If not, your values will lose their power and will not stick. When you reward and recognize these behaviors, be sure to share it with your organization.
You can be serious without a suit. We believe in people We are one team Straightforward and open-minded Keep it simple Read our article on the corporate culture at the Honest Company. Create a Culture of Honesty Pay it Forward Read our detailed article on the IKEA corporate culture. Daring to be different. Constant desire for renewal. Accept and delegate responsibility. A focus on success. It is our nature to innovate. Nike is a company. Nike is a brand.
Do the right thing. We are on the offense — always. Passion for Winning Fanatical Support in all we do. Results first, substance over flash. Committed to Greatness Full Disclosure and Transparency Passion for our Work Treat fellow Rackers like Friends and Family. Desire to be the best Follow The Golden Rule Adhere to the Principles Treat others with respect Put others first Demonstrate proactive Customer Service Embrace the SWA Family Enjoy your work Be a passionate Teamplayer Safety and Reliability Friendly Customer Service Be your own customer Design is not a luxury Good work takes time Optimize towards ideals Creating a culture of warmth and belonging, where everyone is welcome.
Acting with courage, challenging the status quo and finding new ways to grow our company and each other. Being present, connecting with transparency, dignity and respect. Delivering our very best in all we do, holding ourselves accountable for results. Terry Johnston , Flickr. Grow our business in a way that makes us proud. Recognize that passion and personality matter. Communicate fearlessly to build trust. Reach every person on the planet.
We think customer We lead the way We do the right thing Two restaurants, for example, may have similar menus, but provide different atmospheres, different associations, and different customer experiences based on their brand promises. In none of the above cases does the brand promise describe what these companies do or provide. Good brand promises, like these, talk about what these companies promise to be for you, the consumer.
At the Bill Marsh Automotive Group , the company my brothers and I own and operate, our brand promise says nothing about cars and trucks.
To be the gold standard of customer service… by striving to create positive experiences…every customer, every day. This promise impacts every decision we make. It compelled us to create a company-wide customer service training program that delivers over employee-hours of annual classroom training in customer care. Crafting this brand promise seven years ago permanently changed the culture of our entire company. Just like these companies, the strength of your personal brand has everything to do with the promise you make to your target market.
This could be your customers, co-workers, family members—anyone you interact with on any level. The more value you deliver and the more consistently you deliver it, the stronger your personal brand.
It is the essence of what you have to offer and guides you in how you will live your personal brand. It clarifies and communicates what makes you special—what makes you different from other people. Crafting this promise requires understanding your values, interests, strengths, and personal qualities and using them to distinguish yourself. It will require a commitment of time and thought, but if you are serious about building a strong personal brand, I guarantee you it will be well worth the investment.
As you reflect on these three examples of corporate brand promises, what about you? What description do you want to make about your character? What feeling do you want to convey to the people who matter to you? How do you want to be remembered?
For example, what does it mean to be a person of integrity? List the specific behaviors.
And this example isn’t entirely imaginary, but it could be how Airbnb came up with brand concept and values of offering unique places to stay with local hosts around the world. Airbnb: . So now you can see how brands can be derived from the same place and have brand values that are like night and day. It’s obvious that a brand’s values make the brand. An Example of How Values Can Get in the Way of Your Business. There are brands in existence who are open with values known to . When you’re crafting a personal brand, you must understand your core values because they are the heart of who you are. The following list of values can help you think about what is important to you. Here’s an exercise: Write your top ten values on ten separate pieces of paper.