What do you do if your employees are not aligned with your brand values?

1 Assess the gap

The first step is to identify the gap between your brand values and your employees' perceptions, behaviors, and attitudes. You can do this by conducting surveys, interviews, focus groups, or workshops with your employees, customers, and other stakeholders. Ask them to rate how well your brand values are communicated, demonstrated, and rewarded in your organization. You can also use tools like employee engagement surveys, net promoter score, or customer satisfaction surveys to measure the impact of your brand values on your performance and reputation.

2 Communicate the values

The second step is to communicate your brand values clearly, frequently, and consistently to your employees. You can do this by using various channels and formats, such as newsletters, intranet, videos, posters, or events. You can also use stories, examples, and testimonials to illustrate how your brand values are applied and achieved in real situations. Make sure that your communication is relevant, engaging, and inspiring for your employees, and that it shows how your brand values benefit them, your customers, and your community.

3 Train the values

The third step is to train your employees on how to live and work by your brand values. You can do this by integrating your brand values into your orientation, onboarding, and ongoing learning and development programs. You can also use gamification, simulations, or role-playing to make your training more interactive and fun. The goal is to help your employees develop the skills, knowledge, and behaviors that align with your brand values, and to provide them with feedback and coaching along the way.

4 Model the values

The fourth step is to model your brand values as a leader and as a team. You can do this by demonstrating your brand values in your actions, decisions, and interactions with your employees, customers, and partners. You can also use recognition, rewards, and incentives to motivate and celebrate your employees who exhibit your brand values. You can also use performance reviews, appraisals, and feedback sessions to monitor and address any issues or gaps in your employees' alignment with your brand values.

5 Embed the values

The fifth step is to embed your brand values into your organizational culture and systems. You can do this by aligning your vision, mission, goals, and strategies with your brand values, and by ensuring that they are reflected in your policies, processes, and practices. You can also use rituals, symbols, or ceremonies to reinforce your brand values and create a sense of belonging and identity among your employees. You can also use surveys, audits, or reviews to evaluate and improve your brand alignment over time.

6 Involve the employees

The sixth and final step is to involve your employees in the co-creation and evolution of your brand values. You can do this by soliciting their feedback, suggestions, and ideas on how to enhance your brand values and their alignment. You can also empower them to take ownership and initiative in implementing and promoting your brand values within and outside your organization. You can also encourage them to share their stories, experiences, and achievements related to your brand values with their peers, customers, and other stakeholders.