The Power of Values in Choosing the Right Clients
It cannot be overstated how important it is to align with the right clients. We’ve all had clients that eat our time, and our sanity. It’s not their fault, though. It’s important that as companies and organisations, we choose those we can help. How do we do that?
By having values we know, and applying them to every decision we make, we can work with people who we can help. It’s a fundamental principle that’s about fostering relationships that are symbiotic, sustainable, and, importantly, aligned with a company’s core values.
This idea goes from the top to the bottom of every company. An example of how big an effect values can be is your style guide. This guide, which everyone in the company must use when writing for or about your company, should show what your company stands for – its values.
What Is A Style Guide?
A style guide for a company is an essential document that outlines the standards for writing, designing, and communicating the brand’s identity consistently across all mediums. It serves as a comprehensive manual that details everything from the tone of voice, grammar, and punctuation rules to the use of logos, color palettes, and typography. By ensuring that all employees and external partners adhere to these guidelines, a style guide helps maintain a coherent and recognizable brand image. It acts as a reference tool that facilitates clear and consistent messaging, which is crucial for building trust and recognition among the target audience. Beyond mere aesthetics, a style guide embodies the ethos of the company, reflecting its values, culture, and objectives, reinforcing the brand’s presence in a competitive market.
Let’s explore how having a firm set of values empowers businesses to make discerning choices about their clients, sometimes through the powerful act of saying “no.” Not because you don’t like something, but because it doesn’t meet your values.
The Foundation: Establishing Your Values
Every decision a business makes should be aligned with its core values, otherwise the values are wrong. These values are not just words on a website or a poster in the office; they are the DNA of the company, guiding its actions, decisions, and interactions. Whether it’s a commitment to sustainability, a dedication to innovation, or a deep-seated belief in social responsibility, these values set the tone for the projects a company takes on and the clients it engages with.
The Choice: Saying No to Misalignment
Saying “no” is as significant as saying “yes.” In fact, the ability to turn down opportunities that don’t align with a company’s values is a testament to a company’s strength and integrity – Two things you cannot fake.
By taking this selective approach, the company ensures that resources are not wasted on projects that cannot resonate with its mission or contribute positively to its culture. It protects the company from the potential reputational damage that can arise from associating with clients who do not share its ethical standards or who engage in practices that conflict with its principles.
The Benefits: Building the Right Relationships
Choosing clients that align with a company’s values has far-reaching benefits. It leads to more meaningful and fulfilling work, as employees feel their efforts contribute to a greater good that reflects their own beliefs and aspirations. This alignment fosters a stronger, more cohesive team spirit and enhances job satisfaction and loyalty.
From a client’s perspective, working with businesses that share similar values creates a foundation of trust and mutual respect. These clients are more likely to be engaged, cooperative, and committed to the success of the projects. Such relationships often lead to long-term partnerships, repeat business, and referrals, which are invaluable for sustainable growth.
Your Style Guide: A Case in Point
Your Style Guide is an integral part of your company. The way it uses words and what writers should think of it all included in the style guide, which serves as a prime example of the importance of adhering to values.
By applying similar principles, businesses can ensure their communications are not only effective but also reflect their commitment to integrity and social responsibility. This approach helps in attracting clients who value these qualities, creating a virtuous cycle of positive impact and business success.
