Living the Brand: Why Unique Values Shape Teams & Success

In an era where brands compete for both market share and talent, having a set of unique and thoughtfully crafted values isn’t just a feel-good initiative. It’s a game-changing strategy. For businesses aiming to differentiate themselves, recruit aligned team members, and retain top talent, core values are the foundation for success. These values don’t just guide—they define who you hire, fire, and evaluate, creating a team that doesn’t just work for the brand but lives it. Let’s dive into how values create differentiation and foster a thriving, aligned culture.

The Power of Unique Values

Core values are more than words on a poster or a slide in a training deck. They embody your company’s identity, reflecting what it stands for, aspires to achieve, and expects from its people. At UNANIMOUS, our values—Expertise, Positivity, Tenacity, and Unity—define every decision and interaction. Here’s how unique values foster meaningful differentiation:

• Internal Alignment: Employees rally around shared principles, creating a cohesive, purpose-driven culture.
• External Differentiation: Your values set your brand apart by showcasing what you believe and stand for, helping clients and partners connect with your mission.
• Tangible Standards: Clear, actionable values provide measurable benchmarks for hiring, evaluating, and retaining employees.

Hiring for Culture, Not Just Skills

The hiring process is an opportunity to bring your values to life. Think of it as curating a team of individuals who naturally align with your company’s ethos. By prioritizing candidates who embody your values, you create a culture where every team member contributes to living the brand. Here’s how:

• Value-Based Interviewing: Include questions that explore a candidate’s alignment with your core values. For instance, ask about a time they displayed examples of your values.
• Cultural Fit > Technical Fit: Skills can be trained, but aligning with your company’s principles is non-negotiable.

At UNANIMOUS, our commitment to unity means we “check our egos at the door” and prioritize collaboration. It’s not just about what you bring to the table but how you work with the people sitting beside you.

Retaining Aligned Talent

Retaining great talent isn’t just about competitive salaries or benefits. Employees stay with companies where their values resonate with the organization’s mission. When team members see your values in action—whether through recognition, policies, or leadership decisions—it reinforces their commitment.

• Recognition Aligned with Values: Celebrate employees who exemplify your core principles. At UNANIMOUS, when someone demonstrates expertise or overcomes obstacles with tenacity, it’s a moment to spotlight.
• Culture of Accountability: Values should be the metric for evaluating performance and behavior. This ensures everyone remains accountable, from the intern to the CEO.

Using Values to Evaluate and Fire

Tough decisions are easier when values guide them. Employees who don’t align with your values may impact team morale and brand integrity. Using values as the litmus test ensures your team remains cohesive and strong.

• Evaluate Objectively: Regular performance reviews should assess not only output but alignment with company values. For instance, does an employee demonstrate positivity even in challenging situations?
• Make the Hard Calls: When someone consistently acts against your values, it’s time to part ways. It’s better to preserve a healthy culture than to compromise for short-term convenience.

Living the Brand

When employees live your brand, it creates an authentic, magnetic culture that resonates both internally and externally. Clients and partners recognize the consistency in how your team behaves and communicates. This creates trust and sets you apart in the marketplace.

At UNANIMOUS, our values drive us to “go farther together,” fostering creativity, collaboration, and results. They’re not just ideals; they’re the essence of how we build brands and relationships. By embedding values into every facet of your organization—from hiring to daily interactions—you empower your team to not just represent the brand but to truly live it.

Thoughtful brand values really do make a difference.

Unique and thoughtful values aren’t optional—they’re essential. They create differentiation in the marketplace, guide who joins and stays on your team, and serve as a compass for daily operations. When your team lives the brand, they embody its promise, creating a ripple effect of trust, engagement, and success. So, if you’re looking to stand out and build a culture that thrives, start by defining and living your core values.

Because at the end of the day, living your values isn’t just about building a brand. It’s about building a legacy.