Whether we are talking about an organization or personal brand, what you stand for and your guiding principles should dictate how you conduct yourself. This is never more evident than what is happening at Penn State University right now. In fact, I was pleased to see interim president, Rodney Erickson, speak to the University's core values during his speech earlier in the week.
Erickson rightfully mentioned that core values should outlast any of us. He is right. Unfortunately most organizations and many people do not think enough about their core values before making decisions or help them when making a difficult decision. Too often it takes a tragic situation before we think about who we are and what we stand for.
Every person and every organization should have a brand platform that reflects their core values and helps guide their decision making, their communications and their crisis management. Make your core values a regular part of your daily routine. You will be more effective in recruiting and retaining your brand champions.
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