Values, when translated into workplace behaviours, can help to create an organisational culture that presents a sound basis for branding. And branding should reflect the corporate culture, which in turn should positively impact both internal and external stakeholders and connect with them at both a functional and emotional level. On a personal level, we should all be living lives that are aligned with our individual value systems. If we are in conflict with our inner values, it can cause dissonance within us, a sense of unease, which in the long term will lead to dissatisfaction, relationship issues and a host of other issues. It’s the last Monday of the month and as usual, Human Equation founder Sheila Singam sheds some insight on values as a driver for branding, both personal and corporate, through some case studies.

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