Values guide an organization’s actions and behaviors, shaping the character of its culture. A values-driven culture must be intentional—grounded in core beliefs that are both deeply held and actively lived. Some cultures reflect the legacy of their founders, standing the test of time. Others evolve, aligning with a company’s vision and the realities of today’s workforce.
There’s no single right way to build a strong culture—but one thing is certain: Your culture must be authentic. People need to feel it, believe in it, and adapt it to their everyday work. If values are just words on a website, they won’t inspire. If they aren’t upheld at every level of leadership, they won’t last.
So, what does it take to build a values-driven culture that truly resonates—one that fosters engagement, drives performance, and differentiates your brand?
Here are five key strategies to ensure your company not only defines its values—but actually lives them.
1. Discover your truth
A company’s culture is more than a set of principles—it’s a reflection of the people who power it. And just like individuals, organizations have belief systems that influence how they think, act, and evolve.
For some companies, values are clear from day one, rooted in a strong founding mission. Others experience transformation—shifting their culture to reflect new priorities, leadership, or market realities. Many are having an awakening, recognizing that today’s workforce demands transparency, inclusion, and purpose.
No matter where you start, defining your values begins with deep listening.
- Talk to your people. Conduct one-on-one leadership interviews, digital focus groups, or employee surveys to uncover what truly matters.
- Look at your actions. How do employees describe your culture today? What behaviors and decisions define your company?
- Align with your mission. Values should reinforce the impact your company wants to make in the world.
When values emerge from real conversations—not just executive brainstorming sessions—they become something employees believe in, not just something they are told to follow.
2. Define with distinction
Most organizations don’t optimize the opportunity to articulate their values in a way that reflects their culture and brand personality.
Values should be:
- Authentic and believable. If they don’t ring true, employees won’t embrace them.
- Clear and actionable. People need to understand what each value means in practice.
- Ownable. Generic words like “integrity” or “excellence” don’t differentiate your culture. Make it specific.
For example, Nike’s value isn’t just ‘innovation’—it’s ‘Always Innovate.’ Patagonia doesn’t just say it values environmental responsibility—it actively embeds sustainability into its business model.
At Baker, we work with clients to turn abstract principles into tangible, everyday behaviors. Because when values feel like more than just corporate jargon, they drive real action.
3. Align throughout the organization
Culture isn’t built in an all-hands meeting. It has to be operationalized into every aspect of the business.
- Hiring and onboarding – Are your values a key part of talent recruitment? Do they shape how you introduce new employees to the company?
- Leadership development – Are managers trained to model company values? Do they hold teams accountable?
- Performance and recognition – Do you reward behaviors that align with your values?
- Business Decisions – Do values shape the way you approach strategy, partnerships, and innovation?
Companies that successfully integrate values into their day-to-day operations see higher employee engagement, stronger brand loyalty, and better business outcomes. It’s not enough to say “we care about collaboration” if teams work in silos. Culture must be reinforced through actions, not just words.
4. Inspire engagement
A values-driven culture doesn’t come to life through a single email from leadership. It requires ongoing, meaningful communication.
- Make it personal. Employees should be able to see themselves in your values. Have them share stories about how they bring values to life in their daily work.
- Leverage multiple channels. Use videos, interactive workshops, employee spotlights, and internal storytelling to reinforce values.
- Keep it fresh. People tune out repetitive corporate messaging. Be creative, surprising, and relevant in how you engage employees.
Right now, workplace culture is more important than ever. With uncertainty in the economy, industry shifts, and talent priorities evolving, employees want to know their company stands for something real. Values help ground an organization—even in times of change.
5. Live your beliefs every day
Culture is not a one-and-done initiative—it’s an ongoing commitment.
- Reinforce values consistently. Leaders should reference them in meetings, decision-making, and company events.
- Build rituals that make values visible. Whether it’s a monthly employee recognition tied to core values or quarterly leadership town halls that spotlight cultural wins, reinforcement matters.
- Create accountability. If leadership doesn’t model the values, they won’t stick. Employees should see the values in action—from the top down.
Companies that stay true to their values and demonstrate them daily don’t just build a great workplace—they build a competitive advantage.
In today’s business climate, where DEI efforts are being challenged, workplace expectations are shifting, and trust in leadership is more critical than ever, a strong culture isn’t a luxury—it’s a necessity.
Final thoughts
A values-driven culture isn’t about putting words on a wall—it’s about creating a shared sense of purpose that drives business success.
At Baker, we help organizations define, embed, and activate values in a way that’s not only authentic—but also deeply relevant to today’s workforce. Because when employees believe in the culture, they don’t just work harder—they work with heart.
How strong is your culture today? If you’re ready to build a values-driven organization that truly stands out, let’s talk.