Values and behaviour

When a brand is launched or relaunched, more effort tends to go into developing marketing messages to customers than to communicating the promise of the brand inside an organisation. 

To bring a brand to life and ensure that it's aligned and consistent with the way customers see it, staff should be fully aware of the brand positioning and values.

Rufus Leonard believes that brand values should be firmly rooted in the spirit of what the organisation actually is, as well as what it aspires to be. This means engaging with staff and undertaking real life actions that bring the brand values to life, rather than invoking the corporate mantra. Tired values, such as ‘innovative’ or ‘dynamic’, have lost their power to inspire employees. Values mean something when they connect to the people who are asked to embody them.