Updated: October 9, 2024 at 10:19am CDT
Introduction
Welcome back to the Smiling Tree Gifts Core Values Series! In Blog #1, we talked about why core values are like the secret sauce to business success. Now, it’s time dive deeper into defining core values that resonate with both your employees and clients.
Establishing meaningful, authentic core values isn’t just about putting a few nice words on a wall and hoping everyone vibes with them. Defining company core values is about shaping the very foundation of your business in a way that feels right to your employees, your customers, and you. Today, we’re breaking down the process of defining your core values so they don’t feel hollow or forced, but instead genuinely connect with the people who matter most to your business.
Why Defining Core Values Matters
Defining company core values isn’t just a fun team-building exercise. When done right, they influence every aspect of your company—from the way you communicate with your customers to how your employees feel when they walk into work each day.
According to Abbottwork, defining your corporate core values helps establish a common framework for decision-making, strengthens your company culture, and lets customers know exactly who you are and what you stand for. The better aligned your core values are with both your internal team and your external audience, the stronger your brand will be.
So, how do you go about defining core values that actually resonate with your team and customers? Let’s explore the steps to get it right.
Step 1: What's Your Why?
Before you can define strong corporate core values, it's essential to take a step back and ask yourself: What's your why? People want to passionately believe not just in what they’re doing but in why they’re doing it. This first step, suggested by Kathleen, owner of Smiling Tree Gifts, encourages self-reflection on the deeper purpose behind your business. Why did you start your company or choose your field? What excites you about your business journey, and what motivates you to keep going?
By reflecting on your “why,” you can brainstorm the values that resonate most with your company, your employees, and your clients. This self-reflection lays the groundwork for defining company core values that are meaningful to your entire organization.
Step 2: Involve Your Team in the Process
Your corporate core values need to reflect what matters most to your company, and who better to help define those values than your team? After all, they’re the ones who will live and breathe these values on a daily basis. Including them in the process increases buy-in and ensures that your core values resonate long term.
A great way to start is by having open conversations with your team about what values are important to them. Ask questions like:
- What do we stand for as a company?
- How do we want to treat each other and our clients?
- What makes us different from other companies?
These discussions can be eye-opening and will give you insights into what resonates with your team. As noted by Element Three, company core values that actually mean something are built on collaboration, and when employees are involved in the process, they’re more likely to feel connected to those values long term.
Step 3: Keep Your Company Core Values Real and Authentic
There’s nothing worse than a company with core values that feel fake or disconnected from what they actually do. For corporate core values to resonate, they need to be genuine. Customers and employees alike can tell when values are just buzzwords thrown together to sound good, and it can erode trust in your brand.
So, how do you keep your values authentic? One key tip is to avoid getting too fancy with language. Your values should be clear, straightforward, and easy to understand. For example, instead of saying, “We commit to customer-centric optimization strategies,” just say, “We put our customers first.” It’s simpler, more relatable, and more authentic.
As Givz points out, brands need to dig deep and figure out what really drives them, rather than trying to follow trends or mimic other companies' core values. The more your core values reflect your company’s true identity, the stronger they will resonate with your customers and team.
Step 4: Focus on What Matters Most
Not every value needs to be a core value. When defining your core values, focus on what truly matters to your company and its mission. If you have too many values, it can dilute their meaning, and people may struggle to remember or relate to them.
According to Product Marketing Alliance, the best values are those that speak directly to the core of your company and align with what’s important to both your business and your customers. So how do you narrow it down? Think about:
- What is non-negotiable for your business?
- What values make your company unique?
- What behaviors do you want to see in your team, day in and day out?
By focusing on a few strong values, you ensure that your corporate core values remain top of mind for your employees and are easily communicated to your clients.
Step 5: Align Company Core Values with Your Clients’ Values
Core values aren’t just about what happens internally—they also play a huge role in how you’re perceived by customers. The trick is finding values that resonate not only with your team but also with the people who support your business.
To do this, it’s essential to understand your customers. What do they care about? What motivates them? If your customers value sustainability, for example, making environmental responsibility a key part of your company core values is a great way to connect with them on a deeper level.
Abbottwork points out that when your values align with your customers’ values, you create a natural, lasting connection. Your customers will feel like they’re supporting a brand that shares their beliefs, and that’s a powerful thing.
Step 6: Make Your Values Actionable
Defining your corporate core values is only half the battle. To have a real impact, your values must be put into action. It’s not enough to state them; you need to actively show your team and clients how those values come to life.
For example, if one of your core values is transparency, what does that look like in practice? Does it mean being open and honest in customer communications? Or perhaps it means providing clear, upfront pricing with no hidden fees. The clearer you are about what your values look like in practice, the more actionable they become.
Revenue Marketing Alliance emphasizes the importance of bringing your company’s values to life in authentic and actionable ways. This not only keeps your team aligned but also ensures that your customers can see those values in action, reinforcing their trust in your brand.
Step 7: Evolve Your Corporate Core Values Over Time
Your company isn’t static, and neither should your core values be. Over time, your business will grow and change, and your values may need to evolve along with it. Maybe your priorities shift, or you start serving a new customer base with different needs. That’s okay!
Keep an open mind about revisiting your company core values periodically to ensure they still reflect the heart of your business and resonate with your team and customers. As your business evolves, so too should your values.
What’s Next? Displaying Your Core Values
Now that you’ve got a solid foundation for defining strong corporate core values, it’s time to think about how you’ll bring those values to life in your company culture. In Blog #3 of our Core Values Series, we’ll explore the best ways to display your core values within your workplace and across your company. Stay tuned for tips on making your values visible, actionable, and part of your daily operations! And if you’re looking for ways to make your core values tangible, check out Smiling Tree Gifts' Core Values Products—a perfect way to showcase your values to your team and clients!
Sources:
- Abbottwork: A Deeper Dive into Core Values
- Product Marketing Alliance: Value Marketing – How to Resonate with Your Customers’ Values
- Element Three: How to Define Core Values that Actually Mean Something
- Givz: Brand Values
- Revenue Marketing Alliance: 8 Ways to Authentically Bring Your Company’s Values to Life
