Corporate values are the fundamental principles that guide an organization’s decisions and actions. These values form the bedrock of a company’s identity and articulate what it stands for. An organization’s culture reveals how these values manifest themselves in everyday workplace reality—the behaviors and attitudes that shape employee experiences. Culture is values in action. Brand promises are the commitments companies make to their customers, describing the type of journey customers can expect to have with them. These promises should naturally flow from the values and be consistently delivered through the culture.
Align Corporate Culture with Brand Promise: Practical Tips for Ensuring Internal Values Support External Messaging
