They are the fundamental driving force of what your organization and its employees stand for in the world.
Core values provide something visceral, the bones, blood and guts of your brand.
They're the brand's highest priorities and they're necessary to form the image of your brand.
Core values are intrinsic to attracting customers as well as retaining your best employees.
Your core values must be integrated with your customers and employees and their belief system.
They're also known as guiding principles because they form a solid core of who you are.
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.
The Importance of Core Values
Values are amongst our most important attributes as individuals — this is basically what make us human human.
So as brands advance into human personas, it's nothing unexpected to see an ever increasing number of brands taking on these guiding principle.
When we make purchasing choices we consider how brands act.
Generally, these contemplations are totally in the subconscious, much in the way that our contemplations of how others carry on around us are likewise in the subconscious mind.
At the point when we do consciously see how others' behave, it's generally when they've left us with either an extremely positive encounter or a truly negative encounter.
And the same happens with brands also — when we remember involvement with a particular brand as good experience, then we know this, similarly as we we know when we they the brand left us with am awful experience.
Generally, the entirety of our different encounters with brands are investigated in the subconscious mind.
Gerald Zaltman, a Harvard Business teacher has reasoned that 95% of the entirety of our purchasing choices are made in the inner mind.
And that makes total sense, when we conclude that we examine the encounters that we have with brands in our subconsciousness.
Regardless of whether your brand is being examined in the subconscious or the conscious mind is insignificant.
The standards of your brand, the manner in which it continues on ahead, the encounters that your clients, your providers and the public have with your brand comes from the values that you portray in the way you behave.
You core values bring all brand ambassadors together on one page.
So it's extremely important to get clear on your brand values and guiding principles at an early stage so as to raise consistency in brand experience.
Let's look at some different advantages of having your brand core values set up.
10 Benefits of Core Values:
They can help you shape the organizational culture.
They can lead to higher morale standards and pride.
The can help people behave consistently.
They can help in decision-making processes.
They can impact how team members communicate with others.
They can improve recruiting and retention of the right employees.
They can lead to higher performance of the team and its members.
They can assist in avoiding and dealing with conflicts.
They can positively impact the general brand experience.
They can contribute to the overall success of a business.
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.