{"id":2749,"date":"2018-05-21T12:00:00","date_gmt":"2018-05-21T12:00:00","guid":{"rendered":"https:\/\/blueskyvideomarketing.com\/?p=2749"},"modified":"2023-11-08T14:11:18","modified_gmt":"2023-11-08T14:11:18","slug":"36-your-brand-values-an-employees-charter","status":"publish","type":"post","link":"https:\/\/blueskyvideomarketing.com\/blog\/36-your-brand-values-an-employees-charter\/","title":{"rendered":"Your Brand Values: An Employees Charter"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2749\" class=\"elementor elementor-2749\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6ae97b3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6ae97b3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-531e037b\" data-id=\"531e037b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7d78227a elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"7d78227a\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Your Brand Values: An Employees Charter<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23a57bd9 elementor-widget elementor-widget-post-info\" data-id=\"23a57bd9\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-6493431 elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/author\/blueskyvideo\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-user-circle\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tPeter Craven\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-68f982b elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/2018\/05\/21\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\tMay 21, 2018\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-72c708f elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-clock\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-time\">\n\t\t\t\t\t\t\t\t\t\t12:00 pm\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-ad48356 elementor-inline-item\" itemprop=\"commentCount\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/36-your-brand-values-an-employees-charter\/#respond\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-comment-dots\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-comments\">\n\t\t\t\t\t\t\t\t\t\tNo Comments\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-05a2575 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"05a2575\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7c3bf40\" data-id=\"7c3bf40\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-60e6ca3 elementor-widget elementor-widget-image\" data-id=\"60e6ca3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"480\" src=\"https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-12.00.33.png\" class=\"attachment-large size-large wp-image-2750\" alt=\"\" srcset=\"https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-12.00.33.png 734w, https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-12.00.33-300x225.png 300w, https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-12.00.33-600x450.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2af5de73 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2af5de73\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6f73fca1\" data-id=\"6f73fca1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a6b1b9e elementor-widget elementor-widget-text-editor\" data-id=\"a6b1b9e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p class=\"blog__summary\" style=\"margin-top: 20px; margin-bottom: 20px; font-size: 24px; font-family: proxima-nova, -apple-system, system-ui, 'system-ui', 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif;\">Your brand is not represented by your logo, your vans, your point of sale material, your exhibition stand.<br \/><br \/>Your brand is represented by the user experience at every touch point.<br \/><br \/>Your brand is represented by what others say about you when you\u2019re not in the room.<\/p><div class=\"wysiwyg\" style=\"font-family: proxima-nova, -apple-system, system-ui, 'system-ui', 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-size: 19px;\"><p style=\"margin-bottom: 22px;\">For far too many, as soon as a branding or repositioning project is mentioned the ball is swiftly passed to the marketing team and the first question that\u2019s asked is:<\/p><p style=\"margin-bottom: 22px;\">\u201cSo when are we going to see the new logo?\u201d<\/p><p style=\"margin-bottom: 22px;\">It was Aristotle who said\u00a0<\/p><h2 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 28px;\">\u201cWe are what we repeatedly do. Excellence is not an act &#8211; but a habit.\u201d<\/h2><p style=\"margin-bottom: 22px;\">Centuries on, this is a useful reference for anyone trying to figure out how to build a movement that your employees, your customers and your suppliers will get behind.<\/p><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">Designing a new logo is an ACT<\/h3><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">Creating the new graphics is an ACT<\/h3><h3 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 22px;\">The marketing team writing something about your mission, vision and values and putting it on your website is an ACT<\/h3><h2 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 28px;\">This is such a superficial exercise that it will quickly be seen as such and will fail.<\/h2><p style=\"margin-bottom: 22px;\">It will fail because the tiniest scratch on the surface will reveal it as nothing more than a colouring in exercise with no depth, no substance and no relevance for your customers.<\/p><p style=\"margin-bottom: 22px;\">In order to make projects like this work we need to go beyond the ACT and focus instead on our HABITS.<\/p><p style=\"margin-bottom: 22px;\">Your brand is not represented by your logo, your vans, your point of sale material, your exhibition stand.<\/p><p style=\"margin-bottom: 22px;\">Your brand is represented by the user experience at every touch point.<\/p><p style=\"margin-bottom: 22px;\">Your brand is represented by what others say about you when you\u2019re not in the room.<\/p><p style=\"margin-bottom: 22px;\">Your brand is represented by the promises you make &#8211; and keep &#8211; for your customers.<\/p><p style=\"margin-bottom: 22px;\">But even after we\u2019ve narrowed the focus here there\u2019s another important distinction to make.<\/p><p style=\"margin-bottom: 22px;\">By far the most important interactions we have with our customers, employees and suppliers are the human to human interactions.<\/p><p style=\"margin-bottom: 22px;\">So park the website UX, the answer phone message on your office phones, the email auto-responders and all the other technology to human interactions that all to often dominate these brand projects &#8211; because there\u2019s a bigger issue to address first.<\/p><h2 style=\"font-family: proxima-nova, -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-weight: bold; color: #197dc4; margin: 30px 0px 15px; font-size: 28px;\">How do we ensure consistency across all of the human to human interactions we have with each other, with our customers and with our suppliers?<\/h2><p style=\"margin-bottom: 22px;\">The answer is to clearly define your brand values.<\/p><p style=\"margin-bottom: 22px;\"><span style=\"font-weight: bold;\">1 &#8211; Your mission<\/span>\u00a0&#8211; What is your purpose?\u00a0<\/p><p style=\"margin-bottom: 22px;\"><span style=\"font-weight: bold;\">2 &#8211; Your vision<\/span>\u00a0&#8211; What do you aspire to be?<\/p><p style=\"margin-bottom: 22px;\"><span style=\"font-weight: bold;\">3 &#8211; Your people<\/span>\u00a0&#8211; What kind of people will help you to get there?<\/p><p style=\"margin-bottom: 22px;\"><span style=\"font-weight: bold;\">4 &#8211; Your values<\/span>\u00a0&#8211; How will they speak, act, live out your brand promise through their everyday actions?<\/p><p style=\"margin-bottom: 22px;\">For me, the 4th one has the biggest impact on whether you get the most from your brand project.<\/p><p style=\"margin-bottom: 22px;\">It\u2019s here that people find out whether there\u2019s any depth to the positioning statements that you\u2019ve made in the first 3.<\/p><p style=\"margin-bottom: 22px;\">If your purpose is to reduce waste are you following this through to the stationery you order and making sure that it\u2019s recycled paper?<\/p><p style=\"margin-bottom: 22px;\">If you pride yourself on your professionalism are all your communications reflective of this? (And Yes &#8211; that does include spelling things properly)<\/p><p style=\"margin-bottom: 22px;\">If you speak about innovation have you created an atmosphere that encourages new ideas and gives a voice to everyone in the company?<\/p><p style=\"margin-bottom: 22px;\">If you demand the respect of your customers do you afford the same respect internally to all individuals and business functions?<\/p><p style=\"margin-bottom: 22px;\">By clearly defining your brand values &#8211; who you are, how you behave &#8211; you\u2019re not only ensuring that your customers see some depth and purpose when they look closely at your company.<\/p><p style=\"margin-bottom: 22px;\">You\u2019re also creating the framework for how you can recruit new people to your team. If these values and behaviours are clearly defined before you start recruiting then you can ensure that you can build a team of people who are all signed up to the same thing from the outset.<\/p><p style=\"margin-bottom: 22px;\">I believe this is as important as any contract of employment for a new employee &#8211; this is the employee\u2019s charter and the framework against which performance and ethics will be judged.<\/p><p style=\"margin-bottom: 22px;\">It\u2019s also crucial that in writing down these values you use real language that real people can relate to &#8211; and not the business bullshit that tends to\u00a0dominate these value statements.<\/p><p style=\"margin-bottom: 22px;\">And what\u2019s the best way to bring your brand values to life? Why video of course.\u00a0<\/p><p style=\"margin-bottom: 22px;\">There\u2019s no better way to show your customers, partners, current and future employees that your values go beyond statements written on your website to tick a box.<\/p><p style=\"margin-bottom: 22px;\">They\u2019re how you act. How you behave. What you exist for.<\/p><p style=\"margin-bottom: 22px;\">And there\u2019s depth &amp; meaning in them.<\/p><p style=\"margin-bottom: 22px;\">This goes beyond the superficial exercise and ensures you get value from a process that demands time and commitment from people beyond the marketing team.<\/p><\/div><div class=\"wysiwyg\">\u00a0<\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7bc9b8ce elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7bc9b8ce\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5160b5e3\" data-id=\"5160b5e3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1816ea0 elementor-widget elementor-widget-button\" data-id=\"1816ea0\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/blog\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon elementor-align-icon-left\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-chevron-left\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Back to Blog<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Your brand is not represented by your logo, your vans, your point of sale material, your exhibition stand. Your brand is represented by the user experience at every touch point. Your brand is represented by what others say about you when you\u2019re not in the room. For far too many, as soon as a branding [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2750,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Your Brand Values: An Employees Charter | blueskyvideomarketing.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blueskyvideomarketing.com\/blog\/36-your-brand-values-an-employees-charter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Your Brand Values: An Employees Charter | blueskyvideomarketing.com\" \/>\n<meta property=\"og:description\" content=\"Your brand is not represented by your logo, your vans, your point of sale material, your exhibition stand. 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