Values reflect what is important to the way we live and work.
Whilst a utopia can never be achieved, decision making is made clearer by following these principles.
Perfection, Precision, Validity
Persistency, Purpose, Resolve
Consideration, Generosity, Goodwill
Honesty, Reliability, Trust
Development, Evolution, Progression
Awareness, Information, Organisation
Influence, Representation, Respect
Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.