The values of a company: the example of Decathlon
5 Don’t confuse values with mission or vision
6 So what are your brand’s core values?
Do you have a business project? One of the first things you should do is think about your branding and it starts with defining your values.
You have already started your business and have not thought uk whatsapp about it? It is not too late. You will understand why it is essential to define the values of your company and especially how to do it.
Why define a company's values?
Without values, it is impossible to implement your communication strategy and I will go even further: values are a competitive advantage and allow you to stand out from the competition.
Oh, that's not me saying it! It's Simon Sinek, a more than recognized author in the world of management and motivation. With his Golden Circle, he explains that you must at all costs start with the why if you want to differentiate yourself and make an impression on your targets.
He gives the example of Apple, I'll let you watch the video, you will understand why it is essential to define the core values of the company you are creating before anything else.
It is your values that will allow you to create a strong corporate culture internally and convey an unforgettable brand image externally.
What is a company value?
When I ask my clients "what are your values?" , I often get answers like: authenticity, curiosity, honesty, boldness, high standards, ecology, integrity, transparency, luxury, adventure...
They give me words that correspond to the vision they have of values . The fault may be with the values of the French Republic "liberty, equality, fraternity" or with the psychologist Schwartz who defined beliefs guiding our life choices and therefore by extension our values.
We find in the psychologist propositions such as benevolence, tradition or even power.
While these words can serve as a basis for defining values , they are in no way the ultimate goal of a company's values.
Values should reflect the company's core beliefs and principles . They serve to guide the attitudes and behaviors of everyone within the brand. So, it's not just a word thrown out there without thinking deeply about it.
Read also: How to define your editorial line?
Defining a company's values in three steps
Ask yourself:
As a person, what are your principles and beliefs? Your personal values, those that guide your life choices in short.
As a business leader, what are your priorities?
What image do you want to convey to each employee and the general public?
“If people believe they share values with a company, they will stay loyal to the brand.” Howard Schultz, CEO of Starbucks.
Read also: My editorial calendar model!
The values of a company: the example of Decathlon
To make it clearer, let's take the example of Decathlon .
For Decathlon, sport must be accessible to all (personal belief) .
The brand advocates sport-pleasure and not competition or over-training (priority) .
It is aimed at enthusiasts who want to practice a sport without breaking the bank (image) .
Starting from these three steps, we can find one of the brand values.
Decathlon's greatest value is undoubtedly the desire to give everyone the opportunity to flourish through sport . The brand wants to make people happy through the practice of a sport , no matter which one and no matter their level.
The real values are not clearly expressed out of the blue on your site. However, how many websites have a "our values" tab... As my former trainer David Gos says so well: "a value is always expressed but never said" .
These are mantras used internally that guide all of your brand's actions, show employees the way forward and make them want to belong to a company, yours.
The whole difficulty lies in spreading the values, embodying the values, bringing them to life and sharing these strong human values without ever saying them point blank.
The values are evident in all of the brand’s communications, but also through the products and price range offered.
Do you understand why it is absolutely necessary to start with their definition?
To be fully understood by your entire team, your values must:
Be stated clearly and simply,
To be understood by all employees,
Leave no room for interpretation.
Read also: How to find blog post ideas?
Don't confuse values with mission or vision
A company's values are not its mission or vision.
