Many times I've seen brand values splashed around offices I visit and wondered if they actually encourage or reinforce any behaviours in the workplace.

After our recent rebrand we've made sure that our values are going to be lived. They came from our brand discovery workshop with Fist of Fury. They came from 'within' the company.

We spent a day in the workshop stripping our business back to its bare bones. What do we do? What do we do really well? What do we do better than everyone else? How do we do this? How can we prove this? What principles sum up all of this? It's a process of looking inside and outside the business and then proving that we actually do what we say. Here's the culmination of it in our brand wheel.

And how do I know we'll 'live' these values in the future? Well, they've come from our team, from within our business. They're ingrained in our DNA. It's what they're doing at the moment and it's what they know will continue to make us a great company in the future.

Why wouldn't they?

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Ps I hope you find this article 'straight-talking'!