When it comes to building a successful brand, having a set of clear and well-defined values is essential.
They’ll not only serve as the foundation for your brand identity but also guide the behaviour of every single person within your organisation.
Why have values?
What difference does it make?
Having a unique set of values sets you apart from your competitors and makes your brand more memorable to customers. This can be particularly important in highly competitive sectors, where it can be difficult to differentiate based solely on product or service.
This will also serve you when it comes to attracting and retaining staff, particularly those whose careers in the world of work are just beginning. Yours will need to be a brand that’s living by its ethical values if you’ve got the desire to appeal to the latest generation to be in the workplace.
See my blog here for more on why this is crucial for Generation Z in the workplace.
Brands that consistently act in accordance with their values – and have a reputation for doing so – tend to have a stronger, more loyal customer base. And of course, increased customer satisfaction ultimately drives business growth.
Customers want to do business with companies they trust and whose values align with their own. They appreciate dealing with companies that are transparent and have a clear sense of purpose. This gives them the confidence to know that they’ll be treated fairly and given the service that they expect and have bought into.
Employees who feel that their workplace values match their own are more likely to feel motivated and engaged in their work. And when employees feel part of something bigger and that their contributions are valued, they’re more likely to be productive and motivated.
Having a clear set of values in place makes life easier! It helps when making decisions, big and small, from growing the team to deciding to pursue or walk away from a business relationship. Values should be so trusted as a fundamental part of the culture of your organisation that you’re prepared to ‘hire and fire’ on them.
Brand equals reputation. A company with a well-established set of brand values makes for a responsible and trustworthy business partner. And that trust, when endorsed, makes for positive media coverage. It further enhances reputation, attracts new customers and signals to employees that yours is a business worthy of their attention.
Take the time to define your values and incorporate them into everything you do. Live and be guided by them. Sprinkle them liberally through your messaging. They’ll allow your customers and team to understand you more fully and connect with you at a deeper level.
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