When I begin discussions with organizations or with individuals concerning their brand I often ask them to tell me about their core values. You know, their guiding principles, what they stand for. Most times the person can answer that question quicker and more effectively than the company can. Let us remember why they are called core values.
The majority of organizations were started because the founder(s) thought that there was an unmet need in the market place. I founded my organization due to the belief that education brand consultants focused too much on logos, taglines and advertising campaigns and not enough on on mission and core values. Most companies forget why they were founded and what they originally stood for.
In the 21st century of transparency and the new normal where the economic playing field is being leveled, people around the world expect organizations to stand for something and at a minimum, know what they stand for. Organizations realize this too and there is a renewed emphasis on core values. Core values get at the essence of the organization allowing it to create value. What does your organization stand for? How do you engage your stakeholders in the process of discovery or re-discovery? When we do it is so much easier to recruit and retain brand champions.
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