"Differentiation is the key driver of brand power. Your company’s core values must embody what makes your company uniquely “you”—what makes you stand out from others.
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To start to identify what your core values really should be, start by thinking about your business category. Core values should differ from category values, which all companies in any given category must adopt.
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Second, for your company’s values to be unique, the words or manner in which you choose to describe them should be distinctive. Instead of defaulting to overused terms, express your core values differently from other companies that might hold somewhat similar beliefs. Use a style or voice that uniquely represents your organization. Doing so provides more than a veneer of differentiation; it makes your values more distinct because they embody the spirit and personality of your organization.
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There isn’t one right set of values for every organization. Your core values should describe the collective attitudes and beliefs that you desire all employees to hold, translate those into specific actions and decisions that they should make, and then in turn show how those behaviors produce customer experiences that define and differentiate your brand. Your core values need to be unique."
Trechos retirados de "Ban These 5 Words From Your Corporate Values Statement"
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