The value of values

Open Communications is a straight talking PR agency – we get the job done and most importantly we do it well. We don’t ‘do’ air kissing but we do meet with clients objectives and as a result we have long-term relationships with the brands we work with.

You may read that and think – so what? Why do I care that you are straight talking, or that you do what you say you will, but actually these are very important points for us. You see the paragraph above is an outline of our values.

Some people think that values are like a mission statement – it’s a paragraph that you make up, you put it in a business plan and then never set sight of it again, or at least not until you are asked for it and then you blow the dust off and push it across the desk.

We wanted to be different at Open Comms. We didn’t want wishy, washy statements that use long words that sound like they would be better placed in an academic text book. We wanted our values to mean something to us and therefore to our employees, colleagues, clients and suppliers.

Although I didn’t realise it at the time, values are a great reference point when you need to regroup.

We have been involved in some very exciting scenarios recently and some very nerve-wracking situations and although there can be the temptation to become something that you are not, we have always followed the same approach; what you see is what you get. If you want results then great, if you want air kissing and posh lunches, we aren’t the right agency for you. Bold perhaps and perhaps some may say a little too honest, but true.

It’s this knowledge of who we are and what we can deliver, which gives us the confidence to sit in front of brands and businesses of any size and confidently present our thoughts and ideas. Our values are the foundations which have allowed us to grow the agency and to build our client base, which is now a portfolio of brands that we are extremely proud to work with.

All businesses should consider their values. Ask yourself, what makes you different, what makes you tick and how could this translate into the products and service that you deliver for your customers? A brand with true values immediately has a stronger proposition than a competitor without – take The Body Shop as an example.

It is irrelevant whether you like their products or share their values, the message is simple; they are a brand that places environmental issues at the heart of everything they do. This translates across design, advertising, communication and even the way that the products are displayed in the shops.

Often the worry with brands is that they choose values and these change, but this is ok. A company’s values can change over time as the business evolves, all you need to make sure is that you are comfortable with this being the case and that you are making changes for the right reasons. Again, take the example of Innocent Drinks – who are now in the most part owned by Coca Cola. Does this fit well with the brands values? Six months ago, perhaps not but since Coke has changed its approach and moved towards more ‘healthy’ options the decision starts to make sense. The decision as I see it wasn’t for Innocent to change their values in order to become part of the huge corporate machine that is Coke but more for Coke to learn how to change the positioning of its values and use the experience of Innocent to make this transition in the mind of the consumers – and it’s working.

If you are confident about communicating new values – or an evolution of your current values – to your stakeholders, employees and customers then you can’t go far wrong. The most important point is that you believe – truly believe – in your values and that they are shared by those who matter most to you. Trying to be something you are not is like wearing the wrong sized clothes – we may all try it from time to time but it will never work!

As far as I’m concerned if you have no values, you have no personality and as per my recent blog  this is one of the most significant and ‘valuable’ assets a business has. So if you can’t see the value in your values perhaps you need to look from the outside in – what is the perception that you are giving your customers and are you confident that this is a true representation of your brand and business.