Understanding your values: Why it's important for you and your business

When you are asked, 'What are your company values?' how would you respond? Do you know them? Do you believe in them? Are they also your personal values too?

It's likely you'ver not considered them, or can list some generic ones. Honesty, professional and so forth. Understanding your values gives you a deeper understanding of yourself and company. Bringing the brand to life, what do we stand for? If our clients were to describe us as a person what would they say. This is a crucial element to your planning and worth dedicating the time to really understand what yours are. That way it aids the authenticity to run through your company and in every message conveyed.

"When you are led by your values, it doesn't cost your business,

it helps your busienss "

Jerry Greenfield

Not having a set of values is like not really having a personality. What do you believe in? how do you conduct yourself, if you were asked to describe the company in three words what would roll off your tongue? For an audience to connect with a brand they need to be able to identify your values, relate to them and form a relationship. It's from this build connection they are likely to do business with you. If your audience cannot connect with you, perhaps your values are not clear. It's not as easy task to implement, it takes time and consistency and most importantly authenticity. No matter what industry you are in across the globe, we as people connect through many formats and one being shared values.

"Values are like fingerprints, nobody's are the same, but you leave them over everything you do"

Elvis Presley

Our businesses and personal exposure is so incredibly high in current times due to digital channels. It sometimes feels like there is so many faces to our brand that we need to cover across all our channels. By having a set of core values it can be ensured that the consistency across the brand is upheld. It also supports internal culture among your team, and when attracting new talent, of you share values it makes you more compatible for the company and will be reflecting in their work. SO how do you even begin understanding your values? There are lots of free templates and sheets online, or you can reach out to a marketeer to guide you. It's also important to note that reviewing your values is encouraged perhaps annually or when a significant change in the company occurs.

You'll need to aim for five core values that can be reduced to three cemented values. As a team or even a pair (you can do it alone but helps to have someone to bounce ideas with) fire out some words that you initially think of about your brand or even personally. Then expand on the words as to why you have chosen that particular word, was there a scenario around this. How did it make you feel? Why do you think that?

You may find that the conversation leads in a slightly different direction, so is that the word you really mean? Think about the connotations around the word aswell, do they fit with what you believe?

It may be that from one word you now have another one or two that seem more fitting. That's fine, park it and go on to the next word. Then as you go on you can review each and you may find certain words seem to stand out more and more. Try and stay away from generic words too, like honest - how many companies or people would say their honest? What do you really mean by that.

Take some time and thought to really understand your core values that run external and internal within your company. It will provide a clear solid understanding of your brand in which all other aspects can build upon. If you are struggling and want some assistance reach out for some help. Have a look at templates online and get the team involved. Even ask those outside the company to describe your brands personality to spark some ideas.

Connect with our Marketing Manager Amy Rea if you have any questions.

'What am I asking people to do?'