Next to your wishes, vision and strategy it is important to describe the values of your company, in what way your company is operating in society. The core values form the heart of the organisation, the emotion and passion that a business can have.
It is important to have a 'cause'. Many companies have a mission statement, where they describe what they do, and for whom. The values a company should be added as well, so that emotion, and passion appear. That is a cause: what will be different from now on?
The values of your company are being communicated by the products and services you offer, in the appearance, functionality, material, forms. If this is done in a good way then products add a great deal to your corporate identity, then your products are attractive to buy and people even get attached to your products, your values. And therefore they get attached to your business, they want to identify themselves with your company and stay customers over a long period of time.
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