Die Kernwerte Ihrer Marke sind das Fundament. Wie können Sie sicherstellen, dass jedes Teammitglied diese in seiner Arbeit lebt?

For employees to live the brand values, they must internalise them and see how the values link to their everyday actions. The values should be second nature for them. To achieve this, begin embedding the values from the recruitment phase through onboarding, daily operations and performance evaluations.

Articular os valores centrais da marca é mais do que apenas comunicá-los, é integrá-los na essência da organização. Para que esses valores sejam vividos no dia a dia, é crucial que cada membro da equipe compreenda seu significado e veja como eles se manifestam nas ações diárias. Desde as descrições de cargos até as avaliações de desempenho, esses valores devem ser o alicerce que guia cada decisão e interação. Quando os valores se tornam parte do DNA da empresa, eles deixam de ser meras palavras e se transformam em padrões inegociáveis que moldam a cultura e impulsionam o sucesso coletivo.

Your Brand's core values must be articulated until they are embedded in the organisation's DNA. This is best done at four levels. Level 1: Prepare a comprehensive yet easy-to-read and understand "Brand Manual" that lists/illustrates both what the Brand "stands for" and "doesn't stand for". Level 2: It's crucial to align all sales and marketing systems, processes and initiatives to the 'Brand Manual'. This ensures that every aspect of your business reflects the core values of your Brand. Level 3: Make the "Brand Manual" the touchstone/ fountainhead for all new products and product improvement initiatives. Level 4: Get top management to evangelise the Brand's Core Values in each and every interaction within the team and the external world.

To ensure every team member lives your brand's core values in their work, start by clearly communicating those values and integrating them into all aspects of the company culture. Lead by example, demonstrating the values in your actions and decisions. Provide regular training and workshops that connect these values to daily tasks and responsibilities, and recognize and reward behaviors that reflect the core values. Additionally, make sure that your hiring process emphasizes alignment with these values, and encourage open discussions about how they can be embodied in different roles. Consistent reinforcement helps embed the values into the team's mindset and work habits.

It is most important that you connect the dots for your employees. For instance, how does the job of a software engineer who never has direct contact with customers connect to delivering on the brand promise? Ultimately, the organization's goal is to create a "living brand" where decisions are made around the brand platform and core values. To do that, every employee needs to understand their role in the brand, and leaders must make and support decisions around the brand values. In addition, it is important to continually listen to your stakeholders to ensure your brand is aligned with an ever-changing world so that you can make the most informed decisions possible and have a process to engage your employees along the way.

Onboarding is like being introduced at a party; it’s your first chance to connect and understand the group’s vibe. Without that introduction, you might feel out of place. But with it, you quickly learn how to fit in and make the company’s brand values your own.

Trying to make some gamification technics to better onboard people including both personnel (inside the organization) and business partners (outside of the organizations)

Onboarding is the fertile ground for cultivating brand ambassadors. By strategically weaving core values into every touchpoint, from initial interactions to role-specific training, new hires develop a deep-rooted connection to the brand's ethos. This early immersion fosters a shared sense of purpose, aligns behaviors with organizational goals, and accelerates the transition into a fully engaged, value-driven team member. It's not just about imparting information; it's about inspiring ownership and embodying the brand from day one.

To ensure that every team member embodies our brand’s core values in their work, we integrate these values into every facet of our organisational culture. This begins with our hiring process—selecting candidates who naturally align with our values and demonstrate them during interviews. From day one, we clearly communicate these values, making them a central part of our onboarding and training programs.

Training on company and brand standards are the foundation of successful communication to draw in customers. Training sessions should be scheduled for each new hire before starting the job, or monthly if that is operationally more effective.

Defining a brand mantra in which your core values are reflected and then make the whole organization understand it is a corner stone to train the personnel

Continuous training is the lifeblood of a brand's identity. By investing in ongoing education, organizations ensure their team is not just cogs in a machine, but passionate ambassadors wholeheartedly embodying the brand's core values. This alignment isn't a one-time event; it's a dynamic process requiring consistent nurturing. Through training, employees gain a deep understanding of the brand's DNA, empowering them to make decisions that resonate with customers and strengthen the brand's reputation. It's not merely about compliance; it's about cultivating a shared purpose and driving a unified brand experience.

Sempre conectar os workshops e demais treinamentos com os valores de marca é fundamental para garantir que cada aprendizado faça sentido para a formação de acordo com os valores centrais da empresa.

Something that worked well for me was teaching the core management group that the standards we tell our customers, and our values are specifically designed to attract our best customers. Teams working hard on deliverables may have frequent turnover or loose focus on standards so planning for quarterly updates how the standards relate to performance and profits.

I provide ongoing training sessions to reinforce our values and offer practical applications, ensuring alignment across the team.

Leaders play a critical role in driving brand passion and communicating the values. I have been in company whereby the CEO & CMO lives, breathes, the brand , or even the entire C-suite does that - the power of that is tremendous.

Leaders uphold brand values and bring them to life in daily operations. Instead of focusing solely on big-picture decisions, leaders should integrate these values into everyday moments—how they give feedback, approach meetings, or even handle setbacks. For example, if collaboration is a core value, leaders should actively seek out team input and model cooperative behavior, even in small interactions. By consistently embodying the brand's values in the little things, leaders create a culture where those values aren't just ideals—they become the default way of working and interacting. This approach makes values tangible and relatable, fostering a workplace where everyone naturally aligns with what the brand stands for.

Our CEO once took the initiative to personally handle a customer complaint, demonstrating our value of customer-centricity. This act inspired the entire team to prioritize customer satisfaction, making it clear that leadership not only talks about values but also lives them.

Leaders must strive to create more leaders by showing people what to do and not just by telling people what to do. The leaders are a strong motivator or demotivator because people mirror and copy the leader in actions and activities

Leadership is crucial in modelling these values. When leaders consistently exhibit our core values in their decisions and behaviour, it sets a strong example for the entire team. We regularly reinforce the importance of these values through meetings, performance reviews, and company-wide communications. Recognising and rewarding behaviours that align with our values creates a positive feedback loop, encouraging others to follow suit.

We instituted regular "value check-in" meetings where team members could discuss how they were living the company’s values in their roles. During one of these sessions, a team member shared a challenge they faced in aligning their work with a particular value, sparking a productive team discussion that led to new strategies.

Embedding core values into daily operations is another effective strategy. This involves creating value-driven goals, aligning project priorities with these principles, and using them as a lens for decision-making. We encourage open discussions about how team members can live these values in their specific roles, fostering a shared sense of purpose.

Encourage a culture of open dialogue where team members feel comfortable discussing the brand's core values. Regular team meetings, suggestion boxes, and anonymous surveys can be used to gather feedback and address any misalignments. I foster open dialogue, encouraging team members to voice concerns or suggestions about living our values, promoting a culture of continuous improvement.

Open dialogue is the lifeblood of a brand's integrity. It's where core values are lived, not just listed. By fostering a culture of candid conversation, you create a space for authenticity, innovation, and trust. This exchange of ideas challenges the status quo, ensuring your brand stays relevant and aligned with its purpose. It's not just about talking; it's about listening, understanding, and acting on feedback. This dynamic interplay between brand and audience is the ultimate test of integrity, revealing whether your values are genuine or just glossy rhetoric.

We implemented a feedback system where employees could anonymously share how they see our values being lived or overlooked. This system once highlighted a gap in our commitment to transparency, leading us to adjust internal communication processes to better align with our values.

Feedback is a very important tool to generate leads on perceptions about the brand and about the organisation. Research can be conducted by one on one communication, surveys, and interviews which could be offline or online. This is a more robust trigger for making decisions because all issues can be addressed to enhance productivity.

A robust feedback mechanism is paramount for aligning workplace culture with brand values. By actively soliciting and analyzing employee input, organizations can identify gaps between espoused and lived values. Regular feedback channels, such as pulse surveys, one-on-one meetings, and suggestion boxes, foster open communication and empower employees to contribute to a values-driven culture. Additionally, leadership must demonstrate a genuine commitment to feedback by acting on insights and recognizing employees who embody the brand's core values. By making feedback an integral part of the organizational fabric, companies can build a strong, authentic brand identity from within.

Core values can easily get caught in the tell vs. the show when it comes to team member feedback. I believe that performance reviews and updated KPIs should work hand-in-hand. Reviewing what went well and where opportunities have presented themselves is much easier to act on if it can be applied to new and updated business plans. Then, team members are able to provide active feedback when it comes to potential roadblocks or issues that they can foresee. When the conversation runs down a two-way street, problems are solved instead of things potentially feeling more pointed and emotional.