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Core Values: Your Culture Is Your Brand

Dig deep into your brand to build strong core values to empower your employees and build trust with clients.

Dig deep into your brand to build strong core values to empower your employees and build trust with clients.

Core values are the backbone of your organization. They help to guide your staff to make confident company-wide decisions. Core values matter because they influence how you do everything, and in the end, how consumers view your brand.

Navigating through the process of finding your core values will take effort - you will have to trust the process.

How Do You Build Core Values?

Don’t stress - there is no right or wrong way to create core values. The process can (and should) be revisited in the future because we all know growth and change happen in organizations.

Start by writing down power words that strike inspiration in you, and build out meaning that is relevant to your company. When you pick 3 to 5 words that resonate with you, you will begin to identify a pattern, a theme, which is vital to self-identifying your brand. There are actually numerous ways to approach defining your core values; check out How to Live Your Core Values,Discovering Your Core Values, andStrengthen Your Team with a Meaningful Core Value Exercise.

A Few Shiny Examples

Now let’s take a look at some influential, well-known brands - globally and locally.


Founded in 1938,  by entrepreneur Lee Byung-Chull, it was created to be a grocery trading store. The intent was to help the local economy prosper after the Korean War. Soon after the war, Lee moved on to the textile trade to help the industrialization of South Korea. Finally, in 1970, Samsung began to export home electronic products overseas and became the tech conglomerate we know today! 

They were founded with the core values of:

  • People
  • Excellence
  • Change
  • Integrity
  • Co-prosperity

When looking at these powerful words you can see how Lee Byung-Chull went from a trading store to a highly sought-after global product!


Founded near the historic Pike Place Market in Seattle by Jerry Baldwin, Gordon Bowker, and Zev Siegl in 1971, this coffee chain started a revolution! These free-thinking entrepreneurs built their business model on selling high-quality coffee beans and equipment. By the 1980s, the small chain had grown. The company noticed that customers felt intimidated due to the lack of knowledge regarding fine coffees. That is when the development of customer-friendly sales skills began! Soon after, they created the cafe atmosphere that you have studied in or caught up with a friend over a macchiato. Starbucks wanted to create an environment suitable for all walks of life.

Their core values then became:

  • Creating a culture of warmth and belonging, where everyone is welcome.
  • Acting with courage, challenging the status quo, and finding new ways to grow our company and each other.
  • Being present, connecting with transparency, dignity, and respect.
  • Delivering our very best in all we do, holding ourselves accountable for results.

While you reflect on their foundation, you can see how the company was true to their values to build an iconic cafe chain. 

Mission Hill Family Estate

This local winery was founded by Anthony von Mandl, born in Vancouver to European parents. Anthony returned to his origin country at a young age. After graduating from university with a degree in Economics, he soon realized that his passion was in food and wine. Deciding to stay loyal to his place of birth, Anthony moved back to British Columbia and settled in the Okanagan to grow this infamous winery.

“He was absolutely convinced that given time and patience, his beloved valley could produce sophisticated wines for an international audience.”

Anthony helped to pioneer the fine wines we indulge in today. His commitment to excellence, patience and unwavering dedication to our community has expedited his winery to international acclaim. 

The families core values encompass Anthony’s unprecedented devotion and what they value in their staff:

  • Sense of Urgency
  • Authenticity 
  • Simplicity
  • Humility
  • Trust

Sharing Your Core Values

Once you have discovered your core values, make them visible throughout your office space. This list will be a constant reminder of what you stand for as a company. 

Create a Creative Space

Bring your core values to life on a feature wall in your boardroom. Utilize your brand font and colours to strike inspiration!

Recognize Individuals that Embody your Core Values

Print out a certificate to present to your staff. Get creative, people love small recognitions to help motivate them to improve!


Rally Your Employees

Host an inspirational and enlightening event for your employees to not only learn about your Core Values but also understand how what they do is connected.

Dig deep within your brand to find your core values. Empowering your staff to live by these values every day will help to bring innovative ideas to grow your business from the inside and bring it outward. When you are confident in your brand it will transcend to your staff to bring their A-game, every day.

Twin Creek Media works with clients using our 3 core values: Capitalism, Philanthropy, and Integrity. These three values compete against each other, propelling us forward in an honest way.  Read more about that in our last article.  Contact us to see how our virtual marketing department can help you!