Just like you or I we each have our own values and that shape the way we behave.
How we treat other people and where we spend our time and efforts.
These principles are part of our character as people and part of what makes us individuals.
They will draw people to us or draw people away from us depending on whether or not those principles are aligned.
The way brands interact with consumers are becoming more and more intimate and personal.
So that the way brands behave takes on greater significance.
Why Core Values Are important?
Values are one of our most sacred characteristics as people and what make us distinctly human.
So as brands evolve into human personas, it's no surprise to see more and more brands taking on these core values.
When we make buying decisions we consider how brands behave.
Now for the most part these considerations are completely in the subconscious much in the way that our considerations of how other people behave around us are also in the subconscious.
When we do consciously notice other people's behaviors it's usually when they've left us with either a really positive experience or a really negative experience.
And it's the same with brands as well — if we have a really good experience with a brand we know this, just as we know when we have a really bad experience with a brand.
For the most part, all of our other experiences with brands are analyzed in the subconscious.
Gerald Zaltman, a Harvard Business professor has concluded that 95% of all of our buying decisions are made in the subconscious.
That makes sense when we consider that we analyze the experiences that we have with brands in our subconscious mind as well.
Whether your brand is being analyzing in the conscious or the subconscious mind is irrelevant.
The principles of your brand, the way it goes about its business, the experiences that your customers your suppliers and the wider public have with your brand is predicated on the values that you display through your behavior day-in day-out.
For brands, core values guide behaviors and bring all brand representatives and ambassadors together on the same page.
So it's critical to outline your values and your behaviors early on in order to breed consistency in brand experience.
Let's look at some other benefits of having your brand core values in place.
Benefits of Core Values:
They set the foundation for the organization's culture.
They can positively impact morale and lead to individual and organizational pride.
They can align a large group of people around specific behaviors.
They can guide difficult decisions by determining priorities in advance.
They can help positively influence how employees interact with customers and each other.
They can help attract, hire and retain the right type of employees.
They can help with performance both individually and organizationally.
They can help prevent and manage conflict.
They can influence the overall brand experience.
How To Write Core Values
When identifying the core values of your organization, your goal is to identify the key core values.
Not a laundry list of cookie-cutter values that you copied from another organization's list.
Your employees would have a hard time living any more than 3-5 core values.
Youtube is all about sharing stories and building community.
We believe that everyone deserves to have a voice.
Youtube's values are based on four essential freedoms.
YouTube calls their values "essential freedoms" that are in line with the purpose for which the company was founded – giving people a voice.
With these four values, YouTube creates an environment where people get an opportunity to share ideas, find any information they are looking for, get a chance to discover something new, and belong to a community.
YouTube Core Values:
Freedom of Expression — People should be able to speak freely, share opinions and foster open dialogue.
Freedom of Information — Everyone should have easy, and open access to information.
Freedom of Opportunity — Everyone should have a chance to be discovered, build a business and succeed on their own terms.
Freedom to Belong — Everyone should be able to find communities of support, and come together around shared interests and passions.