Values really do drive value

Andrew S - 1 st July 2014

15 years ago I changed my career path dramatically driven by what I describe as a “values delamination” between my own personal value set and the behaviours exhibited by my then employer.  A classic case of espouse one thing and do the opposite.

So I am now driven to be acutely aware of how values drive behaviour and how consistency in their delivery is brand critical.

We use these deep seated motivations to help and support our clients in developing brand values that can drive real behaviours that work for both the team and its customers.

So I would like to share a little story with you about how this stuff works.

Our friends and clients at Alton Towers Resorts recently took on 11 Prince’s Trust teenagers for work experience. Each of the individuals had had great problems finding work because of their personal circumstances and problems.

They all had very sad stories to tell.

They had a leaving ‘do’ last week, as they had come to the end of their time. Alton put on a special reception and they all went on stage in front of a lot of the people they had been working with, as well as the senior managers, to receive their certificates.

One boy gave a speech. He told how he never thought he would work and that getting up to work at Alton Towers was like ‘Christmas every morning’. He said how he had cherished his working experience and for the first time ever, he felt that he belonged to something. Alton put on a great lunch for them but they were all very sad about it being their last day.

Then the Postman Pat music started up.

Postman Pat was projected onto a large screen travelling through the countryside in his van. He got nearer and nearer and when he was really close he actually came into the room in a real van. Postman Pat then went up to each of the departing students to personally shake their hands and handed each one an envelope.

Inside was a job offer.

The really beautiful thing about this little example of their value Big Heartedness is that you will find these values driven behaviours exhibited throughout the Merlin Entertainments group. It is a small example as to why they are so successful and how they attract such amazing talent to help them power the business.

Check out this article to understand a little more about how they do it

Imagine what such values driven behaviours could do for our businesses…..

Andrew is the CEO and the other founding partner of Brand Vista. With over 30 years of brand experience both on the client and agency side, what gets him up every morning is a passion for helping clients grow through building genuinely differentiated brands that deliver a customer experience that becomes irresistible.
Find out more about Andrew S