Brand values. They’re the bedrock of a strong company culture, guiding principles that define not just what you do, but how you do it. Everyone talks about them, and rightly so. They’re crucial. However, at Frost, we see a common pitfall: an abundance of brand values. So many, in fact, we’d wager 9 times out of 10, employees can’t recall them all.
The irony? The larger the organisation, the more critical it is for employees to internalise these values. They need to become second nature, a core part of their daily actions. When we embark on brand discovery workshops, interviewing stakeholders, a consistent theme emerges. When asked, “What are the core values of X brand?” people typically come up with three, maybe four, values. This begs the question: is it a communication breakdown, selective memory, or information overload?
Often, we find overlapping values, ones that essentially mean the same thing or have room for misinterpretation. For a small business with a close-knit team sharing a workspace, a longer list (say, 5) might be manageable. Communication becomes easier in this environment. But for larger teams spread across locations, simplicity is key.
Here’s where the magic of three comes in. Psychological research confirms our ability to readily remember three things. It’s the “power of three” in action. Think about it – fairy tales, nursery rhymes, even the Olympic podium – our brains are wired to grasp and retain information presented in threes.
By distilling your brand values into three powerful, memorable, and motivating cornerstones, you foster a sense of unity. It creates consistency in how your team behaves, how you communicate your brand, and ultimately, how you drive your business forward.
Let’s face it, a cluttered list is easily forgotten. But three clear, concise values become ingrained, acting as a compass guiding your organisation towards a shared vision. So, ditch the laundry list and embrace the power of three. It might just be the key to unlocking a stronger, more unified brand identity.