Why your brand values must have value

I've lost count of the number of businesses who've told me their brand values are 'Quality, Service & Value'.

What do your brand values mean? Do they work for you, or for everyone? Faced with 'Quality, Service & Value', I usually ask which of the business' competitors have stated in their brand values that they strive not to offer quality, service and value. Because unless your pursuit of these values are truly (and demonstrably) remarkable or unique in your sector, they're not your brand values.

Your values shouldn't be something you put up on a big plaque (just to look good) and then forget. They should be something you live and breathe:

• Use your values to help you decide what your business does — and doesn't do — next (yes, they should be taken that seriously)
• Ensure that employee appraisals and promotions measure how well your staff embody your values
• When you communicate, check first whether what you're saying confirms your values.

A good copywriter will help you work through which values are right for your business. They'll identify some you never thought of (because you're too close to the wood to see the trees) and they'll challenge values which may not be right for you.

Why your values have to be right for you

• If your espoused values don't match they way your business behaves, you'll lose credibility in the market.
  
  
• Employees rarely need an excuse to feel cynical — so don't give them one!
  
  
• If anyone challenges why these are your values and how you ensure they apply throughout the business, you need to be able explain the whole thing and come out looking impressive rather than awkward.
  
  
• If you have values you can't live up to, and the market finds out, you could be as embarrassed as Enron (whose values were 'Communication, Respect, Integrity, Excellence')!
  
  
• You don't want to regret your values, so choose them carefully. For example, if you find your values suddenly limit your ability to pursue an opportunity, do your values change (in which case, did they ever mean anything?), or does your plan change?
  
  
• A value isn't a goal; it's a reality. So choose ones which reflect who you are, not who you want to be.
  
  
• Values also don't have to be cheesy or fluffy — just real. Above all, your values must be distinctive to you.