Adding value with core values

Building a credible communications strategy takes getting to grips with a company’s internal and external stakeholders. Internally, an organisation’s core values are the compass that guides its actions, decisions, and culture. They define ‘who the company is’ and ‘how it does things’.

Branding, on the other hand, is the external expression – ‘how the company wants the world to see it.’

These two are intrinsically linked. Authentic branding must stem from genuine core values. If a company claims to be innovative but its values foster bureaucracy, the brand message will feel hollow and untrustworthy. Conversely, strong, lived values create a powerful, consistent brand identity that resonates with customers and attracts talent. When values align with branding, it builds trust and loyalty.  Plus a distinct market position that competitors can’t easily replicate.

Core values

 Although there are guidelines for the number of core values a company should have, how to identify them, and how to embed them in an organisation.  There is no one-size-fits-all template.  A small startup might have three core values embedded organically through daily interactions. While a large corporation might have seven, identified through extensive employee engagement and communicated through training programs, and leadership reinforcement to ensure widespread adoption. Regardless of size, consistent adherence to core values fosters a strong and cohesive culture, improving employee engagement.

A limited spread of values seems to pop up on many companies’ core list. I looked for an example of a successful local company for something a little different. As its internal core values, Capitec has created a ‘Live CEO’ philosophy which encourages every employee to put the CEO acronym into action every day.

• Client First: Always prioritising the client’s needs and wellbeing in every decision and interaction.
• Energy: Bringing passion and dynamism to their work, driving forward and inspiring one another.
• Ownership: Taking initiative and responsibility for their actions and outcomes, both individually and as a team.

It’s obvious that a lot of thought has gone into creating these three values, which are easy to remember and act as an inspiring daily mental checklist.

My business is similarly service-driven, but I don’t need to inspire a branch network of staff to deliver every day. The following five core values are central to the culture of Shirley Williams Communications.

• Reliability. In a deadline-driven industry which often includes live events, I show up and deliver on time, every time.
• Relevance. Media change, tactics evolve, and staying relevant is key to staying connected.
• Honesty. Being truthful builds trust and is a good long-term value.
• Supportive. When my clients shine, it’s a win for me, and I’m there to support in different ways.
• Compassionate & Friendly. I want those who work with me to ‘look forward’ to our interactions and know I’m open to chat (even though we might not always agree on everything).

Do your company’s core values resonate?  Are they lived every day? Give me a call if you’d like some help identifying meaningful values for your company and communicating them in a way that inspires and sticks.