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Brand building glossary

values

The principles and behaviours an organisation expects its people to uphold. Values help guide decisions, culture, communication and recruitment. Values are effective when they are specific, believable and actively applied to guide team members. Also known as corporate values.

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corporate values

The set of principles and beliefs that guide the behaviour and decision-making of an organisation. These values typically encompass the organisation's mission, vision, and culture, and are...

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