Sentence
epitype.co.uk 1
ten
sentences:
brand values
Establishing and using values effectively
This is a PDF introduction to the booklet
Martin Roach
Published by epitype®
epitype.co.uk
epitype® is a registered trademark
The author asserts the moral right to be
identified as the author of this work.
Copyright © Martin Roach March 2010
A catalogue record for this book is available
from the British Library.
ISBN 978 1 907871 00 9
Printed in Great Britain
Illustrated by Nick Ritchie
All rights reserved. No part of this publication
may be reproduced, stored in a retrieval system,
or transmitted, in any form or by any means,
electronic, mechanical, photocopying, recording
or otherwise, without the prior permission of
the publishers.
why?
This book started as an in house document
designed as a memorable guide for when
we created value systems.
Each time we shared this thinking with our
clients, they said it was great so we thought:
why not share it with everyone?
what do
we mean
by values
?
Values, like most conceptual business thinking,
can mean different things to different people.
With that in mind, I think it would be good to
explain what we mean by the word ‘values’.
At epitype, we describe values as indescribable
descriptors. Why? Well values inhabit an interesting world between rational thought and gut feeling.
Sometimes, these feelings, because of their link to
various emotions, are hard to describe. Sometimes,
they just feel right. And because values are [and
rightly so] very important to the success [and failure]
of a brand they are descriptors of how you work and
what you do. So that’s it, our interpretation of ‘values’.
ten sentences: brand values
We use this and hundreds of other resources everyday
to create exciting and engaging brands for our clients.
We have decided to share these resources to enable
the creation of a new breed of brands.
Our ultimate aim is to change the default position of
businesses to demonstrate the true power of design
and to highlight how it can be used as a tool for
progression and change.
Printed on 100% recycled paper
£5.00 UK