Your values are your brand. And your brand is your competitive advantage.

“Your personal core values define who you are, and a company’s core values ultimately define the company’s character and brand. For individuals, character is destiny. For organizations, culture is destiny.”
— Tony Hsieh, former CEO of Zappos

Many people think of a brand as a logo, but it’s so much more than that. A brand should really begin with your values as a founder, leader, or organization.

Do you want your brand to stand out? Have consistent marketing messaging? Attract the right employees? Know where your company is headed?

You need to clearly define your values.

Let me explain.

I’ve learned that your values are the best way to build your brand.Knowing what motivates you, your team, and your clients propels your business to thrive and reach its full potential.

Your values will help you shine by…

1. Acting as a North Star

Your values guide your decision making in both your personal and professional life. Does this choice align with my values? Does this go against anything my company and I stand for? Your values act as a North Star when it comes to both tough and everyday decisions. Knowing when a decision aligns with your personal and company values gives you a peace of mind and the confidence to act.

This is also reflected in your branding. Customers will perceive your values based on what you communicate. Therefore, your messaging needs to align with your values—your values are your brand. Send out inconsistent or inauthentic marketing, and you’ll likely miss out on your target audience.

Grounding yourself and your company in clearly defined values will also help you attract the right people. Potential employees and clients will see what you represent and either be attracted or turned away. Communicating your values clearly, from the start, can save you the heartache of employees and clients realizing they don’t align with you further down the road.

2. Inspiring your team

If you’re a leader, knowing what motivates your team makes you a better boss. Let your employees know what you value while also learning what they value—preferably before they’re even hired! At Alluvia, I conduct values exercises with our team because it’s so important. Your employees’ values and order of priorities likely won’t be the exact same as yours, and that’s okay. However, as a team you should be in alignment and agreement on the things that affect performance most. That is why I use values alignment as a significant factor during both the hiring and employee evaluation processes.

Because a team that aligns in values is a team that succeeds.

3. Fueling your future

Your values naturally pull you toward your vision as a company, just as your activities point in the direction of what you prioritize. As your company experiences changes—always return to your values. Your values will keep you on the right track amidst the change around you.Values keep you moving, and they are both the blueprint and the roadmap for where your business is going.

So how do you identify your core values?

An easy exercise for defining your values is a “personal values card sort.” (Google it and pick a website!) It’s an activity that has you rank your values to determine what’s most important to you.

I did the personal values card sort years ago when I worked with Kimberly-Clark Health Care. The 5 values that I identified all those years ago have remained consistent throughout my career, and now, these 5 values guide how I manage Alluvia Studio:

Joy: bringing joy into the lives of others through the way we work

Authenticity: putting our best foot forward while maintaining individuality

Continuous Improvement: upping our game every day to make the most of our gifts

Courage: pushing harder and/or asking tough questions in the name of excellence

Faith: honoring our Creator through beautiful work

It’s time to discover your top 5. Think about it. Jot it down. Let your team know. Then watch with delight as your company operates as a more cohesive, efficient, and victorious group. And if you need a partner to help craft clear, customer-focused messaging that reflects your values, we’re here to help. Book an intro call with Alluvia Studio to make your values-driven brand a reality.

P.S. I spoke on this topic at LSI Europe 2024. Go watch my presentation here!

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At Alluvia Studio, we partner with medtech executives and companies to produce compelling marketing strategies, stories, and visuals that clearly define the immense value of their patient care innovations. Our experience and knowledge in healthcare and medtech allow us to deliver critical and timely marketing solutions that free our clients up to relentlessly pursue their goals.

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