Why you shouldn’t have generic values
Honesty. Integrity. Transparency. Respect.
Time and time again businesses use generic values. Really, you shouldn’t need to be reminded of these values at all. You should just be honest. Just have integrity. These are the kinds of values that should go without saying.
But there’s more to it than that. Having generic values can cause some real confusion, even damage, to your brand.
They don’t really mean anything
As I said before, your business should be naturally built around values like honesty and integrity anyway. It shouldn’t have to be something you need to define. So, beyond the obvious, what do generic values actually mean to you and your brand? Chances are, not a lot.
Good values need to be specific to you and your business. What do you do to provide the best service to your customers, to have the best attitude and the right motivation? Yes, you need to be honest. Yes, you need to be transparent. But what else? What behaviours do you specifically need to be held accountable for? What does your business need to be built around?
Values need to have specific meaning. That’s why generic ones just won’t cut it.
You won’t stand out
There are so many businesses out there with generic values. And it shows. Well, to be more accurate, it doesn’t show. They get lost in the crowd.
You may be unique, but if you have the same values as everyone else, who’s going to know that? Generic values tell your audience nothing about who you are or what you stand for. There are a lot of businesses out there that offer the same services as you. So what will make your target audience choose you over them? What is it about you that makes you stand out?
Having meaningful values will solidify your brand and inform your audience about who you are. That’s how you’ll find clients that you’ll really enjoy working with.
They sound inauthentic
Having values everyone has heard before could give off the impression that you haven’t really put any real thought into them. ‘Integrity and honesty sound good, another box ticked.’
Your audience may wonder why you feel the need to specify values that should just be a given. It might make them question whether you actually practise your business in that way. Which is the exact opposite of the message you’re trying to get across.
They’re all talk, no do.
Good values will give you a sense of direction. Actionable words or phrases that you can use to hold you and other members of your team accountable. They need to drive behaviour.
It’s all well and good saying that generic values aren’t going to work, but how do you find out what’s a true reflection of you? Working with a brand specialist can make sure you're headed in the right direction, away from those pesky generic values.
Ready to really get to know your brand? Book in a chat with me about your brand.