When brands like Disney and Target rolled back their commitments to diversity, equity, and inclusion, a lot of people felt duped.
On the one hand, of course, these giant, bottom-line-driven brands always operate with dollars and cents in mind. On the other hand, they've talked a good game about these values and commitments over the years, and it felt like a major abandonment of those values.
The unfortunate truth is big brands can usually afford any business lost from choices like these. But for smaller businesses and nonprofits? The consequences of damaged brand trust can be more severe.
For the past five years, we’ve been dealing with unprecedented times. A global pandemic, escalating natural disasters caused by our worsening climate crisis, the rapid rise of AI, a fraught social and political landscape . . . it’s a lot to navigate as a human and as a small business owner.
If there’s one thing these times can teach us, it’s that the idea of control is often an illusion. We never really know what’s around the bend, but the one thing we can control is how we respond. And deciding the right response is always easier when you’ve clearly defined your brand core values.
Read on to learn how to define meaningful brand core values and use them to make decisions during these uncertain times.
How to Identify Your Values
Brand core values are fundamental beliefs and ideals that guide how your brand operates and shows up in the world.
These core values aren't just a "nice-to-have." When thoughtfully chosen and properly used, they can be powerful tools for shaping company culture, building trust with customers and employees, and guiding decision-making.
HubSpot’s Consumer Trend Report found that 82% of consumers want to do business with brands that share their values. It makes complete sense, especially right now when so many people want to make their voices heard but aren’t sure how to go about it. Not everyone can (or wants to) attend a protest, but “credit card activism” is more often within reach.
If your small business or nonprofit doesn’t have your core values defined—or if you have them somewhere but couldn’t tell me what they are, you’ve got some work to do.
Core values are only useful to your brand if they are meaningful and activated.
Choose between three and six at most and consider these questions:
Is it authentic? (Does this value feel true to how the organization operates, or is it aspirational?)
Is it enduring? (Do you believe this will be true forever, or is it closely tied to current strategic objectives?)
Is it actionable? (Can you think of examples of what this value looks like in action?)
Is it differentiated? (If a similar organization could claim this value, how does it look different for you?)
Remember that you don’t have to limit yourself to listing your core values as single words. When developing brand messaging for my clients, I often create a brand core values statement incorporating short phrases to add specificity.
For example, look at the core values of Cambridge School Volunteers. This nonprofit organization offers free on-site tutoring, mentorship, and programming in the Cambridge Public Schools.
Cambridge School Volunteers’ Core Values
We promote access and equity. (Access)
We put relationships first. (Relationship)
We show up. (Commitment)
We foster connection. (Connection)
We rise to the challenge. (Resourcefulness)
These action-oriented phrases are easy to recall and capture the essential values of Cambridge School Volunteers in a way that the words alone don't fully communicate.
Once your values have been established, it’s time to put them into play by
Incorporating them into onboarding and training to ensure all team members consistently represent your brand.
Communicating them to your audience through your website, other materials, and customer experience touchpoints.
Considering them when developing your content marketing strategy.
Evaluating business decisions through the lens of your values.
This last bullet point is crucial for building trust with your customers and your team.
How to Make Values-Based Decisions
In values-based decision-making, the goal is to evaluate possible responses to a situation through the lens of your core values. Doing so ensures that the choices you make align with those values.
Now more than ever, as the current administration demonizes DEI, cuts foundational staff and programming, and enacts steep tariffs, small businesses, schools, and nonprofits are facing a host of difficult decisions. Ultimately, all of these decisions can be summed up by this one overarching question:
How do we stay true to what we believe and still stay operational?
Particularly in today’s polarized environment, it’s impossible to please everyone. Still, by clearly defining your values and using them as a lens for decision-making, your actions will make sense to the core audience you’ve built.
Your brand core values act as crucial guardrails, ensuring you never stray too far from the heart of your brand.
When faced with a challenging choice, try asking yourself and your team these questions:
What are the potential options?
What are the benefits of each option?
What are the drawbacks to each option?
How does each option align with our core values?
Which option best fits our values while achieving the most benefits and least drawbacks?
How do we communicate the decision to stakeholders using our values as context?
There are consequences for every decision, but the goal is to minimize negative impact while staying steadfast in your commitment to your values.
Are you in need of core value clarity?
If you are ready to define or revise your brand's core values but don't know where to begin, I've got you!
Review this list of core value words and see which rises to the surface. Once you have a narrowed list, ensure each is authentic, enduring, actionable, and differentiated, and you'll be halfway there. Or, if you'd like an outside set of expert eyes to help develop comprehensive brand messaging, book a call, and let's talk!
Want to read this post with your ears?
Give it a listen here:
