The Power of Values (and why challenging yours matters more than ever)
In recent years businesses of all shapes and size have rushed to define and promote their ‘values’, eager to appeal to customers who expect businesses to stand for certain behaviours and ethical alignment. They’re often perfectly written and boldly displayed, yet in many cases sadly not lived and breathed throughout the organisation. When values are adopted simply because other organisations are doing the same they risk becoming a superficial exercise, losing their meaning, rather than a genuine reflection of how the business operates. Yet when values are understood, lived and communicated well, they can become one of the most powerful tools a business has for building real connection with existing and prospective clients.
The strongest values aren’t just aspirational corporate speak but recognisable behaviours
For values to hold real significance, they must be present throughout an organisation’s culture every day. Lately we’ve been working with a number of businesses to refine their values, not rewrite them for the sake of it but to make sure they genuinely reflect who they are today. An external viewpoint can often make this process easier.
Values are not just the preserve of large corporates and often build stronger connections in smaller businesses because they are more visible in everyday actions and relationships. In a small independent organisation employees typically work closely with one another, meaning the values of the business are not just written statements but behaviours that are seen and put into practice daily. When business owners consistently demonstrate what the business stands for, through how they treat employees, putting customers first and make certain decisions around external factors, it creates a sense of authenticity that people can trust. This allows ‘values’ to shape the culture of a business more naturally which in turn strengthen loyalty and a sense of shared purpose. As a result employees and customers are more likely to feel personally connected to the business because the values are lived, rather than simply communicated. If your values don’t match the lived experience within your business, people notice QUICKLY!
Why values build stronger connections
In a world with increased choice people don’t just choose products or services, they choose people and principles they feel aligned with. Clear values create trust before the first conversation – they help clients understand what working with you will feel like and attract the right type of employees and partners/suppliers.
Many of the businesses we’re supporting right now aren’t starting from scratch. They already have strong cultures, they just haven’t articulated them clearly.
Common challenges we’ve discovered include:
- Values that are internally understood but never communicated externally
- Existing statements are too generic to mean anything when tried and tested
- Language sounds corporate rather than human (for the sake of having created values in the past)
- There is a disconnect between brand messaging and day-to-day behaviours
Refining values isn’t about adding more words, it’s about finding the right ones that reflect your business.
Values should guide all communication, not just sit as a set of words on your web site
Most importantly values should be embedded within your people and culture but when values are defined and developed, they should also shape all marketing material including:
- Client communications / tone of voice
- Website copy
- Social media posts
- Recruitment messaging
You will find communication is instantly more consistent. The businesses that build the strongest connections don’t tend to shout the loudest. They’re the ones that communicate with clarity, consistency and confidence in who they are, particularly in times when trust matters most.
Our approach
At Brand Brown we help businesses refine and rework values that already exist and then embed them into brand, messaging and marketing. We believe values shouldn’t just be something you say and display, more importantly they should be something people feel – whether that be clients, employees or anyone associated with the business.
If you’re considering revisiting your values or wondering whether yours still truly reflect your business today, we would love to share our firsthand experience with you.
As always, we’re here to help!