Share Your Values

Tips and examples of how to effectively share your company values.

Wendy Ruyle 11.25.2013

Organizations take a lot of time to develop their mission, vision, and values. Hours are spent with Post-it Notes and markers pinpointing exactly what you stand for. So now that you’ve got that list, what do you do with it? Here are some examples of how to effectively share your values with the world.

Tell stories

Most companies have a page on their website listing out their mission, vision, and values. Take a look at yours. Does it inspire you? Can your customers tell how it affects real world decisions within the company? If you tell your customers a story with examples of your values in action it will move them. If those values align with their values, they’ll want to make the choice to consume your product.

A great example of this is Panera Bread’s “Live Consciously. Eat Deliciously.” campaign. They tell stories that range from the craftsmanship they put into their food, to what antibiotic-free meat means to your community, to employees giving back and helping out. These stories tell their customers that Panera cares about quality food, the environment, and the health and safety of their customers. And customers connect to Panera’s values because they connect with the stories.

Take a stand

Values mean that sometimes you have to give something up for the greater good. Many retailers including Costco, Menards, and Sam’s Club have stood up this year and said they will not give in to pressure to open on Thanksgiving. They are giving up any profits they might make on Thursday to allow their employees to spend time with their families. Customers have been sharing this message on social media and these companies will probably gain more loyalty and profits in the long run due to taking a stand. Here’s another example of values in action.

Show your personality

All organizations are made up of people. That’s why values matter. Why not show what makes each of your staff unique? Include bios with personal details. Include photos (good ones!). Make your About Us page fun to read and not a snore. Show how your staff reflects the values of your organization on the job and off. Here’s a great post by Nonprofit Hub on compelling staff bios. This is written with nonprofits in mind, but most of the rules are the same if you have a for-profit company.

You are living your values everyday within your organization. They affect how you run your business and what decisions you make. Share that with your customers in a real way and they’ll respond with loyalty.

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