How to Create Core Values in Business: Crafting and Living Your Brand

Did you know that 70% of employees who lack confidence in the abilities of senior leadership are not fully engaged? In the world of business, engagement begins with a foundation: core values. Yet, crafting core values is often overshadowed by financial strategies and marketing plans.

Fortunately, this post on how to create core values in business explores the underappreciated art of defining what your company truly stands for.

Core values are the invisible hands that steer your decision-making. These guiding principles help shape the culture of your business, influencing choices, and luring the appropriate crowd—both internally and externally.

How do you then go about developing and putting these guiding ideas into practice? Let’s get right into it.

12 Ways on How To Create Core Values in Business

Creating core values is a foundational step in building a strong company culture. It’s about defining the organizational principles that will guide your business through its highs and lows.

Below, we go over the key steps to craft and uphold core values in business that resonate with your mission, employees, and customers.

Start with a mission statement.

Your mission statement is the “why” behind your existence. Before you can define your company core values, you need to understand your mission. This statement should be clear, concise, and actionable. It should resonate with both employees and customers.

• Clarity: Avoid jargon. Your mission statement should be understandable to anyone.
• Concise: Keep it short. A sentence or two is often enough.
• Actionable: It should inspire action, guiding employees in their daily tasks.

Involve employees in brainstorming.

Your employees’ input in defining core values is invaluable. Organize brainstorming sessions and encourage teamwork through open dialogue. The goal is to capture diverse perspectives that reflect the collective ethos and value statements of your workforce.

• Open Dialogue: Create a safe space for honest discussion.
• Diverse Perspectives: Include employees from various departments and roles.
• Collective Ethos: Aim for values that resonate with the majority.

Study competitors for differentiation.

Knowing your competitors’ values can help you stand out. Differentiation is key in a saturated market. Analyze your competitors but don’t imitate them. Your core values should set you apart and give customers a reason to choose you.

• Market Research: Know who your competitors are and what they stand for.
• Unique Selling Proposition: Identify what sets you apart.
• Customer Preference: Understand what your customers value in a company.

Choose authentic values.

Authenticity breeds trust. Your core values should reflect the genuine beliefs and behaviors already present in your company culture. Don’t pick values that are trendy but don’t resonate with who you are.

• Self-Assessment: Be honest about your company’s strengths and weaknesses.
• Cultural Fit: Choose values that align with your existing culture.
• Employee Buy-in: Ensure that employees can see themselves in these values.

Select impact-driven values.

A good set of core values should drive action and inspire change. Choose strong values that will guide decision-making and serve as a metric for success.

• Action-Oriented: Values should inspire and guide behavior.
• Measurable Impact: You should be able to assess how well you’re living up to your values.
• Decision-Making: Use values as a compass for company decisions.

Limit to 5-7 values.

Less is more when it comes to core company values. Too many values can dilute their impact and make them hard to remember. Stick to 5-7 core corporate values that encapsulate what your organization stands for.

• Memorability: Employees should be able to easily remember and recite the company’s values.
• Focus: A smaller set of values allows for greater depth and impact.
• Implementation: Easier to integrate into daily operations.

Use concrete language.

Avoid abstract terms that can be interpreted in multiple ways. Your business’s core values should be straightforward, leaving no room for ambiguity. This ensures everyone is on the same page.

• Specificity: Use precise language.
• Common Understanding: Ensure that everyone interprets the values in the same way.
• Clarity: Avoid any potential for misunderstanding.

Evaluate for realism.

Your core values should be aspirational but attainable. They should challenge your company’s vision and mission to improve while still being rooted in reality. Unrealistic values can lead to disillusionment.

• Feasibility: Are these values achievable?
• Relevance: Do they apply to everyday operations and challenges in your company’s culture?
• Longevity: Will these values stand the test of time?

Run a customer focus group.

In addition to your organization’s opinions, your customers’ opinions can matter just as much. Run focus groups to gauge how your proposed core values resonate with them. This external perspective can provide invaluable insights.

• Customer Alignment: Ensure your values resonate with your target audience.
• Feedback Loop: Use the focus group as a channel for constructive feedback.
• Market Fit: Confirm that your values align with market expectations.

Document and disseminate.

Once finalized, document your core values. Make them easily accessible to both employees and customers. Use multiple channels like your website, internal portal, and marketing materials.

• Accessibility: Make it easy for anyone to find and understand your values.
• Multiple Channels: Use your website, social media, and internal communications.
• Visibility: Consider posters, employee handbooks, and other tangible methods.

Incorporate in training.

New hires should be indoctrinated in your core values from day one. Incorporate them into training materials and programs for both new hirees and even your leadership team to ensure a cohesive company culture.

• Orientation: Include a segment on company values in your onboarding process.
• Training Materials: Integrate values into manuals and digital resources.
• Cohesion: Ensure all employees, new and old, are aligned.

Review annually.

Company standards and values aren’t set in stone. As your company evolves, so should your values. Make it a practice to review them annually, involving both employees and leadership in the process.

• Timed Review: Set a specific time each year for review.
• Employee Involvement: Include a diverse group in the evaluation process.
• Adaptability: Be willing to make changes as your company grows.

By adhering to these guidelines, you’ll create core values that are not just words but the DNA of your company. They’ll guide you in good times and bad, helping you make decisions that are in line with what you stand for.

How do you implement core values in business?

Once you’ve established your core values, the next crucial step is to weave them into the fabric of your organization. Implementation is where the rubber meets the road.

Here, we explore effective strategies to ensure your core values are more than just words on a wall—they become the lived experience of your company.

Integrate into onboarding.

The onboarding process is your first opportunity to instill your core values in new hires. Make it a part of the orientation program. Discuss each value, its importance, and how it translates into daily work.

• Orientation: Include a session dedicated to core values.
• Practical Examples: Provide real-world scenarios where values apply.
• Assessment: Quiz new hires on their understanding of the values.

Include in performance reviews.

Performance reviews shouldn’t just focus on metrics and KPIs. They should also assess how well an employee embodies the company’s core values. Make it a standard part of the evaluation process.

• Evaluation Criteria: Add a section for core values in review templates.
• Feedback: Offer constructive comments on value alignment.
• Goal Setting: Use values as a basis for future performance goals.

Display visibly in the workspace.

Visibility reinforces memory. Display your core values prominently in the workspace—whether it’s on walls, screensavers, or even coffee mugs. Keep them in sight, keep them in mind.

• Office Decor: Use posters or wall art to display values.
• Digital Reminders: Incorporate into screensavers or intranet.
• Merchandise: Consider branded items like mugs or notebooks.

Incorporate in marketing materials.

Your core values aren’t just for internal consumption. They should be a part of your brand identity. Include them in marketing materials to attract like-minded customers and partners.

• Brand Identity: Make values a part of your brand story.
• Customer Engagement: Use values to connect on a deeper level.
• Partnerships: Attract businesses with similar values.

Align with company goals.

Your core values and company goals should be two sides of the same coin. When setting new objectives, ensure they align with your values. This creates a cohesive strategy.

• Strategic Planning: Integrate values into business plans.
• Objective Alignment: Cross-reference goals with values.
• Cohesion: Ensure all departments are in sync.

Recognize value-aligned behavior.

Recognition reinforces behavior. Celebrate employees who exemplify your core values. Whether it’s through awards or shoutouts, make it public and make it frequent.

• Recognition Programs: Establish awards for value-aligned behavior.
• Public Praise: Use team meetings or internal newsletters.
• Incentives: Consider bonuses or other tangible rewards.

Use in decision-making frameworks.

Core values should serve as a litmus test for decision-making. From hiring to product development, use them as a filter to evaluate the best course of action.

• Decision Criteria: Use values as one of the deciding factors.
• Ethical Choices: Evaluate the moral implications in line with values.
• Consistency: Ensure uniform application across all departments.

Train managers first.

Managers set the tone for the team. Train them first on how to embody and enforce core values. Their behavior serves as a model for the rest of the employees.

• Leadership Training: Include values in managerial training programs.
• Role Modeling: Managers should exemplify value-aligned behavior.
• Enforcement: Equip managers to hold their teams accountable.

Discuss in team meetings.

Regular team meetings are an ideal platform to revisit core values. Use this time to share updates, celebrate wins, and discuss challenges related to living the values.

• Agenda Item: Make values a recurring topic in meetings.
• Updates: Share any revisions or clarifications.
• Employee Input: Encourage open discussion and feedback.

Embed in customer service protocols.

Your values should be palpable in every customer interaction. Train your customer service team to incorporate them into their communication and problem-solving approaches.

• Training Modules: Include values in customer service training.
• Scripting: Integrate value-aligned language in customer interactions.
• Quality Control: Use values as a metric in service evaluations.

Monitor through KPIs.

What gets measured gets managed. Develop KPIs that track how well your company is living its core values. Regularly review and adjust as needed.

• KPI Development: Create metrics that reflect value alignment.
• Data Collection: Use surveys or other methods for data gathering.
• Review Cycle: Set a regular schedule for KPI review.

Revisit in annual strategy sessions.

Values may evolve as your business grows. Make it a point to revisit them in your annual strategy sessions. Assess their relevance and make updates if necessary.

• Scheduled Review: Include values in annual strategy agenda.
• Stakeholder Input: Involve key players in the review process.
• Adaptability: Be open to refining values as the company evolves.

Implementing core values is not a one-time event but an ongoing process. By integrating them into various aspects of your business, you ensure they become a living, breathing part of your company culture.

Conclusion

You’re now well-equipped with the know-how on how to create core values in business and implement them.

In fact, you’ve laid the bricks and mortar with your core values in business; now it’s time to live in the house you’ve built. Implementing these principles is an ongoing dialogue, not a monologue etched in stone. It’s a commitment to a way of being, a culture that evolves yet remains rooted in its foundational beliefs.

It’s easy to write a mission statement; it’s courageous to live one. This journey doesn’t end here; it’s where the true test of alignment between your brand’s promise and daily reality begins.

Therefore—breathe life into those values. Make them the pulse of your organization, the silent code that speaks volumes. Your business, your team, and your customers will admire you for it.

FAQs

How do you create core values in business examples?

Creating core values isn’t a one-size-fits-all process, but there are common steps businesses often follow. For instance, a tech startup might start by holding a team brainstorming session to discuss what drives them. They could then narrow down these ideas into key themes like “Innovation,” “Collaboration,” and “Customer Focus.” These themes are then refined into concise, actionable statements and integrated into company policies and practices.

• Brainstorming: Team session to discuss driving factors.
• Key Themes: Identification of overarching themes.
• Refinement: Conversion into actionable statements.

How do core values help a business?

Core values help in attracting like-minded employees and customers, thereby creating a cohesive work environment. Values act as a guide during challenging times, offering a framework for ethical and effective solutions. They also contribute to your brand’s identity, making your business memorable and distinct in a crowded marketplace.

• Cohesion: Attract employees and customers who align with your values.
• Guidance: Offer a framework for decision-making.
• Branding: Contribute to a unique and memorable brand identity.

Q: What are core values in a business context?

A: Core values are the fundamental beliefs that guide the behavior and decision-making of a company. They represent the company’s principles and help define its culture and identity.

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Q: Why are core values important for a company?

A: Core values are important because they provide a framework for decision-making, create a unified company culture, and guide employees in their day-to-day work. They also help attract like-minded individuals to the company.

Q: How can a company create its core values?

A: A company can create its core values by identifying the beliefs and principles that are important to its leadership and employees. It should reflect the company’s vision, mission, and goals, as well as its commitment to stakeholders and customers.

Q: What are some examples of core company values?

A: Examples of core company values include integrity, transparency, innovation, teamwork, diversity and inclusion, customer satisfaction, sustainability, and social responsibility.

Q: How do core values drive business success?

A: Core values drive business success by shaping the company’s actions, fostering a strong corporate culture, and guiding decision-making processes. They also help attract and retain both customers and employees who align with the company’s values.

Q: How can a company uphold its core values?

A: A company can uphold its core values by integrating them into everything it does, from hiring and training to performance evaluations and strategic planning. It should encourage employees to embody the core values in their day-to-day work.

Q: Why are personal values important in relation to company values?

A: Personal values are important because they influence an individual’s behavior, decision-making, and work ethic. When aligned with the company’s core values, they can contribute to a positive and thriving corporate culture.

Q: How do core values contribute to diversity and inclusion in the workplace?

A: Core values contribute to diversity and inclusion by fostering a culture of respect, equality, and acceptance. When actively integrated, core values can encourage employees to understand and appreciate differences in experiences, perspectives, and backgrounds.

Q: How can a company incorporate its core values into its brand identity?

A: A company can incorporate its core values into its brand identity by showcasing them in its messaging, visual identity, customer interactions, and community involvement. This helps communicate what the company stands for and how it operates.

Q: What is the impact of strong core values on the company’s reputation?

A: Strong core values enhance the company’s reputation by building trust with customers, employees, and other stakeholders. They help differentiate the company from its competitors and demonstrate its commitment to ethical and responsible business practices.