's your turn to go through and answer these questions. While you're working through it, try to think of real scenarios that have happened in your business. Think about real customers, clients, and team members. How have you dealt with difficulties and celebrated successes? The more accurate and detailed you can get with this, the better because ultimately it will be easier to live up to those values in the real experience. Now that we've worked with this brainstorm, we can pluck out some of those recurring values and formulate how they apply to our brand. Pat yourself on the back, in the next lesson, we're going to go through and distill and validate our brand values so that we can build a framework for our marketing content. 8. Distill & Validate Your Brand Values: In the last exercise, we generated a lot of ideas about what our brand stands for. Now, we're going to really work through this and find some recurring themes that define our core brand values. So how do we get from all of this brainstorming to the most relevant and impactful content? First, we're going to go through the work that we did in Exercise 2 and circle or highlight some recurring themes. Then we'll make a list of those themes and then validate them against some criteria. As we're going through this, we want to pick out some themes that are conceptually different and unique. We don't want anything that's too overlapping or similar. I'll go through my answers from the last exercise and circle some recurring themes. I'm seeing a lot of mentions about things like empowerment and education, skill-building, so I think that's definitely one of them. Then also a lot about being transparent and honest and open, empathetic, like similar concept of transparency. Then I think the other theme that gets mentioned most often is around ingenuity and that attention to detail, the creative solutions. For today, we'll just call that ingenuity. I'm just going to transfer those to my list in Exercise 3. You might have more than three, but try to keep them as concise as possible. Typically try not to do more than five. Now I'm going to go through each of these brand value concepts and check them against my list of criteria. If they don't check all of the boxes, that tells me that it's not quite right. I might want to look for a similar concept or an adjacent concept or adjective. But keep in mind your actual lived experience and be honest with your validation. I'm asking if each of these values helps guide my staff in making important decisions when they're faced with a difficult situation. I would say yes to each of these. Then I'm asking if each of these values is memorable and can easily become part of the everyday behavior and attitudes of staff. Another way to test this is if you can't remember your brand values tomorrow, they're probably not quite right. Then I'm going to ask if each of these brand values is reflected in the personal interactions with my customers or among my team members and collaborators. That's a yes for each of mine. The next criteria is whether each of these represents a distinct element of my overall company culture. Like I mentioned before, we don't really want these to be overlapping, we want them to speak to that distinct part of your business. Then we're going to ask whether these concepts of brand values speak to at least one desired behavior. Yes to empowerment, yes to transparency, and yes to ingenuity. The next criteria is whether these are sustainable. In five, 10, 50 years, will the people working at your company still be able to uphold them? Then I'm going to ask whether each of these brand values is authentic and congruent with the behavior of the leadership team? In my case, I'm a leadership team. I would hope that I satisfy being empowering, transparent, and ingenious. Next, I'm asking whether these values will be upheld in stressful situations. We went through this question in the previous exercise and it's clear that this apply. Then we're asking whether the company's team is willing to defend these values unequivocally. If you encounter someone who has a problem with your company or an issue with your product or your service, can you stand by these values in those difficult situations? Lastly, we're going to ask whether these values permeate the entire organization. Does every person working in your company exemplify these values? After you've validated each of these brand value concepts, you should feel really confident in every one of them. Remember, you're in full control of positioning your brand. Take the time you need to be 100 percent confident in each of the layers of your resilient brand. Something I like to do is just let this marinade while I go on with my day. If things are still feeling really good the next day, that's a great sign. If it's not quite right, I can go back and revisit things and find the nuance until I'm feeling really confident. Remember when validating your values that they should just feel intuitively right. They should come to mind easily. When someone asks you, what do you mean your brand stands for this? You should be able to elaborate and come up with some examples. When you're feeling really good about your brand values, join me in the next class and we'll build a framework for turning your brand values into marketing content. See you there. 9. Build Your Brand Values Statements: In this lesson, we'll take each of our brand values and we'll turn them into guiding statements that express their unique and powerful role in our brands. These statements will serve as the building blocks for our infinitely scalable content libraries, which we'll get to building in the next video. To get started, we'll begin with our first brand value and build out our brand value statement. Try to be as specific as possible so that it's a real expression of how this value plays a role in your brand. Use the following structure for each brand value statement. At your company name, we value your brand value. Our customers and clients will always experience, blank. This is where you're going to describe how that brand value reflects the customer experience when we inevitably encounter an obstacle, brand value will guide us by, blank. This is where you can describe how that brand value provides a north star to dealing with difficulties. We share brand value with our most loyal customers and community members who are, and you'll describe your customers as they relate to that brand value. So my first brand value that I'm going to start with is transparency. So at my company, we value transparency. Our customers and clients will always experience open, honest communication and humility. So those are actual experiences that my customers and clients will have as they pertain to transparency. When we inevitably encounter an obstacle, transparency will guide us by ensuring we communicate with clients and stakeholders in a way that is open and honest. We share transparency with our most loyal customers and community members, who I would say, they desire to work with a marketing partner who doesn't gate keep and doesn't hold back. So my second brand value is empowerment. At my company, we value empowerment. Our customers and clients will always experience skills development, knowledge sharing, and leveling up. When we inevitably encounter an obstacle, empowerment will guide us by, I would say, making sure that no matter what, our clients leave feeling like they have new insights and new knowledge and that they can apply that to building their brands. We share empowerment with our most loyal customers and community members who are seeking a partner who is not only going to deliver a service, but actually empower them to be better business leaders and community members. My third brand value is ingenuity, so at my company we value ingenuity, that means that our customers and clients will always experience thoughtful, creative, detailed, highly tailored services. So when we're inevitably going to encounter an obstacle ingenuity will guide us by pushing us to find the nuance, the specificity in everything that we're delivering to our clients. So lastly we share ingenuity with our most loyal customers and community members who are not looking for a templated approach to their marketing to support their business goals. Remember to think of real scenarios when you're building out these brand value statements. Has your company actually encountered an obstacle? How did you make a decision? How did you confront that? When you're describing your most loyal customers and community members as they relate to each brand value, try to think of your most loyal customer and if you don't have customers yet, that's fine. Think in ideal terms. Post your work in the project gallery or ask questions in the class discussion if you're feeling stuck and want some feedback. Now we have our brand value statements that will serve as a foundation for developing our content library and not just any content, this content will actually connect with our customers. So join me in the next lesson and we'll build an infinitely scalable library of content that taps into and reflects our brand values. 10. Build Your Values-Based Brand Library: Telling our customers what we value only go so far. If we really want to connect and build community, we have to make sure that everything we put out there is reflecting what our brand stands for. Building trust and fostering a connected and engaged community will help grow our brands in an authentic and sustainable way. Ultimately, this will make our brand more resilient and competitive. So far we've done a lot of conceptual work, but now it's time to take all of that and share our brand with the world. In this lesson, we'll build a framework for our marketing content that's based on our brand values. This framework will allow you to market all of the incredible things your brand does. But in a way that allows you to connect with your audience through your shared values. When we're planning to share stories about our brands, we want them to meet a few criteria. We want our brand stories to be intriguing, authentic, and relatable, engaging and strategic. Every brand story doesn't need to satisfy all of those criteria, but it should tap into at least one in order to be effective, engaging, memorable, and impactful. Keeping these criteria in mind, let's start building our values-based content library. In your class workbook, we're going to start building out our content library matrix. There are a number of ways that you can categorize the stories you want to tell about your brand. I've started you off with products and services that you offer, the lifestyle associated with your brand and the larger industry. You might also want to speak to the community that surrounds you and your brand. You can keep these topics or change them depending on the nature of your business and industry. In our content library, we're going to start brainstorming some story ideas. Each cell of your library should be the intersection of the category of your brand, your products, the lifestyle, the industry, and how your brand value is reflected in that. As you're drafting a brand story idea, try to give it a story arc. It might be a product or service that you offer and then how your brand value is reflected in that. Then ultimately how that led to a happy customer. With my brand value of empowerment, I might think of a service that I offer and how that value helped me deal with the tricky client, for example. In my story, I'll be transparent about what happened and show how I was led through the obstacle by my brand value and how ultimately it led to a happy customer. Under my brand value of transparency, as it relates to the larger marketing industry, I think I'll show some behind-the-scenes content of what it takes to build a Skillshare class. That speaks to my brand value while showcasing something that I'm doing and promoting it and building my expertise and strengthening my brand. Now it's your turn. Use the content library in your workbook and brainstorm some brand stories that represent each of the categories and reflect each of your brand values. This content library is infinitely scalable because you can never run out of ways to tell these stories as long as they reflect your brand values. You can revisit this content library when you're planning your social media for the month, struggling with website content or any other place where you want to share your story. When doing this exercise, remember to be intriguing, engaging, relatable. In short, be real and offer an entertaining or insightful story that reflects what you do and how it represents your brand values. Don't forget to share your content library in the project gallery. If you're stuck for ideas, just reach out and ask for help. Of course, these brand stories are only impactful when we share them with the real world, aka the Internet. Join me in the next lesson where we'll actually create some content that reflects our brand values. 11. Create Compelling Content that Connects: We've laid a lot of groundwork today to identify and articulate our brand values and to build a library of content that our audiences and customers will relate to and connect with. Now, let's bring out work to life with a piece of actual content that we can share today. So I'm going to choose a piece of content for my content library and decide on the format of the post. So it could be a long forum post, it could be a TikTok, it can be an Instagram reel. There's a lot that goes into choosing your channels, but that's a Skillshare class for another day. I always say play to your strengths. If you're comfortable on camera, maybe do a TikTok or Instagram reel or a self portrait with your post. If you're better with words, maybe a long-form blog or a LinkedIn update. If you're more of a behind the scenes person, you could design a graphic or just take a photo of a scene or an object that tells your story. Remember, we want our content to be intriguing, relatable, engaging, and strategic. We want it to represent our brand value so that our audience can relate to it. So for my content today, I'm going to share the story of building this Skillshare class. So this relates to my brand value of being transparent. There's a lot of hard work that goes into this and a lot happening behind the scenes, and I really want to share that. In terms of platforms, I'll probably do behind the scenes, TikTok, or Instagram reel, so short format, lots of quick paste content, and probably some really fun music to go with it. In my caption, I can be intriguing and engaging by sharing some trade secrets about the process of building my Skillshare class. Of course, my call to action will be to sign up for my Skillshare class, and hopefully by sharing this behind the scenes look, people will be compelled to do so. I can fill out the rest of the details about this post, including any hashtags I want to use. Obviously, I'm going to tag Skillshare in my post, and then I'll pick some fun music that goes with the overall feeling of the glass, so now it's your turn to create a piece of content. There's a lot of great Skillshare classes out there that will give you some tips and tricks. But for today, let's keep a few things in mind. You always want to use high resolution images and video clips, and don't forget to add captions if you're posting a video. Make your content accessible by using high contrast graphics or add captions, image descriptions, video descriptions, and alt-text. Draft your caption in a notes app on your phone or in your content scheduling platform. So it's easier to edit if you're posting on more than one channel. Don't forget to tag any accounts that might help boost your engagement and always add a call to action. But as a soft sell, post your content in the project gallery for the class. Don't forget to tag me when you post it for reel. So I can see your work in the wild. To see how I'm bringing my brand values to life, take a look at the sample post I've uploaded to the class resource section. I can't wait to see how you're sharing your brand with the world. In the final video, we'll take a sneak peek at the next layers of our resilient brands. I'll see you there. 12. Closing Thoughts: We're building a resilient brand layer by layer, positioning our brand so that they're structurally sound, but nimble and adaptive, able to absorb and deflect anything that comes at it. We're investing in the groundwork of our brand so that each choice we make is more confident, effective, and impactful. In this class, we worked on two very important layers of our brand, our brand values and values-based storytelling, or content. Hopefully, you're feeling really confident in the value system you built for your brand, and you're ready to scream your brand story from the rooftop in a way that connects with your customers. Post your work in the class project gallery, or if you're struggling, ask for help in the discussion. We're here to build our resilient brands together. Where your brand stories show up can depend on a lot of factors, like where your audience might be most receptive, what your business goals are, and what your strengths are with producing content. But before we start, we have to figure out how we're going to share our stories. The devil is in the details, and every choice we make can set our brand miles apart from the competition. In my next class, we'll bring our brands to life by developing a unique and powerful brand persona and voice. We'll create some rules, guardrails, and use cases for how our brand shows up in the world. Consistency, credibility, and trust are essential parts of our resilient brands and we're baking it in layer by layer. Maybe I should think of brands like a cake. Thanks so much for joining me today. I can't wait to see you in the next class as we continue to build a resilient brand.