You buy values with action, not words. You don’t own values just because you put them on your wall or think they’re a nice idea. You own them when they work. So let’s learn how to put your values to work every day and build your brand.

Your brand’s values work in your company before you talk about them. If they don’t, they’re not your values, and this is not your brand. It’s a slap-on decoration.

So we’ve talked about values and how they form the core of what you do.

We’ve talked about why it’s necessary that those values turn into actions that benefit your values.

We’ve also talked about the importance of talking about what you believe in order to share the “why” that drives your brand forward. And so that people can spread the philosophy.

Now let’s talk about how to document these things and how to set up a regular session that allows people to understand what’s going on, synthesize them, and then live them out in their jobs.

How do you help your values grow deep roots in your company? You adopt a process that invites everyone to think about the values and then turn them into actions that change the process.

So you do the following:

But you might want a more-specific process. I can help.

First, we work from the top down. Leadership, then front-line employees.

Note: the next month, add a task at the beginning to go over the assigned tasks and make sure they got done.

Rules for the meeting:

Say what you believe and then go do it.

If you’re willing to put yourself on trial before your values, you’re doing what very few companies do and putting yourself on the next level. But don’t do it because it makes you “better.” Do it because it makes the work you do matter in the lives of people.

Most people aren’t willing to do the small things. They want to do the big, exciting things. But if you follow this process, or build your own, your brand can start delivering dividends before you even make a great logo. This is the essence of your brand in its raw form. This is where grand ideas meet operations and employee’s everyday lives. This is where it becomes real. And if it can’t become real here, then you have to question whether you really own those values.

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