Redefining a company’s values seems like it could be a monumental undertaking and a huge organizational change. It can be, but that doesn’t necessarily mean it’s a bad thing. Taking the time to truly define a company’s values and what each one means to employees is a real exercise in focusing on what’s important to that organization.
By first focusing on specifics, you can easily move on to create brand messaging that your entire organization can buy into and want to stand behind. After all, today’s modern brands are more than quality guarantees or symbols of achievement. They shape the customer’s identity and build communities around a shared passion. They are what separate a company from its competition.
Rather than looking outwards for answers, we started by turning inward to the company’s corporate values. Core values must be the backbone to a company’s culture, not simply a page at the back of an employee policy manual. In order to be truly embraced, they need to fully reflect a company’s purpose and resonate with every employee. Red River Mutual acknowledged that their current values felt generic and unactionable.