Defining your company’s values is one of the most crucial steps in shaping a strong, purpose-driven business. Your values reflect the core principles that guide your company’s decisions, actions, and culture. When crafted effectively, they resonate with your team, customers, and potential partners, helping to build trust and loyalty. We outline how to define your company profile values, and outline 10 great examples from Australian businesses.
Why Your Company Values Matter
Your company values are the foundation of your culture, brand, and long-term success. When you clearly define and communicate your values, you:
- Build trust with customers and employees.
- Create a unified company culture, ensuring everyone is aligned and working towards the same goals.
- Attract the right talent who share your values and vision.
- Stand out in a competitive market by showing your company’s unique purpose and principles.
How to Define Your Company Values
Defining your company values might seem challenging, but with the right approach, it becomes an insightful and rewarding process. Here’s how to get started:
- Reflect on Your Mission and Vision
Your values should align with your company’s mission and vision. Consider what drives your business—what’s the bigger picture behind your product or service? Your values should resonate with your overarching goals and the impact you want to create. - Identify Core Principles
Think about the principles that matter most to you and your team. These could be ideas like integrity, sustainability, innovation, customer-centricity, or collaboration. Consider the values that will guide your company in the long term, not just short-term goals. - Look Inward
Ask yourself and your team about the behaviors, attitudes, and beliefs that you want to encourage. What kind of workplace do you want to create? What kind of impact do you want to have on your customers and community? - Keep It Authentic
Authenticity is key when defining your values. Your company’s values should reflect what you genuinely stand for, not what you think people want to hear. If your values don’t align with your actions, it could lead to confusion and distrust. - Make It Simple and Clear
Keep your values simple, clear, and easy to remember. Try to narrow it down to 3-5 key values that truly represent your company’s essence. - Communicate and Live Your Values
Once you’ve defined your values, make sure they’re consistently communicated both internally and externally. Show your values in action by integrating them into your daily operations, decision-making, and customer interactions.
10 Great Examples of Australian Businesses Defining Their Values
Here are 10 Australian companies that have successfully defined their business values and incorporated them into their company profiles.
- Atlassian
Values: Open company, no bullshit, and being humble.
Atlassian values honesty, transparency, and collaboration. Their values reflect a commitment to building a workplace where everyone is empowered to contribute ideas freely.
- Qantas
Values: Safety, Excellence, and Hospitality.
Qantas, Australia’s flagship airline, emphasizes safety and excellence in every aspect of its business. They’re also known for their Australian hospitality, creating a positive experience for both passengers and employees.
- Canva
Values: Creativity, Inclusion, and Empowerment.
Canva’s values are rooted in their mission to empower people to design. Their commitment to inclusivity ensures that everyone, no matter their background or experience, can create.
- Patagonia
Values: Environmental Sustainability, Quality, and Innovation.
Patagonia is an American brand with strong ties to Australia. Their values focus on sustainability and producing high-quality, long-lasting products that minimise environmental impact.
- Bendigo and Adelaide Bank
Values: Integrity, Community, and Customer Care.
Bendigo and Adelaide Bank’s core values revolve around building strong communities and offering ethical, customer-first banking solutions.
- Koala
Values: Sustainability, Comfort, and Australian-made.
Koala’s values shine through in their dedication to producing comfortable, sustainable furniture that’s proudly made in Australia.
- The Iconic
Values: Inclusivity, Customer-first, and Sustainability.
As one of Australia’s leading fashion e-commerce platforms, The Iconic prioritises inclusivity and sustainable fashion, ensuring customers have access to ethical, stylish options.
- Woolworths
Values: Freshness, Sustainability, and Local.
Woolworths emphasises its commitment to providing fresh, locally-sourced produce while reducing environmental impact through sustainable practices.
- Vegemite
Values: Authenticity, Tradition, and Australian Identity.
As an iconic Australian brand, Vegemite’s values reflect its strong cultural roots and commitment to producing a beloved, high-quality product.
- Lush Australia
Values: Ethical Sourcing, Sustainability, and Community.
Lush is known for its ethical sourcing and commitment to sustainability, creating handmade cosmetics that are as good for the planet as they are for the customer.
Defining your business values for your company profile is not just an exercise in wordplay—it’s about creating a deeper connection with your audience, employees, and community. By following the steps outlined above and taking inspiration from these great examples, you can build a strong foundation for your company’s future.
Remember, your values are your company’s compass. They should reflect who you are today and where you want to go tomorrow. Make them authentic, simple, and aligned with your mission to ensure they resonate with everyone who interacts with your brand.
Do you need help defining the values of your business, or any other aspect of writing a company profile? Our company profile writers can assist. Contact us: