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4 Signs You Need To Realign With Your Brand Values How to identify if your brand values are still guiding your business and how to recalibrate if they're not.

By Melissa Packham

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Tom Werner | Getty Images

If the events of 2020 alone have taught us anything, it's that businesses can no longer ignore their greater impact on the world and the role they play in shaping the bigger picture. So if you aren't already, now would be a really good time to reflect on your brand values and evaluate how they're guiding your daily actions and decisions as a business.

Brand values cannot simply be words that appear on the strategy document that gathers dust in some corner of the cloud. They cannot be plastered on the walls of the office in the hope that the words alone inspire employees and customers. They need to be a living, breathing part of the way you do business. They also need to incorporate true corporate social responsibility, by having a measurable, positive impact on the world socially and environmentally.

Not just because it's the right thing to do, but because consumers are seeking out brands that do.