The Step-3 is to define your brand’s Core Values.
The Core Values of an organisation form the foundation on which its business thrives, conducts itself and grows along with its various stakeholders (employees, clients/customers, associates, suppliers/vendors, etc.).
Core Values always remain constant and cannot be shaken under any circumstances. These are any organisation’s ‘code-of-conduct’ which it applies to accomplish its Mission and to fulfil its Vision.