Brand values are the outright promises businesses make through their brand messaging, such as taglines, key marketing campaign assets and other marketing materials. It is important that these promises match what buyers seek.
For instance, a software provider could highlight lower-priced plans as a brand value; however, buyers might be more in need of zero downtime or rapid-response customer support. A mismatch of those value propositions can lead to a business’s brand reputation not resonating with the buyers and thus leaving a gap.
A good way to evaluate resonance is to reach out to current and past customers and ask what they valued about their experience with the business. Pay close attention to the language they use and try to pick exact phrases or expressions if possible.
If those expressions or phrases more or less match the current values promoted by the business, the brand reputation does not require adjustments. But if there is any gap, realignment is in order.