Values of individual employees can help determine the corporate brand

An assumption inherent in a corporate brand is that the values of employees align with the brand’s value. Due to the rich clusters of values characterizing and making the personality of each individual unique, it is unlikely that everyone’s values will align with the brand’s values. A variety of techniques can help surface in congruencies.

Thornbury (1999) provides details about her use of depth interviews amongst company employees to elicit their values. She asked them to imagine they are giving a good friend frank advice about how to get on in their organization. Within this context they are asked to discuss:

- what they must do;
- what they can get away with not doing;
- what they must never do.
 

As behaviors are driven by values, the researcher infers from the comments the work place values of the respondent, albeit these are espoused values.

 

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