It's a new year, and the festive jollification of December is now a distant memory — though, for some, like Nobuntu 'Nobs' Mkhize, the memories are less celebratory. The FlySafair incident, involving an SABC employee — no less the Brand Manager — should serve as a wake-up call for businesses everywhere.

A well-defined and articulated set of values is the cornerstone of your business. It is essential to build and strengthen your reputation based on values that resonate throughout the entire organisation.

Your organisation's values attract stakeholders — be it employees, customers, or partners — who share similar principles. Research has shown that the modern consumer focuses on experiences and brands that make a difference and have an impact on society, above and beyond mere products and services. People want to associate with businesses they resonate with and whose values reflect their own. Without this alignment, relationships are likely to be strained, and reputation, which is built on the strength of relationships, will suffer. Investing in a brand means investing in something you respect and that respects you in return.

Values must be more than just words on a beautifully designed poster. They need to be integral in your organisation and demonstrated daily by everyone in the business, from the newest intern to the founder. Reputation management is not just the responsibility of the communication and marketing team; in essence, it is not something to be "managed", but rather a way of living, doing business and conducting yourself. There's no such thing as acting in your personal capacity — you represent the brand even when you're not at work. Essentially all individuals are also brands and an extension of the organisation that they work for.

From our experience conducting internal climate surveys, we've observed that generally, new employees are often more aware of a company's policies, procedures and values because these are fresh in their minds after induction. However, over time, this awareness tends to dwindle. Longer-tenured employees may lose sight of the organisation's values or even forget them altogether if not reiterated often.

This is why values should not be limited to induction sessions or occasional strategy meetings. Values should be part of the organisation's DNA and behaviour, guiding everyday conversations and acting as the driving force behind every decision and business transaction.

At Reputation Matters, our values are growth, respect, ethics, authenticity, trust, excellence and relationships (G.R.E.A.T.E.R). We strive to be 'G.R.E.A.T.E.R' every day in every way, with these values forming the foundation of everything we do. Our goal is to foster reputations that truly matter, contributing to our clients' success while creating a better society. As part of this commitment, we discuss our values weekly during team meetings. These discussions provide an opportunity to reflect on situations that aligned — or didn't align — with our values. This practice keeps our values at the forefront, ensuring they guide our decisions and help us attract the right team members, clients and partners. It serves as a consistent reminder to hold ourselves accountable for our behaviour and to embody the principles we stand for, both personally and professionally.

I've even walked away from significant financial opportunities because pursuing them would have compromised not only my own values but also those of everyone associated with Reputation Matters.

So, the key takeaway is this: don't let your values fade into the background after induction or strategy sessions. Values should never be treated as a mere tick-box exercise in a policy document; they must be a non-negotiable way of living and conducting business. Incorporate them into regular conversations with your teams, as a solid reputation is built on consistency. Here are some top tips, not just on having values, but ensuring they align seamlessly with the organisation.  

Why Value Alignment Matters:

  • For Individuals: Understanding your values empowers you to make more informed decisions about where you work and the people you choose to associate with. Your values also serve as the driving force behind the quality of your work and the level of excellence you bring to your daily activities.
  • For Businesses: Clear and authentic values attract and retain employees, customers, and partners who share those principles. This alignment reduces friction, fosters long-lasting relationships and ultimately supports your bottom line.
  • For Teams: Regularly discussing values keeps them at the forefront, ensuring alignment and consistent behaviour. This practice enables the team to "speak with one voice" and fosters unity, not only within the team but across the brand as a whole.

Values are not just words; they are commitments that guide behaviour. When individuals and organisations prioritise alignment, it fosters accountability, mutual respect and ultimately, reputation resilience.

For more information, visit www.reputationmatters.co.za.  

*Image courtesy of contributor