No Value: Why Most Brand Values are Worthless
I don’t like writing brand values for the following reasons:
Most corporate value statements are hollow. They hold no real weight or bearing on how the business or brand operates. These generic value statements set false expectations and create a disconnect between the brand’s words and actions, ultimately, doing more harm than good. Corporate value intiatives are often vanity projects. Many organizations waste valuable time and resources crafting empty value statements that sound nice but mean nothing.
If you go through the exercise of creating brand values, here are a few principles to make your effort worthwhile:
Brand values should be more than fancy words on a wall
1. Be Intentional
There are two primary types of company values: core values and aspirational values. Core values form the basis of every decision a company makes. Aspirational values, on the other hand, support future strategies and goals. When developing brand values, it is important to be specific about the intention of the values: should they be aspirational or authentic in nature?
2. Don’t Force It
Brand values should be connected to the culture or vision of the company. Authentic values drive real results. They serve as guiding principles and fundamental beliefs. When integrated into the company's daily operations, these values build trust and loyalty, leading to long-term success. They influence how a company interacts with customers, how it treats employees and how it conducts its business on a day-to-day basis.
The best brand values come from within
3. Think Big Picture
Value initiatives are often treated as a check the box type of exercise. Once completed, the values are never revisited or revised. As companies grow and evolve, it’s crucial to ensure ongoing alignment with their foundational principles, making strategic adjustments as needed.
Doing what you say you are going to do should be the baseline
4. Remember, Not All Values are Created Equal
When companies use generic values, they risk coming across as disingenuous. Certain values like “integrity” or “people first” are overused. Values should be unique, authentic and actionable. Companies should choose values that embody their unique mission, culture and environment. For example, if "innovation" is a core value, the company should actively encourage creative thinking and embrace bold ideas. If customer service is a core value, the business should prioritize the customer experience and journey. When genuine, brand values can foster a company’s success, strengthening their connnection with customers and employees. Overtime, brand values can become powerful differentiators.
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