As humans, why do we need values?
My friend Adrienne Kmetz mentioned this question to me a few weeks ago and I haven’t been able to shake it!
Values are our way of associating ourselves with broader adjectives and actions that help someone understand who we are or brands we’re associated with.
Picture it as a roadmap to authenticity – a route that leads to a more fulfilling and purpose-driven existence. Values connect us to our deepest sense of self, but also can connect us with kindred spirits.
But no one goes around asking “what do you value?” to try to match up with someone. And very rarely can someone distill their entire values into just one word.
So how can we build brand values that actually mean something?
So many times we broaden our values to fit in with everyone rather than letting our ethos ring true – that’s how we end up with values that don’t mean anything at all.
At their best, values are our way of describing our convictions – they should cost us something. If I’m optimistic, then I have to believe the best about people even if someone is the worst. The cost is in alignment with who I am.
Brands tend to use multiple words to try to paint a picture of what we can’t see or hear and point people to the evidence of those values in our lives.
And here’s a hard truth. If you have over 5 core values listed on your website no one is remembering them, much less practicing them consistently.
It also tells me that there isn’t a clear focus, and there are probably a few values that can be merged or consolidated.
The most helpful values you can embrace for your organization are actionable and paint a picture of the type of person you want on your team.
Here’s a helpful exercise to make your core values more specific:
- Write down your core values.
- Group words or ideas that are similar to each other.
- From each value, list out similar words that help describe the value until you can’t think of any more synonyms.
Pro tip: Try not to use a thesaurus! Your brain will think of smaller words in plain language better than snazzy terms that are too abstract.
Here are some examples:
- Human → Authentic → Approachable → Welcoming
- Trustworthy → Dependable → Steady → Consistent
- Professional → Expert → Experienced → Capable
These final words feel much more specific than the first ones, don’t they? They paint a clearer picture of the action behind the value rather than a general value that doesn’t mean much of anything.
Values are a way of finding our place in the world. But for your brand, values also set the tone for your culture. They provide a north star for your team to make aligned decisions and also inform how your brand should look and act in the world. Getting crystal clear on your values aligns all the other parts of your brand.
Related Resources
For more insights on nonprofit branding and values, explore these articles:
Needs, Not Wants: 9 Must-Haves for Nonprofit Branding
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Authenticity— it can’t be bought, it’s difficult to define, and it can be hard to measure. And yet it is…Read More
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