What to Do Once You Have Defined Your Company Core Values
Once you have defined your company core values, it’s up to you to decide what to do with them. Posting them publicly is often a good idea if they are authentic and will instill trust in your brand with potential customers or employees. The stronger you feel about your values, the more you will want to do with them. That could mean putting the core values on your website’s home page, posting them on a wall in your work space, or printing them in company internal hiring and training literature or marketing materials.
Core values can directly or indirectly affect a consumer’s view of your brand.
Imagine you need to fill up your gas tank. You’re staring at two similar looking gas stations located across the street from each other. The prices are the same, and the buildings look similar. The marquee of Gas Station A says: “Eggs only $1.29!” The marquee of Gas Station B says: “What We Stand For: Value, Balance, Innovation and Community.”
Which one are you going to? Well, unless I really need cheap eggs, I for one am going to Gas Station B!
For an example of a real company’s core values, take a look at Salesforce, a software that manages customer relationships. Their core values are:
- Customer Success
In their staff training program, understanding what’s behind their brand core values helps establish culture and influence behavior. According to their website, “these four core values are the driving force behind everything we do at Salesforce. They serve as our North Star, guiding us to always stay true to ourselves and what we stand for, and to act accordingly.”
When you have a brand core value like “Customer Success,” that means you need to live by it. For example, on the Salesforce website, they have a 1-800 number at the very top of the home page. They know in order for some customers to be successful using their software, they need to be able to easily call and talk to a person to get help. Hiding that phone number or forcing people to go through a bunch of hoops to get to customer service would not align with the brand value. So you can see how the core values can actually influence decisions big and small in the everyday operations of a business.
So now that you know what core values are and why they are important for your organization, click the button at the top of this page to try out our interactive exercise and “Find Your Values”!