Defining your brand values

Who are you and what do you stand for? Not an easy question at the best of times, but how does your brand answer this?

A part of every successful business’s journey is finding their brand voice.

In this episode we explore how to find your brand voice by understanding your brand values.

 Here’s our top tips:

♦ Know your audience

♦ Develop a style guide

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About Elevating Experts:

Elevating Experts is an Australian short form podcast series, with episodes running less than 5 minutes, released 3 times a week, giving you the insights that elevate you as an expert in your field. Mondays, Wednesdays and Fridays.

Snackable, bite sized episodes, under 5 minutes each that deliver hints, tips and coaching to help you with: Content Creation, content planning, business branding, personal branding, brand voice, podcasting, social media tips, building a brand, digital marketing tips, digital content planning, presentation coaching, batching tasks, boosting your engagement, building relationships, growing an online community, brand values, brand voice, brand positioning, evergreen content, perishable content, brainstorming content, creating content calendar, podcast planning, podcast marketing, podcast social media, brand consistency.

About the Hosts:

Created and hosted by Louise Poole and Andy Le Roy.

Louise has worked in Australian commercial radio, media and broadcasting for over 20 years, in on air and brand management roles. Her CV includes hosting 973fm Brisbane, Queensland, morning radio announcer and music director for 8+ years, Content Director of Darwin, Northern Territory radio stations MIX 1049, Hot 100. More info about Louise Poole here.

Andy has over twenty years leadership experience, across a range of fields including broadcasting, aged care and telecommunications. His CV includes Darwin’s top rating drive-time radio program to managing a successful community radio station in Adelaide, South Australia, helping it to expand its community appeal by leading the station to innovate its content. More info about Andy Le Roy here

About Welcome Change Media:

Welcome Change Media is about inclusiveness, empowerment and inspiration. As a media company, we are committed to creating programs that educate, inform and entertain.

More than a podcasting company, Welcome Change Media is also here to support your business in the marketplace by strengthening your brand’s presence and pitching you as the expert in your field.

We grow successful businesses using strong branding, compelling messaging and a simple approach that connects you to your customers.

Contact us today to discuss how we can help you better connect with your customers and help them to understand that yours is a premium brand worth investing in.

From tailored communications, social media strategy, brand reviews, podcast audits and coaching, tailored audio solutions and podcast creation for your business or organisation, Welcome Change Media will help your business rise to the top and earn the trust it deserves.

Other projects by Welcome Change Media include:

That Entertainment Podcast | Adelaide Edition | Brisbane Edition

Any Excuse For Fashion

Episode Transcript:

Defining Your Brand Values

Who are you and what do you stand for? Not an easy question at the best of times, but how does your brand answer this?

Louise Poole and Andy Le Roy, giving you the insights that empower you to become an expert in your field.

Elevating Experts!


Louise: A part of every successful business’s journey is finding their brand voice. Have a think about your favourite brand. What kinds of things to they say. How do they say it?

Andy: Your brand voice is going to come out of your brand values. Think about good old Vegemite. Are they more likely to weigh in on a debate about women’s rights, or take you for a nostalgic trip down memory lane? When talking fashion, whose conversations are going to have a more casual tone… Billabong or Myer?   

Louise: Finding the right voice for your brand is one thing. Making sure you’re consistently on brand is another.

Andy: So here are a few quick tips to get you moving in the right direction.

Louise: Set aside some time to think about your brand.

Andy: Let’s say you run a landscape and gardening business. What are the things you want people to know about your business, your brand?

Louise: Does your business have a specialty in designing gardens that are sympathetic to the natural lay of the land?

Andy: Are your gardens filled with formal lines and hedges, or do they have a natural, organic element?

Louise: Do you specialise in small spaces?

Andy: All of this counts when you’re connecting to your audience.

Louise: Now that you know who you are, our landscaping friend, what do you stand for?

Andy: Are you promising to help people get the most out of a tight space?

Louise: Is your strength your expertise in bringing birds and beneficial bugs back into the environment?

Andy: Already, we’re starting to get a picture of how this business might talk to its audience – definitely an expert with pride in what they do, maybe with a sense of humour around packing a lot of good things into a tiny space.

Louise: And who might their audience be?

Andy: Maybe people who love certain styles of plants.

Louise: Or maybe their biggest fans are the people who love to see a small space transform into something really beautiful and usable.

Andy: There are hundreds of ways this business could choose to portray itself, but once they’ve settled on their style, their best tactic is going to be using that same voice to tell their stories every time.

Louise: Have a think about your style. What are some of the things your brand stands for? Write them down.

Andy: Once you’ve got your brand values and basic style guide figured out, turn it into a check list to refer to every time you make a post.

Louise: When you write your posts, read over them before hitting the publish button and ask yourself “is there something my brand would say differently here?”. Your checklist will tell you.

Andy: I love a checklist, Louise. They always help me to stay on task and in this case, stay on brand!

Louise: We’ve added today’s tips to the show notes, but let’s have a quick recap on knowing who you are and what you stand for.

Andy: Take some time out to really define your brand values – what do you stand for, what is your promise? What will you never do?

Louise: Know your audience. Take time to think about what the people you’re connecting with actually like. It’s a lot like making new friends. 

Andy: Make a style guide for yourself. A little checklist for you to use and know that you’re on brand whenever you start a conversation.

Louise: And always remember: Before you publish it, ask yourself “is there anything I  could have said better?”

Andy: Check the show notes for more information and remember to drop us a line to let us know how your brand voice is shaping up!

Louise: Next time on Elevating Experts: getting comfortable with your voice and image. 

Louise Poole and Andy Le Roy giving you the insights that empower you to become the expert in your field every

Monday, Wednesday and Friday.

Elevating Experts

Check out the program notes for links and more information on today’s topic.

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 Elevating Experts is a Welcome Change Media production.