“Man, what this Coke ad has to do with the product?” Many people often ask for it. Indeed, it’s all about to show the positive experiences with the brand and explore missions and values of the company. Coke mission is “to refresh the world, inspire moments of optimism and happiness, create value and make a difference”, did you know? And two of the values of Coca-Cola Company are: collaboration and passion. Does it make more sense now?
Mission and values of a company are not meant to adorn the best wall of a company – and be forgotten. They should be used in every communication and corporate presence – on advertising and in the human resource department. They can’t be apart from its origin, its source, otherwise they’ll lose its meaning for employees and consumers. Values are the spirit and the compass of a corporation. And a living organism, who holds and looks at this compass, that’s what your company should be. Sounds simple? Carry on:
1. Values determined, values communicated
People want to know what they consume and why they consume it. Therefore, the values of a company shall be communicated often and clearly, by the means of advertising, corporative events, from the voice tone of your press office to the talks started in social networks.
Besides the external communication, it’s necessary to pay attention to the company itself. According Peter Drucker, whose writings contributed to the philosophical and practical foundations of the modern business corporation, “the only things that evolve by themselves in an organization are disorder, misunderstanding and bad performance.” So, found workplace politics and rules is not enough. It may hold people off and create a gap between employees and company. Approaching values of what employees experience is your best choice.
2. The new Marketing demands values
The Marketing 3.0, announced by Philip Kotler as the marketing of our time, see the consumer as a complete being, able to recognize the brands behaviors and prepare himself/herself for what they offer. Basically, if once the brands were who talked to consumers, now we, consumers, talk to the brands. This requires companies to be increasingly honest and consistent about their values.
3. Values can coincide, companies cannot
The following list brings 10 core values that are common across organizations. Don’t forget: values may coincide, and they will. But in communication, values shall express the independent style of the company that adopted them. That is, they are connected to mission and vision of the corporation – this one truly genuine.
• Accountability – Acknowledging and assuming responsibility for actions, products, decisions, and policies. It can be applied to both individual accountability on the part of employees and accountability of the company as a whole.
• Balance – Taking a proactive stand to create and maintain a healthy work-life balance for workers.
• Commitment – Committing to great product, service and other initiatives that impact lives within and outside the organization.
• Community –Contributing to society and demonstrating corporate social responsibility.
• Diversity – respecting the diversity and giving the best of composition. Establishing an employee equity program.
• Empowerment – Encouraging employees to take initiative and give the best. Adopting an error-embracing environment to empower employees to lead and make decisions.
• Innovation – Pursuing new creative ideas that have the potential to change the world.
• Integrity – Acting with honesty and honor without compromising the truth
• Ownership – Taking care of the company and customers as they were one’s own.
• Safety – ensuring the health and safety of employees and going beyond the legal requirements to provide an accident-free workplace.
4. Tell a story
We conclude that companies must be connected with the society. But how? A coherent company manages to convey values from external communication (advertising, press and social networks) to the internal one.
Once, people believed that companies were enough just for the product they released, but what happens today – thanks to the progress of Branding – is a movement in companies in order to create and perpetuate the brands to the people. Products are just the final aspect. We usually buy because of the meaning and experience with the brand. That’s why, more and more, companies look for in-depth research with employees and consumers. And what we all look for is to listen to great stories.
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