How to create authentic brand values that will inspire your staff & customers

would your company pass the test?

Be honest with yourself. Are your corporate values mirrored every day in the actions of your staff? And do they naturally behave this way when you're not around? If not, it's time for a change.

Brand virtues > brand values.

Values are beliefs, ideals. Virtues are actions, behaviours.

Everyone knows the phrase 'actions speak louder than words', but far too many businesses anchor their entire company culture and brand messaging on a vague set of beliefs that may sound inspiring but are at best open to interpretation and at worst meaningless.

Loads of companies I've worked with can't actually demonstrate how their core values manifest themselves in day-to-day working life - in which case it'd be better to not have any at all!

The title of Ben Horowitz's book 'What You Do Is Who You Are' says it all.

You can't just talk the talk, you need to walk the walk.

Want to know if you're walking the walk?

Horowitz has a neat question that really drives the point home to company leaders: 'If you were tested on this value, would you pass the test?'

So, if you want to build a brand that the best talent wants to work for and your target market want to buy from, build brand virtues rather than brand values.

And make sure you'd pass the test.