Entry 03: Core Values—What Truths Guide the Way You Get Things Done?

Whether you are a solopreneur or an executive, if you want to facilitate a sustainable culture that continually inspires, engages and motivates, you need to proactively define the kind of culture you want to create.

How? It all starts with identifying values. 

Values lie at the very foundation of your culture.

• They underpin the way people act and behave.

• They define how policies are created.

• They attract like–minded colleagues and customers. 

From the ashes of the 2008 recession, a few colleagues and I decided to collaborate and offer boutique brand and creative services at a fraction of what the big agencies cost. Performance Physical Therapy, a high-end, medium-sized physical therapy practice with four locations in NYC and Connecticut, was one of the first clients to come aboard.

They came to us because they hit a revenue plateau. We started off with an intensive day-long planning session to really understand their business, their challenges, and successes. What we found was a completely competent, highly trained staff who went above and beyond for their patients. We were immediately enamored with them and couldn't wait to help propel their business forward!

Our solution was to first develop an internal identity to help define their business (their brand DNA), which included the positioning statement "Beyond Complete Confident Care" (which drove every piece of communication we produced—I will expand on crafting a positioning statement in a future article), and three core values that rang true throughout the entire organization: We care from the core. We are both teachers and scholars. We sweat the small stuff. 

This foundation drove a strategic and high-end, consumer-facing visual brand identity which unified the staff at all four locations. A new logo reflected the positioning statement and was supported by the tagline "We are Human Performance Experts." We then infused the new identity into all materials, including a new website, corporate stationary and business cards, office and exterior building signage, a voice, unified collateral, and apparel for both patients and staff. We also embarked on several marketing initiatives to help drive business in key service areas such as Massage, Hand Therapy, and Golf Training.

This assignment was completed in early 2011. During the next year and half, Performance Physical Therapy underwent some business changes. They created a division called Performance Integrated Health at their new Westport, Connecticut location, which had a new, separate logo. Then the two partners decided to split the business, with the NYC offices becoming an entirely new entity. In late 2012, 'Connecticut' Performance reengaged us to help overcome these shifts. There was undoubtedly some confusion around what was offered where, though there was still great loyalty by existing patients.

We started by helping them redefine their business model, taking both divisions and putting them under one umbrella "Performance" with six service categories, including Physical Therapy, Fitness Training, Massage, Nutrition, Small Group Fitness, and Hand Therapy. We revamped the logo and created a new website, new office signage, a comprehensive patient on-boarding brochure and corporate collateral, all reflecting the updated logo, graphics and new tagline "For a Real Difference." Creating this new identity helped to unify their services and created a beautiful visual identity that patients appreciated.

Even among the shifts in business operations and visual brand identity iterations, the foundation never changed. In 2012, the owner told us how much he appreciated the core values, as he interviewed potential employees using them as a guide. 

Knowing who you are, what you stand for as a company, and walking that walk is the most effective way to connect with your people, whether team or customers.

So how do you articulate your core values?

You may know what irks you and what you stand for, but how well do you verbalize it? Are your core values centric to your brand? If you feel like you could use a little fine-tuning, I’d like to offer you a little prezzie to help. 

In Brand DNA: Finding Your U-Chromosome, the four week virtual workshop I teach on our proprietary platform UPC FindUniquelyU.com, we dig into defining core values. If you should find it useful, click here to download slides from this portion of the workshop. The contemplative questions I walk students through are the same ones I use with my corporate clients. I believe this is self explanatory but should you have any questions or wish to dig a little deeper, I am only a DM away.

Do you know what our #1 core value is for all things UPC? “Don’t be an a$$hole.” It always comes down to that simple thing. Play nice or go home! Fortunately, we haven’t had too many people cross our paths where this is a concern. 

So go define those core values, and then make sure collaborators and clients are aligned with them. If they aren’t, then that’s something you might want to look at. And if you need assistance navigating a shift in your professional relationships, definitely connect with the Grand Poobah of Intuitive Guidance, Dana Sardano . God knows I wouldn’t be here without her sage and prescriptive guidance!

Click here to see the Performance Physical Therapy brand evolution.

Hi, I'm Angela DiMarco. I specialize in guiding businesses to express their unique brand with authenticity and creativity. With over 30 years of experience in branding, marketing, and advertising, I possess an intuitive knack for uncovering the soul of a company. From shaping your visual brand to connecting with your audience, my goal is to empower you and your organization with a sturdy foundation. Learn more at UniquelyPhenom.com or DM me to set up a call. 

Dana Sardano and I are your super professional and buttoned up 😹co-hosts of Going Commando with Angela & Dana Podcast. Check us out for a good dose of authenticity and wisdom, and the occasional epic burp.

I am also the author of Uniquely U. Update #52: The Birth of a Bright-Eyed Entrepreneur, available at Phenom-Publishing.com or an Amazon near you 😉. In my debut book, I share the tumultuous journey of starting a business.

“Angela reveals herself without inhibition…We can feel her angst and the insecurity of her inner child holding on for dear life as her warrior spirit takes over with fierce determination…a true window into the evolution of Angela’s soul and each update gives us a greater glimpse into her star power and creative genius.” ~ Dana Sardano

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