Why corporate values are so important.
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Values eh … who needs them
If they do one thing then your values deliver the consistency behind your brand. And the place they need to shine the brightest is the place where where they came from, and where you live..
Successful companies uncover the values that already exist at the heart of their business they don’t invent them. Which is why the process of building your brand from the inside out, front driven and bottom up, is so important.
And this is how we help our clients find them:
Allocate appropriate time and resources in the first instance to plan an appropriate research campaign. That’s resources and time to plan the campaign … and only then go out and talk to your business:
Clearly define for all your audiences why they are sharing time wit you – define what values are and the context for the project and your involvement in it
Armed with an agreed definition of what values are (whether you or your audience agree or not on the finer points of any definition is not important, what is important is that everyone works from the same definition) – what does your target group believe your values to be?
As them them to cite examples of those values in action – in how they help make decisions, drive strategy and direction or materialise in every day (real life) behaviours
And then ask them to consider the implications of enforcing those values and behaviours in the future management of the business – if this is who we are – what impact will it have on where we will be in the future?
What this type of research will deliver is:
a clear and agreed definition of what your values are (and are not)
what the business considers them to be – and why
how they are are relevant to the business and to the behaviour of the business and its staff every day
and what the potential effect will be if the business turns the wheel and becomes more values driven in the future.