How do you set a brand’s corporate values? The future of your business depends on whether you can build a team that shares and lives basic values. Values cannot be seen and difficult to measure. Still, they’re crucial… and a strong factor in your business model. so our guide will help you work out how to set them for your business.
What corporate values do you want to stand for with your team? For this building block of your business model, you have to explore yourself. The following questions and tasks can help you to set a brand’s corporate values:
- What is important to you? Write down five values that count in your life, both at work and privately.
- How could you implement these values in your company?
- How do you want to communicate these values in everyday life? Write down two ideas each.
The question is also helpful: What is not important to you? Write down five values that don’t matter to you. Consider what behavior you would tolerate. For example, if order isn’t particularly important to you, how messy might a desk be in your team?
By corporate values, we explicitly do not mean what the company management likes to represent to the outside world, such as “sustainability”, “adventure”, “fun” or “innovation”. We mean the way you work together in a company, how you deal with customers and business partners – in short, the ideals that are lived in everyday life.
With your behaviour you serve as a role model as a founder. You can only credibly represent the attitude that suits you every day. Therefore, make yourself aware of what your true values are when you want to set a brand’s corporate values. What do you stand for? What matters to you? Does it matter above all to financial success? Social recognition? Your independence? Or something completely different?
The basic values that make up your inner mindset should also be shared by the people you work with. Not only because you will spend a lot of time with them and you will have a lot more fun if the chemistry is right. But also and above all because a team that fits well together simply works better.
Let us not get it wrong: this is not about morality and about distinguishing between good and bad values. If it’s important to you to make a lot of money quickly, then that’s just as justified as the desire to help other people with your business. You just have to make sure your people share those values. Only then will they do their job really well and gladly. Even difficult situations can then be endured without the constant agonizing of disputes and fundamental discussions in the team.
What are corporate values?
There is no uniform definition that describes what is meant by the term. The most likely way to say that these are rules of coexistence and general orientationson the basis of which decisions are made.
As a founder, you determine the corporate culture that is lived in your company. Not by wording on the website or in the foreword to your image brochure. But by living them with everything you do.
Separate private and business
If shared values are so important, wouldn’t it be ideal to start with someone from a circle of friends? Rather not. Just because you understand yourself well and you share many funny memories doesn’t mean that the same values count for you. This error has already brought down some of the foundations.
Perhaps for your favorite person, their freedom and autonomy goes beyond anything, while you care about community and you care about reliability, trust and mutual support. In such constellations, it becomes difficult to develop a common entrepreneurial spirit that is above your actions.
Case study from the wine trade: “Good wine without frills” is also a value
Hardly any drink is the focus of as much fuss as wine. Anyone who can separate grape varieties, know growing areas and cellar techniques and praise the “complex bouquet” or the “harmonious finish” of a wine, signals to his counterpart: I attach importance to quality of life, have style and know myself.
But what about the others? With all those who do not attend wine seminars or peddle technical terms, but simply want to drink the right wine with every meal? Without frills, but of good quality?
An Australian wine producer specialises in this target group. The mission behind his specially created brand is to make it easier to choose the right wine. This reflects the company’s values: wine enjoyment must be possible without superficial expertise.
The wine producer’s team naturally brings a lot of wine expertise. Nevertheless, it shares the conviction that customers are more helped to guarantee a uniformly good quality than to confuse them with details of cultivation areas and vintage information.