Look at any successful business that resonates with you and the chances are that you connect with it because you appreciate and understand its core values. It’s something to think about with your own business. When a customer makes that all important decision to buy from you, they’re endorsing your own values and those associated with your brand. That’s why it’s important to define the core values of your business right from day one. Customers need to know what you stand for as a business, what’s important to you, how you operate in the marketplace, how your brand is viewed by others. Your core values help to guide and safeguard your reputation, and help you to build a successful business that reflects who you want to be, and where you want to go in life. They also play a pivotal role in helping you to make big decisions. So, if you haven’t spent time defining the core values that are at the heart of your business, then you could be undermining your business and brand in the eyes of your customers and your employees.