Aniket Warty

Director at Atlantis Inc

Money

Never Sleeps

Aniket Warty is a serial entrepreneur with a passion for building businesses from scratch. He specialises in online gaming, e-commerce, and IT, and is the Director and Board Member of Atlantis Inc, a Venture Capital and Private Equity company based out of the US. Aniket has the unique ability to work in proactively diverse and inclusive organisations across industry types, niches, geographic or linguistic variants. He’s always on the lookout to transform the next innovative idea into a sustainable business that has the vision and foundation to make a positive impact on the world.

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How ZenX Turns America’s Currency into a Global Crypto Edge

In the borderless world of crypto, there’s still one invisible wall: the <strong>U.S. Dollar!</strong> <div style="font-family: 'Aptos', Calibri; color:#000000;"> <p style="color:#000000; font-size:16px; margin:0 0 6px 0;">Whether you’re buying Bitcoin in Paris, trading Ethereum in São Paulo, or cashing out stablecoins in Lagos, the unit of account is almost always USD. Your stablecoins are USD-backed, major exchanges settle in USD pairs, and global NAV reporting defaults to American terms. For most non-U.S. users, this means crossing the same bridge twice — local fiat to USD, then USD to crypto — paying hidden FX costs of 1.5-4% each way.</p> <p style="color:#000000; font-size:16px; margin:0 0 6px 0;">ZenX, as a U.S.-registered <strong>Money Services Business (MSB)</strong> with full crypto permissions and a complete ecosystem to support it (backed by JP Morgan), stands on the inside of this monetary core. This isn’t just compliance, it’s a structural advantage. It means we can remove one leg of FX conversion entirely, deliver USD liquidity directly, and undercut offshore competitors who rely on synthetic USD channels. Our USD Advantage Playbook turns this position into a product suite: direct OTC settlement, deep stablecoin liquidity, currency-hedged NAV solutions, and advisory for eliminating phantom tax events.</p> <p style="color:#000000; font-size:16px; margin:0 0 6px 0;">Here’s the <strong>ZenX USD Advantage Playbook</strong>: a strategic, product, and marketing framework to capitalize on USD’s dominance in crypto, fully aligned with our US MSB status and our group of companies’ value-for-value mindset.</p> <h1 style="color:#0f4761; font-size:28px; margin:12px 0 12px 0;">The ZenX USD Advantage Playbook</h1> <h2 style="color:#0f4761; font-size:24px; margin:10px 0 6px 0;">1. Strategic Foundation</h2> <p style="color:#000000; font-size:16px; margin:0 0 3px 0;"><strong>Core Premise:</strong></p> <p style="color:#000000; font-size:16px; margin:0 0 0px 0;">Crypto is priced, settled, and reported in USD (or USD-pegged stablecoins).</p> <p style="color:#000000; font-size:16px; margin:0 0 0px 0;">Non-US users face extra costs (1.5-4% FX markups per roundtrip) and delays because they must bridge into USD to trade crypto.</p> <p style="color:#000000; font-size:16px; margin:0 0 0px 0;">As a US-registered MSB, ZenX is inside the system’s base currency—positioning us to:</p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li><strong>Remove friction</strong> for foreign clients.</li> <li><strong>Capture FX spread</strong> they would otherwise pay to banks and brokers.</li> <li><strong>Offer faster settlement</strong> and deeper liquidity in the industry’s primary unit of account.</li> </ul> <h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">2. Product Strategy</h2> <p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>A. Direct USD Access for Non-US Clients</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li><strong>Product:</strong> USD-denominated OTC trades and custody for global clients.</li> <li><strong>How it Works:</strong> Client sends local fiat to ZenX’s network of correspondent banks or FX partners. We convert once, in bulk, at interbank rates — passing savings compared to retail FX spreads. Settlement directly in USD or USD stablecoins.</li> <li><strong>Value Proposition:</strong> Cut FX costs by up to 60% vs. Coinbase/Binance on large tickets.</li> </ul> <p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>B. Stablecoin Liquidity Provision</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li><strong>Product:</strong> Deep liquidity pools in USDT/USDC for offshore exchanges, brokers, and market makers.</li> <li><strong>How it Works:</strong> Provide guaranteed fills for large stablecoin orders. Price tightly vs. mid-market to undercut peer-to-peer venues. Include optional hedging for clients exposed to USD volatility.</li> <li><strong>Value Proposition:</strong> Offshore desks get reliable USD-pegged liquidity without touching US banking risk directly.</li> </ul> <p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>C. NAV Hedging Services</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li><strong>Product:</strong> Currency-hedged crypto exposure for foreign funds, ETFs, and high-net-worth clients.</li> <li><strong>How it Works:</strong> Client invests in BTC/ETH via ZenX. ZenX runs a rolling FX hedge (e.g., EUR/USD, JPY/USD) to neutralize currency impact on NAV.</li> <li><strong>Value Proposition:</strong> Protects clients from the “phantom loss” effect when USD moves against their home currency.</li> </ul> <p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>D. Phantom Tax Event Advisory</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li><strong>Product:</strong> Compliance and structuring advisory for foreign clients taxed in their local currency on USD-based gains.</li> <li><strong>How it Works:</strong> Partner with cross-border tax specialists. Offer tokenized products and structured notes that minimize phantom tax triggers.</li> <li><strong>Value Proposition:</strong> Protects net returns, builds stickiness with sophisticated clients.</li> </ul> <h2 style="color:#0f4761; font-size:24px; margin:20px 0 20px 0;">3. Pricing &amp; Margin Strategy</h2> <div style="overflow-x:auto; margin:20px 0 20px 0;"> <table style="color:#000000; border-collapse: collapse; width: 100%; min-width:600px; font-size:16px;"> <thead> <tr> <th style="border: 1px solid #000; padding: 8px;">Service</th> <th style="border: 1px solid #000; padding: 8px;">Cost to ZenX</th> <th style="border: 1px solid #000; padding: 8px;">Market Rate</th> <th style="border: 1px solid #000; padding: 8px;">ZenX Pricing</th> <th style="border: 1px solid #000; padding: 8px;">Target Margin</th> </tr> </thead> <tbody> <tr> <td style="border: 1px solid #000; padding: 8px;">Direct USD OTC (FX)</td> <td style="border: 1px solid #000; padding: 8px;">0.10–0.20% (interbank)</td> <td style="border: 1px solid #000; padding: 8px;">1.5–4% (retail FX)</td> <td style="border: 1px solid #000; padding: 8px;">0.75–1.25%</td> <td style="border: 1px solid #000; padding: 8px;">300–500 bps</td> </tr> <tr> <td style="border: 1px solid #000; padding: 8px;">Stablecoin Liquidity</td> <td style="border: 1px solid #000; padding: 8px;">Minimal (on-hand treasury)</td> <td style="border: 1px solid #000; padding: 8px;">0.25–0.50%</td> <td style="border: 1px solid #000; padding: 8px;">0.35–0.45%</td> <td style="border: 1px solid #000; padding: 8px;">100–200 bps</td> </tr> <tr> <td style="border: 1px solid #000; padding: 8px;">NAV Hedging</td> <td style="border: 1px solid #000; padding: 8px;">~0.05–0.15% p.m.</td> <td style="border: 1px solid #000; padding: 8px;">0.20–0.40% p.m.</td> <td style="border: 1px solid #000; padding: 8px;">0.25–0.30% p.m.</td> <td style="border: 1px solid #000; padding: 8px;">100–150 bps</td> </tr> <tr> <td style="border: 1px solid #000; padding: 8px;">Tax Structuring Advisory</td> <td style="border: 1px solid #000; padding: 8px;">Partnership-based</td> <td style="border: 1px solid #000; padding: 8px;">$5k–$25k flat</td> <td style="border: 1px solid #000; padding: 8px;">$10k–$50k</td> <td style="border: 1px solid #000; padding: 8px;">50–100%</td> </tr> </tbody> </table> </div> <h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">4. Marketing Positioning</h2> <p style="color:#000000; font-size:16px; margin:0 0 12px 0;"><strong>Tagline:</strong> “ZenX – The World’s Crypto Exchange in the World’s Currency.”</p> <p style="color:#000000; font-size:16px; margin:0 0 8px 0;"><strong>Core Messaging:</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li>“Trade globally. Settle in the currency that moves the markets.”</li> <li>“Cut out hidden FX costs. Keep more of what you earn.”</li> <li>“Your bridge to USD-based crypto liquidity — direct, fast, and compliant.”</li> </ul> <p style="color:#000000; font-size:16px; margin:0 0 8px 0;"><strong>Target Segments:</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li>High-Net-Worth Individuals – cross-border traders and crypto whales in Europe, Asia, Africa.</li> <li>Funds &amp; ETFs – need NAV stability and efficient USD access.</li> <li>OTC Desks &amp; Brokers – require deep USDT/USDC liquidity offshore.</li> <li>Family Offices &amp; Corporates – need FX risk management for crypto holdings.</li> </ul> <h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">5. Distribution &amp; Acquisition</h2> <p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>A. Direct Institutional Outreach</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li>Sales teams targeting offshore OTC desks, funds, and family offices.</li> <li>Leverage US MSB license in pitch decks as trust anchor.</li> </ul> <p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>B. Co-Branding with FX Providers</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li>Partner with specialist FX firms in Europe, Asia, and Africa.</li> <li>Offer ZenX as the crypto execution arm for their clients.</li> </ul> <p style="color:#0f4761; font-size:16px; margin:0 0 8px 0;"><strong>C. Content Marketing</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li>Publish USD Advantage Reports quarterly: FX trends, crypto pricing implications, hedging strategies.</li> <li>Position ZenX as the thought leader in USD-based crypto efficiency.</li> </ul> <p style="color:#0f4761; font-size:16px; margin:0 0 2px 0;"><strong>D. Performance PR</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 0 20px;"> <li>Sponsor reports on “Hidden Costs of Crypto FX” showing how ZenX reduces them.</li> <li>Use client case studies with % savings.</li> </ul> <h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">6. Operational Edge</h2> <p style="color:#000000; font-size:16px; margin:0 0 8px 0;"><strong>Why This is Difficult for Competitors:</strong></p> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li>Offshore exchanges can’t hold USD directly; must use stablecoins or shadow banking.</li> <li>Non-US MSBs face stricter correspondent banking relationships for USD clearing.</li> <li>Many OTC desks operate in a single currency; ZenX operates in the base currency for both legs.</li> </ul> <h2 style="color:#0f4761; font-size:24px; margin:20px 0 12px 0;">7. The Rational Strategic Lens</h2> <ul style="color:#000000; font-size:18px; margin:0 0 20px 20px;"> <li><strong>Rational Self-Interest:</strong> We exploit a market reality: USD is the lingua franca of crypto — rather than fight it.</li> <li><strong>Value-for-Value:</strong> Clients save on FX costs; we capture a fair profit for delivering that efficiency.</li> <li><strong>Independence:</strong> We operate from the system’s monetary core, controlling settlement speed, pricing, and risk.</li> <li><strong>Long-Range Thinking:</strong> This position holds until USD’s role changes; if it does, the same model can pivot to the next base currency.</li> </ul><style="font-family: 'Aptos', Calibri; color:#000000;"> <p style="color:#000000; font-size:16px; margin:0 0 12px 0;">At ZenX, we do not view USD dominance as a geopolitical accident — we see it as a market reality to be understood, mastered, and used to mutual advantage. The world’s crypto economy already speaks the language of the dollar; our position inside that system allows us to translate it into faster settlement, lower friction, and tighter spreads for our clients.</p> <p style="color:#000000; font-size:16px; margin:0 0 12px 0;">We do not promise charity. We do not sell illusions. We offer what the market truly values: direct access to the base currency of global crypto, with the efficiency and certainty that others cannot match. In return, we charge a fair price for delivering measurable savings, deeper liquidity, and structural advantages you cannot replicate offshore.</p> <p style="color:#000000; font-size:16px; margin:0 0 20px 0;">This is value for value; nothing more, nothing less. In a world where hidden costs and artificial barriers drain wealth, we stand for transparent trade, rational profit, and the right to keep what you earn.</p> </div>

By Aniket Warty

14 August 2025

6 Min Read

Why Are Founders Afraid to Talk About Exit Strategies?

Each day, you'll see a new startup entering the market. However, most of them meet the same fate of getting acquired instead of launching an IPO (Initial Public Offering). So, why don't founders think or talk about three exit strategies? As more startups meet the same fate, it begs the question, what are the things stopping the founders from talking about the future of their startups? In this article, we'll discuss some of the common myths and biases that come the way of founders that stops them from thinking ahead. ***Why Having an Exit Strategy Is Vital?*** While most entrepreneurs know that the ultimate fate of a startup is acquisitions, they don't seriously think about the exit plan. They will only focus on it when there is no other option left on the table except for selling the startup or if the acquirer has a lot of interest in their startup. Consequently, they cannot leverage the vital strategic opportunities to help them get a better result out of the deal. The ideal way out for entrepreneurs in this situation is to plan an exit strategy years before the acquisition takes place. This way, they will have a clear idea about where they plan to stand when it is time to sell the business. But if it is so important for startups to devise an exit strategy, why are they neglecting it? The simple answer is that many myths circulating in the startup community make it difficult to discuss exit planning. ***Reasons That Prevent Founders from Talking About Exit Strategies*** Creating and implementing an exit plan requires a collective effort from all the stakeholders. However, a few myths and reasons make it impossible for founders to discuss exit planning. Understanding them will allow entrepreneurs to make the most out of the final sale for their startup. **Focusing on Current Rather Than the Future** Generally, entrepreneurs have a lot on their plate to deal with, making it impossible for them to focus on the future. So, most entrepreneurs don't consider strategic planning necessary for their startup. Moreover, they tend to look at the near, short-term gains instead of focusing on the bigger picture. Therefore, they continue to ignore future risks and rewards. It explains why most entrepreneurs don't spend too much time building an exit strategy. The current bias prevents entrepreneurs from focusing on long-term planning. As a result, it leads to a strategic failure that can cost entrepreneurs their startups. If you don't talk about a particular thing, we cannot figure out ways to improve. The same is the case with strategic planning, as entrepreneurs fail to discuss an exit plan for their startups. **Too Much Optimism** While optimism is critical in helping entrepreneurs achieve their goals, it can soon raise a false sense of self-confidence. Even though most entrepreneurs know how difficult it is for new businesses to sustain, they don't apply the same risk in their situation. Most people show too much optimism regarding the probability of success. Consequently, they don't consider that the most likely outcome would be to go toward an acquisition. They're likely going to consider focusing more on taking the company public. That is where the problem starts since no entrepreneur would think or talk about building a strategic exit plan since they don't have a realistic idea of their startup's prospects. The ideal thing that entrepreneurs can do to deal with these issues is to develop a long-term strategy about the possibilities of a strategic sale as the final fate of their startup. Not just that, but they also need to continue making necessary changes to their plan by understanding the new data about their growth, evolving market conditions, and the changes in their industry. **The Myth of Acquisition Failures** As we read and hear about failed acquisitions, it casts a bad light on this choice and spreads a misleading and false narrative. Entrepreneurs have a common misconception that acquisitions can negatively impact shareholder value and won't help them accomplish their goals. Therefore, this misconception makes it difficult for startups and entrepreneurs to focus on selling their businesses. They won't consider the acquisition a viable option to achieve their company's goals and fulfill their aspirations. However, that is different from the result of most of the acquisitions. Entrepreneurs should research the actual data to understand the chances of acquisition failure. It will allow them to discuss an exit strategy with their shareholders since they can respond to the entrepreneurs' queries. **Having a Strategic Plan Hampers Innovation** Since innovation is a key factor behind a business's growth, many entrepreneurs believe that having an exit strategy will take away the motivation to bring something new to the table. Entrepreneurs fear that having an exit strategy would make it a favorable option to get out by selling their business and not having to deal with the difficulties. However, that is not the case since there is no research or evidence to back the claim that strategic planning to reduce the risk can impact innovation. However, there is growing evidence that excessive stress and pressure can hamper entrepreneurs' ability to think innovatively. Not just that, but it can also negatively impact their mental health and lead to burnout and other issues. An important thing to note is that entrepreneurs with excessive stress and pressure can find it hard to develop innovative ideas. The stress of risk and failure hampers the ability to think outside of the path. With a viable exit plan in position, the startups have a much better regarding what to do if things start to go south. It has a "panic button" effect, meaning they have a backup option to control or avoid a stressful situation. Since the entrepreneurs and their teams will have less stress, they can put forth the most creative ideas on the table. While there is always risk involved in entrepreneurship, it is not necessary to stay under excessive pressure of risk and failure to drive entrepreneurial passion and commitment. Instead, being passionate and stress-free allows them to work on something that can yield fruitful results. **Dealing with Investors** Venture investors are more likely to invest in businesses that desire to take risks and create something. They like to engage with entrepreneurs that have a mission of building a business at scale. Also, they want entrepreneurs to have a persistent dedication to their startups, so they stick with them in times of difficulty and hardships. Since businesses have to deal with hardships, there needs to be a clear and concise accord between the investors and entrepreneurs to take relevant actions and survive through thought times. Investors don't prefer to work with entrepreneurs with a built-to-flip since they fear individuals won't have the drive and perseverance to develop innovative ideas. They believe entrepreneurs won't come up with different ideas to deal with the inevitable obstacles. Therefore, investors don't prefer to talk about having a serious plan with the entrepreneurs about a strategic exit plan. Nevertheless, entrepreneurs must carefully understand and develop the right strategy to deal with this issue. It is best to create a proper context by understanding the investors' concerns and addressing them before discussing exit plans. The optimal approach is to discuss the benefits both parties can get working on a solution that is in the best interest of the entrepreneurs and the investors. An important thing for entrepreneurs to note is that they need to collect relevant data, test their theories, and collect relevant data to make clear long-term strategic options. Even if the investors and entrepreneurs have the ultimate goal of launching an IPO for the business, it would be best to have a strategic acquirer as a standby option. It will improve the overall valuation of the IPO. ***The Bottom Line — Talking About Exit Strategies*** As an entrepreneur, you want your business to reach the pinnacle of success. However, this doesn't mean you ignore the ground facts and turn a blind spot to the realistic view of your business. Therefore, it is vital to have a proper exit strategy to ensure that you can leverage the opportunity when selling your business. Designing and implementing an exit strategy beforehand will increase your chances of success and survival in the long run. The first thing that you need to do is discuss with your stakeholders so they are open to discussing creating an exit strategy. Understand their concerns and address their issues before you decide on moving to the next step. An effective approach to creating strategic planning with all the stakeholders on board will help steer your business out of tough times.

By Aniket Warty

26 February 2025

6 Min Read

How To Set The Best Brand Values And Why It's So Important

Thanks to modern connectivity, there has never been a more exciting time to propel something unique before the masses. Today's world is filled with exciting and dynamic companies offering an abundance of choice to their global audiences. However, all of that opportunity comes with a cost, because brands also need to go the extra mile to stand out from the competition. Fortunately, conceptualizing an awesome set of brand values is a brilliant place to begin! Listing out brand values might sound like a corny marketing gimmick to some, but when rooted in authenticity, this powerful tactic can crank the brand in question's prestige up to the max. The reason for this level-up is that [82% of consumers](https://consumergoods.com/new-research-shows-consumers-more-interested-brands-values-ever) want the values of the brands they buy from to mirror their own. That means that getting brand values right and sending them out into the consumer eco-system truly can make all the difference. But marketers beware, a cookie-cutter approach to this important element of branding isn't the way to go. The best brand values are crafted and tailored to the company in question, its audience, its employees, and its long-term goals. With all of that in mind, what goes into creating truly epic brand values? Today we're going to take a whistle-stop tour of all things brand values-related, including why they matter, some great examples, and how you can start formulating yours today. ### What Are Brand Values? A simple way to understand the function of brand values is to consider your own personal values as a human being. We each have a number of beliefs and principles that help us navigate through this world. When it comes to establishing a rockstar of a business, a core set of defining values can be immensely useful for enabling that enterprise to act in a cohesive and consistent way. So, even if the brand is driven by thousands of people, it operates as if it has a single personality and matching moral compass. Brand values are a distillation of the beliefs or ideals that steer a company's actions, laid out in an easy-to-digest way. What's more, they also allow the public to quickly identify if the brand is in step with their own personal perspective, which can help them decide if they want to stick around and shop. Depending on the brand and its target audience, the values they choose may include things like environmental commitments, customer care standards, diversity and equality, speed and efficiency, privacy protection, and more. ### Why Do Brand Values Matter? As we mentioned, the vast majority of consumers prefer to seek out brands whose values align with their own. However, when it comes to showcasing compelling brand values, it isn't enough to talk the talk—businesses have to walk the walk too. Because alongside seeking out calibrated values, today's customers are serious about seeing authenticity too. How vital is it for your brand to dazzlingly convey its authenticity in lights? Well, as it happens, [88% of contemporary consumers](https://www.oberlo.com/blog/branding-statistics) consider authenticity to be a key factor when considering which brands to support. This means that your brand needs to not only outline a clear and relevant set of values, but also draw from them daily in every aspect of what you and your team get up to. ### How Brand Values Can Benefit Your Business There is nothing like a bright and bold set of brand values to help a company build an unbreakable bond with its customer base. However, there are even more reasons to prioritize really dialing down the best values that you can. Here are some of the ways that your efforts will be rewarded: **1. Strong Brand Values Entice New Customers** Research from Harvard Business School professor Gerald Zaltman sheds more light on why demonstrating values is so important for connecting with customers. In his book, [How Customers Think: Essential Insights into the Mind of the Market](https://hbswk.hbs.edu/archive/how-customers-think-the-subconscious-mind-of-the-consumer-and-how-to-reach-it), he shared that “95% of our purchase decision-making takes place in the subconscious mind.” This means that even our most practical purchasing choices may be more rooted in emotion than we realize. Knowing this, it is easy to imagine why communicating brand values from the get-go is so critical to securing those key first-time purchases from customers new to your brand. When values are not only placed front and center, but also laced throughout marketing messages on social media and beyond, subconscious consumer confidence is far more likely to be inspired. **2. Your Brand's Values Will Attract the Right Talent** Amazing people always serve as the foundation for incredible brands, so how can a top-notch set of brand values help you bring the right people into the fold? For sure, it helps to know that [60% of job seekers](https://www.mccannsynergy.com/10-employer-branding-statistics-for-2022/) will choose a place to work based on their beliefs and values. This means that well-defined values can help you onboard the type of talent that will drive your business toward its next epic destination. In contrast, when values are either poorly defined or not adhered to, you can anticipate recruitment that misses the mark, stalled productivity, and a higher employee turnover. So yes, the best way to attract and retain unbeatable talent is to ensure that your brand values are reflected in the daily experiences of your team. This will ensure that they get to step into an engaging working environment that they can feel truly passionate about, and you get to share in the bounty of their journey. **3. Brand Values In Action Build Lasting Customer Loyalty** Well-crafted brand values do so much more than simply tempt the kind of customers you want to come and check out your business today. Crucially, when those values are proudly ever-present in the way your enterprise operates, they can ensure that those customers also climb aboard for the long haul. Over time, whenever consumers see the values that first attracted them to a company upheld and honored, this forges trust, which in turn transforms into loyalty. When it comes to creating stable and enduring business success, this mighty, values-driven, and mutually beneficial brand-consumer relationship simply cannot be beaten. **4. Clear Brand Values Will Help Your Team Synergize ** Without a guiding set of tenets to serve as a compass, any group of people can begin to drift off mission. That's exactly why establishing core brand values is so essential for keeping teams on task. Better yet, when businesses make a point of highlighting to employees how the work they do ties directly into the values that the brand represents, they can anticipate greater engagement and productivity. **5. Epic Brand Values Will Guide Your Business Forwards** Not only can brand values serve as a navigational tool for employees, but also for critical leadership decision-making as your company expands and evolves. Every decision, large or small, can be held up against your brand's guiding values to ensure that it is fully in alignment. This will ensure simultaneously that the company stays on track and that customers aren't caught off-guard by a sudden change of tack. ### Inspiring Examples of Brand Values Curating the most poignant values for your brand means striking a balance between what you as a company want to achieve and a deep understanding of your audience. While some values are likely to be more niche, others can be much more broadly relevant. For example, these days, [66% of consumers globally](https://www.businessnewsdaily.com/15087-consumers-want-sustainable-products.html) consider sustainability when they make a purchase, making earth-friendly brand values particularly meaningful. But let's sniff out some more ideas to draw from. Here are some inspiring examples of big-name brands with brilliant values to get your juices flowing: **Apple** American technology company Apple's late founder and CEO, Steve Jobs, made an excellent point when he shared: “Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us.” As such, the company offers an excellent example of clear and concise brand values in action, focusing on a list of core values that serve as a firm foundation for [its ethical operations](https://www.apple.com/compliance/): • Accessibility • Education • Environment • Inclusion and Diversity • Privacy • Racial Equity and Justice • Supplier Responsibility **Ben & Jerry's ** The [brand values](https://www.benjerry.com/values) of iconic ice cream company Ben & Jerry's build upon their ambitious tagline: “We believe that ice cream can change the world.” Keeping things even simpler than Apple, they lead with just three clear and contemporary values: ▪ Human Rights & Dignity ▪ Social & Economic Justice ▪ Environmental Protection, Restoration, & Regeneration **Adidas** Globally popular sports brand Adidas cleverly divides [its brand values](https://www.adidas-group.com/en/about/profile/) into three separate concepts. While striving to be a “credible, inclusive, and sustainable leader” in their industry, Adidas keeps this trio of things in mind: • Brand Purpose: “Through sport, we have the power to change lives.” • Brand Mission: “To be the best sports brand in the world.” • Brand Attitude: “Impossible is Nothing” ### How to Choose the Right Values for Your Brand The values that serve as a guiding light for your brand should unite as something that you and your team come back to again and again. To make them effective, it's important to minimize the fuss and maximize the clarity. For your team to consistently live your brand values, you'll ideally want to choose around 3-5 core values that are easy to internalize and incorporate. Here are some further brand value examples that might inspire: • We prioritize sustainability • We embrace diversity • We support our local communities • We keep things simple and efficient • We deliver outstanding customer care • We stand for inclusion • We never compromise our standards • We elevate our employees • We're always here when you need us • We see your win as our win • We encourage self-expression • We give back with green initiatives These are all strong starting points, but until you truly make them your own, they won't have much substance. Ultimately, the values that you land upon must be tailored, fully but simply articulating your brand's passions, goals, and personality. Plus, they aren't something to plonk on your website before getting back to business as usual—they will exist to be a touch-point that ties into everything you do. Here are a few handy exercises to help you formulate your ideas: **1. Consider Your Own Big 'Why'** Why did you start your company in the first place? What did you want it to stand for, and how can that be reflected in its guiding principles moving forwards? **2. Do Some Market Research** What are the brand values advertised by your competitors? Have a sneaky peek to see what's working for them, and perhaps more critically, what they have missed that could give you an edge. **3. Talk to Your Customers** If you don't ask your audience directly, you're really only guessing. Survey your customer base to discover what really matters to them. Next, you can figure out how to incorporate what they share into your brand's values and identity. **4. Get Your Team Brainstorming** All too often, leaders believe that their brand stands for one thing, only to realize that their team are on an entirely different page. Inviting team members to join in this critical conversation can be revealing. Your employees may mirror and inspire you, or they may spotlight a need for improvement that a new set of brand values can fuel. Once you've drawn together a decent amount of insight into how you, your audience, and your employees currently perceive your brand—plus any potential market opportunities—you can begin conceptualizing and refining your short and sweet list of authentic and powerful core brand values. ### What's the Difference Between Brand Values and Brand Guidelines? You might have come across the term brand guidelines and wondered how it differs from brand values. In reality, these two things are not quite the same but are intimately related to one another. While brand values are the beating heart of any savvy company's identity, brand guidelines are a tool that can be used to expand upon those values for greater specificity and consistency. When it comes to interpreting strong brand values into a more directional set of brand guidelines, it helps to go value-by-value, creating a handful of guidelines for each one. Here's an example of this idea applied: **Brand value:** • We elevate our employees **Brand guidelines:** • We ensure that all employees receive quarterly one-to-one feedback • We provide high-caliber training at regular intervals • We have an open-door policy for ideas, innovation, and constructive criticism • We provide employees the opportunity to grow and progress In this way, brand guidelines can be used to translate the values that steer your company into actionable and measurable strategies without watering them down. This leaves space for evolution while supporting that all-important central consistency. Which is a good thing, no doubt. Because research suggests that brands maintaining consistency in their presence enjoy [an increase in revenue of 33%](https://www.lucidpress.com/pages/resources/report/the-impact-of-brand-consistency). **The Brand Values Takeaway** A well-thought-out and implemented set of brand values can have a powerful impact on steering the course of any enterprise toward success. To be effective, they must be tailored to the company, based on genuine insight, rooted in authenticity, and woven throughout everything that the brand puts out into the world. When these aims are achieved, customers and employees are sure to be more engaged—not only today but also in the long run. Vitally, that all adds up to a recipe for enduring rockstar brand status. So, if you don't already have inspired brand values in place, it's time to get brainstorming!

By Aniket Warty

04 September 2024

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