Core Values Examples
LUSH
LUSH is a great example of telling their audience what they value, why they value these values and how their brand embodies these values. This level of authenticity is essential if businesses want to be sustainable in the future.
BrandPlan Values
Love
Love is our true essence.
Truth
Truth is the ultimate power.
Wisdom
Wisdom is in Truth.
Freedom
Freedom is our highest value.
Unity
All is one. One is all.
Creativity
Creativity is our nature.
Shared values unite your dream clients and dream employees through your brand.
Core Values Clarified
Your core values should describe what you actively stand for, not what you aspire to be.
If the brand values you’ve chosen are a true representation of what you genuinely stand for, they should already be naturally integrated into you and your business.
What To Avoid
Most companies adopt corporate values that are nothing more than mundane clichés. They put them somewhere deep inside their website, print them, frame them and hang them up in the reception area and forget about them. The world has enough corporate nonsense like “committed to quality.” or “dedicated to excellence.” You need to be authentic, genuine and unique. Your authenticity is your competitive advantage that cannot be copied. Don’t talk about it, be about it. You and your brand must embody your values.
How To Live Your Core Values
In what ways do you actually live your brand values?
As the leader of your company it’s your responsibility to live and lead by example.
Use your core values to screen new talent in your hiring process
Build your core values into your orientation/training process
Reinforce your core values in your brand’s touch-points
Turn your culture into content
Recognize and reward value-centric behaviour.
Incorporate core value behaviours assessments as part of staff performance reviews.
Create brand partnerships and associations based on core values. Sponsorships, suppliers, events, speakers, team building can all have strong core value roots that will create a strong brand culture.
Create Your Value System
Step 2: Make a List
List a bunch of words or short phrases that describe the values that are important to you and your business. What are the attributes that describe your brand culture? What does your brand stand for? Sometimes it can be difficult to come up with words and often easier to select values from a list. Use the list at the end of this section and select 5-10 values that resonate with your brand.
Step 2: Refine
Refine your values, Select 6 of your most significant values
Step 2: Define
A word on its own doesn’t say much. Define each value in a sentence or two to explain what each of your selected words/phrases really means to your brand. Defining what your brand values mean to your brand helps differentiate your business from others in your industry and communicate what your brand stands for.
Define your 6 core values in your BrandPlan.
