BRAND VALUES
On this page, you’ll learn what brand values are, why they’re essential for companies, and which departments work with them on a daily basis. You’ll also get an overview of the target groups addressed by our corporate brand and how the brand values are reflected in all communication measures – from addressing HCPs to positioning as an employer brand. We want to show you how brand values can be put into practice and how they help create a consistent brand experience across all touchpoints.
What are brand values?
Brand values are the core values of a brand that shape the Schwabe Group’s self-image and personality. They define what a brand stands for and the attitude it adopts toward customers, business partners, and employees. They thereby create a consistent orientation for all communication and branding measures.
Why do we need brand values?
What image should be created in the minds of our target groups? Brand values serve to guide the strategic direction, internal culture, and external brand image.
They ensure that a consistent brand experience is created at all touchpoints – from product design to customer service.
For whom are brand values particularly important?
First and foremost, the branding, marketing, and communications departments, as well as the management team, work with brand values in their daily work, as they must present the brand externally and bring it to life internally. With every measure they initiate, they must ask themselves whether it contributes to and strengthens at least one brand value.
However, all employees are important ambassadors by embedding the brand values in their daily actions.
Which target groups do we address with our brand?
The corporate brand is primarily used to embed the brand image among HCPs and strengthen the product brands. Here, the brand can be a strong endorser. A second important target group are people who should get to know the brand as an employer brand.
In consumer communications, the corporate brand is used only as a so-called weak endorser. It appears only as a sender on communication materials and packaging to build trust and recognition over product brands. The intensity of brand use toward consumers can vary from country to country. This must be developed and analyzed by local management.
PURPOSE AND VALUES
In our corporate strategy, we do not use mission or vision statements. Instead, we are guided solely by our purpose. Therefore, local teams are asked to refrain from creating separate mission or vision statements.
Additionally, the purpose should not be translated into local languages but always used in its original form.
