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BLOGWiring Brand Values to Corporate Strategy: A Call to Action

by Randall CraigFiled in: Blogging, Branding, Make It Happen Tipsheet

When was the last time that you looked at your organization’s values? If you’re like most leaders, the answer is “from time to time” (which means just before you put together a town hall presentation, or just before your leadership retreat.) If you’re like most employees, the answer is… rarely if ever. So as a leader, is an opportunity being missed?

Wiring Brand Values to Corporate Strategy: A Call to Action

Whether directly or indirectly, so much of the work we do with leaders and their organizations speaks to building brand values and culture, and how that impacts their growth.

As an organization:

🤔 Who are you really? And who do you want to be?

🤔 Is your culture strong on the inside… so your brand is amplified on the outside?

🤔 What stories do your actions tell about your values?

In short: All of your actions point to your brand values (and impact your growth).

More questions: do your Brand Values truly power your Business Strategy? Or does your business strategy “stand alone”? Does every person within your organization power your brand values externally? Or do your values exist only on motivational posters and memorandums?

Values should be lived: they need to be relevant, practical, and modelled by leaders. Only then can they be used to amplify the organization’s strategy.

This week’s action plan:

Look for a sounding board to work through the connection between your values and your business strategy. And if you don’t have someone, I’d be happy to give you an hour of my time, pro bono, to have that conversation: simply reply to this email, and we can take it from there. (Or, find an hour on my schedule directly at www.RandallCraig.net/60.)

Food for thought: I’ll share with you here our brand values. For anyone who has worked with us – or met us, or follow us on social – I’d love to hear if this rings true for you.

Braintrust Professional Institute: Our Values

⭐ We Care

  • We are easy to work with.  And we have fun.
  • We are honest, ethical, and always do the right thing.
  • We care deeply about people and the relationships we build.
  • We are passionate about what we do.
  • We believe in teamwork and sharing our knowledge.
  • We always put skin in the game – with our clients and the communities we serve.

⭐ Quality First

  • We hire great people.
  • We only work with the best clients and partners.
  • We never compromise on the quality of our work.
  • We deliver a quality experience at every touchpoint.
  • We always keep our promises to our clients and our colleagues.

⭐ Creativity, Innovation, and Intellectual Strength

  • We are curious and love to learn.
  • We deliver fresh ideas that make a difference.
  • We aren’t afraid to think differently.
  • We innovate: we seek out new and better ways to do what we do.
  • We are critical thinkers who bring depth to every interaction.
  • We are exceptional communicators (coaching one-on-one, facilitating, or delivering a keynote).

⭐ We Make Things Happen

  • We are empowered and self-managing.
  • We take initiative.
  • We are responsive, and have a sense of urgency.
  • We meet deadlines and budgets.
  • We thrive on change because we create it for clients – and adopt it ourselves.
  • We are easy to work with.  And we have fun.

Related Post Brand Values: Reporter or Columnist

Objective

Additional Resources from the Braintrust Professional Institute:

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