Brand philosophy isn’t a term that most business owners would come across. Perhaps you’ve heard of brand personality, brand purpose, brand values, or even brand promise. But what about brand philosophy? 

Well, we need to get one thing straight. The brands you love and the ones that are known across the globe all share one common characteristic. They are all blatantly clear about “who they are,” and furthermore, they are obsessed with shaping their audience’s perception of them, so they are viewed the way they want to be viewed.

These are characteristics of self-assured brands who are aware of the role they play in their customers’ lives, and also why they play that role the way they do.

The understanding of self plays a significant role in a brand’s philosophy.

What is brand philosophy & why is it important?

Brand philosophy can be thought of as a business’ set of values, code of ethics, and principles that embody the overall ambience and culture of the organization. 

It also formulates the business practices of a firm, and distinguishes two or more companies who are in the same marketplace. The one with the more lucrative brand philosophy commands a higher position in the market, and of course, in the psychology of the customers.

“Brand Philosophy refers to the brand’s “Way of doing things” and the belief in that method. It answers the question: What is “Our Way” and why is that important to us?”

~ Stephen Houraghan, brand strategist at Brand Master Academy 

A brand philosophy isn’t something you commonly place on websites or within a brand’s collateral. Other traditional brand element statements cover much of the brand’s philosophy.

With that being said, know that a well-developed philosophy can be a powerful internal tool that brand representatives can join together on and get behind. Develop each suggested brand statement, and you can use any of them as a mantra for your brand.

  • Unique selling proposition
  • Brand promise
  • Value proposition
  • Brand mission & vision
  • Purpose of the brand
  • Brand values

In theory, any of these statements can represent the war cry of a brand, but brand philosophy unearths a little bit more.

Brand Purpose & Brand Philosophy 

Brand purpose is the brand’s “why”, and it goes beyond commercial intent. It basically answers the question: Why do we do what we do, apart from commercial intent? 

What makes this different from brand philosophy? Well, brand philosophy goes beyond the simple reasoning of existence, and it focuses on why businesses do it this way?

Your brand’s purpose is connected directly to the role it plays in the lives of the audience, and your brand philosophy casts a light on your brand’s approach. With that said, know that a brand can have more than one philosophy. 

An individual philosophy about “how I live my life” can collectively translate to: who we are, how we treat our customers, how we do business, how diligently we work, and who our business exists for.

Each of these different brand elements can include the brand’s vision and mission, purpose, values, differentiators, personality, market position, tone of voice, and message.

6 Steps for Discovering Brand Philosophy

Unearthing a business’ brand philosophy needs some deep internal analysis into how important a brand’s individual philosophies are. Collectively, all of this comprises our beliefs and some beliefs will be above others. 

When you understand how it works, brand philosophy can be easy but elevating it and maintaining its levels is a constant approach that brand managers need to adhere to. Dedication defines the standing of the business in the minds of customers.

#1 Understanding the nature of the business

Key members and the management needs to sit together and brainstorm on defining the true nature of the business. Whether the business is about to start or it’s been going on for a while, discussing the business’ services and products has to be taken into account, and what they would offer to the market.

#2 Pinpointing the unique selling proposition

Each business must have a unique selling point that sets it apart from your other competitors — a quality that carves your business’ distinct identity in the industry where you operate. 

Brand managers need to harp on that specific point — to nail the quality that products and services would offer to the customers. And it could be anything; from affordability, quick service, right down to quality. It needs to match the nature of the business and the vision of your business organization.

#3 Identifying the right target market

After pinpointing the nature of the business, its offerings, and its unique selling points, picking and identifying the right target market and customers is one of your prime concerns. Understanding the right customer is important for composing a brand philosophy.

#4 Narrow down your philosophy

Just as we’re all individual people, the same idea holds truth for brands. Personal philosophies represent a person closely more than others. Ergo, it needs to serve as the philosophy that one lives by. This is the same approach that needs to be taken when deciding on the philosophy of the brand.

#5 Sticking with a method

When it comes to a brand strategy, there are plenty of strategic elements, and they all play a role in shaping how a brand engages with their customers. However, there are three elements that mold a brand’s “method,” more effectively than others. And these elements are:

  • Commitments of the brand: Also known as a brand’s mission. This answers the question of what the brand is committed to.
  • Brand behaviours: Otherwise known as brand values. It answers the question of how a brand behaves.
  • Position of the brand: What makes your brand different, and what kind of value does it offer?

Putting this another way, the elements define how the brands do things.

#6 Turning it into a mantra

The values statement, the brand mission, and the positioning statement should already have individual statements of their own. You need to distill three statements that would answer the question: What’s the method and why is that important?

The Takeaway

Defining a brand philosophy stretches beyond the development of another brand statement. In a sense, it represents a sense of pride on what the brand is about.

“A brand philosophy doesn’t just say, ‘This is what we do’. A brand philosophy says, ‘This is Our Way.'”

~ Stephen Houraghan, brand strategist

When you’re doing this, think: are you building a brand for the client or for yourself?

Are you willing to adopt a brand philosophy and stake your claim on that methodology and say that “This defines our way.”