Every organization needs strong Brand & Core Values, yet this critical element is often overlooked. This book explains the important role values play in a company and distinguishes between brand values and core values. It reveals the key to creating strong values that serve your business in critical ways, including improving employee retention, customer satisfaction, and sales. Practical application questions help you apply the principles to your own business.
Free Workbook Included!
The Brand & Core Values Workbook is a free tool that will help you get the most out of the Brand & Core Values book. A link to download the workbook can be found inside the book. The workbook includes space to take notes as well as room to record your responses to the application questions found at the end of each chapter.
Take a Look Inside
Each chapter addresses a topic related to creating strong Brand & Core Values. The chapter begins with an explanation of the principle that is involved and follows with examples of what it looks like when the principle is applied to a business. At the end of each chapter there is an application section with questions that will help you apply the principle to your business.
“Matthew Pohl’s book provides valuable insights for how to meaningfully define both Brand and Core Values for your company and pragmatic methods for making them an active part of your company culture and DNA. This is a vital element for scalable growth and owner autonomy.”
An Overview of the Brand & Core Values Guidebook
Values play a critical role in an organization. When an organization’s values are unclear, individuals within the company are making decisions independently, which results in discord and confusion. This book explains three key concepts that a business owner can apply in order to create and implement strong brand and core values. Below is an overview of those concepts. For more details, including illustrative examples, get a copy of the book.
Brand Values
Brand Values serve as a promise to the market, encapsulated in three to six short words or phrases that paint a picture of what a business sees as the ideal customer experience. To be functional, Brand Values should be authentic, meaningful, and stable.
An organization with strong Brand Values differentiates its brand from the competition, making it stand out in the marketplace. They enable a consistent experience for customers that can be delivered again and again, and they serve as a magnet that attracts the right type of customers, vendors, and employees.
Core Values
Core Values determine how the team interacts with each other. They serve as an internal promise made to the team. In three to six words or short phrases, Core Values demonstrate how the team is to interact with each other. In the same way as Brand Values, Core Values should be authentic, meaningful, and stable.
Core Values enable an organization to provide clear expectations to its employees; they strengthen culture, guide decision-making, and help attract and retain employees who are a good fit. Core Values have the power to unite a diverse group of people in pursuit of a common mission.
Alignment
When Brand and Core Values are aligned, they create a synergy that fuels the organization in delivering on both promises. The two sets of values are aligned when: 1) each Core Value is compatible with every Brand Value, 2) each Brand Value is supported by one or more Core Values, and 3) the Core Values create an internal environment that enables the Brand Values to be delivered.
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Explore the entire Elements Book Series!
Brand & Core Values is just one book in our series called Organizational ReWilding: 11 Elements of an Exceptional Business. Each book addresses a fundamental element of what comprises a great company.
The books are divided into four categories: Leadership, Infrastructure, Strategy, and Culture. Each one follows the same format as Brand & Core Values, with chapters structured to explain a principle, illustrate what it looks like in practice using a fictional company, and closing with application questions designed to help you apply the principle to your own business. Click below to learn more.