As business owners focus on solving unique problems when starting out, they may overlook the importance of communicating their values to create a lasting brand. 20 Forbes Business Council members offer advice for building a legacy around these values. Suggestions include knowing what your brand stands for, clearly documenting core values, instilling values in employees, integrating values into company culture and operations, aligning culture with business strategy, and establishing baseline metrics.
To build a legacy, business owners should stand for something and create a positive culture within their brand. They should involve key stakeholders in defining core values, create a values-driven mission statement, and lead by example to embed values into company culture. Building a community around the brand and providing exceptional customer service can help convey the values a business holds dear.
It is important to instill core values in employees through training and fostering a positive workplace culture. By aligning the culture with the business strategy, business owners can create a lasting brand legacy. By integrating values into daily operations and focusing on initiatives that align with the company’s mission, a strong foundation for the brand’s legacy can be established.
Business owners should leverage social media channels as journals, be people-centric, create a ‘beacon brand’ that pioneers new markets and inspires others, focus on bettering the community, and provide valuable offerings to customers. Building long-term relationships with customers, being consistent in brand messaging, and understanding values and ethics are also key components of building a strong brand legacy.
Developing a company culture that values communication, respect, and faith, ensuring the entire team lives the mission, fostering an empowering work environment, and building a foundation of strong messaging are strategies that can help enhance a brand’s legacy. By embracing vulnerabilities and sharing their true selves, business owners can differentiate their brand in the marketplace and ensure that the values they hold dear are deeply embedded in their legacy.
