A meaningful experience happens when our audience feels a personal connection with what we鈥檝e designed. To achieve that emotional connection, I encourage you to think of our brand values as a colour palette. There will be times when you use all of them, but on many occasions your designs will be more powerful if you use one or two in a deliberate way.

You can use the聽brand values worksheet聽to help you select brand values. (It works great as a facilitation guide for a post-it workshop!) The worksheet provides a framework to help you:

1. Reflect on which brand values would create the most meaningful experience
2. Find a way to express brand value(s) without getting in the way of the user鈥檚 needs
3. Use selected values to make or justify design decisions and evaluate the success of your work

If you and your team are comfortable with the brand values, it鈥檚 fine if the direction and evaluation feels more implicit. (If you鈥檙e naturally using these values, techniques, and related adjectives in your feedback sessions, that's a good sign!)