Treat my articles as inspiration. Think about how my suggestions might work in your context. The handicraft market is very wide. My observations are generalized and will not necessarily be true in every case.

Today, I would like to share with you our key values. I hope you will find some inspiration for your business because it is always nice to have your own key values defined πŸ™‚

It seems to me that this topic is many times overlooked, many people don’t really care about it and it is sad…

Why should we have our values set? For a customer or a business partner it gives the overview about the company – what is their main focus, is it similar to mine, do I want to work with them if their approach is different?

And for us as a company it becomes kind of guideline. When we have to make some decisions, first we think about our values – will the decision be coherent with our mission, vision and values? If not, we have to look for another solution. It also helps formulating proper marketing communication – whatever you write you should keep them in mind.

In our case, we have spent hours to talk about this subject to be as precise as possible so that people around us have an idea who we are and what we represent:

Β· Follow your PASSION

Β· Search for UNIQUENESS



Β· Strenghten MADE IN EUROPE


Β· Constantly LEARN and IMPROVE


All of these values are equaly important to us. We are looking for people who share those values or at least are not in opposition to them. We will follow them now and as we grow. They will help us make the right decisions and build a clear vision of our brand.

And what about your values? Did you think about it?

If yes, then congratualtions! You are one step closer to build a successful brand πŸ™‚ But even if you have them, there is a question if you really follow them? When you struggle with some choice do consider your values?

And if you don’t have your values yet, don’t worry. You can always make them! πŸ™‚ Here comes our little guide:

1. What makes you and your products different from your competition?

In Marketing it is described as Unique Selling Proposition and you should think about it as well when you start your business (I will make a separate post about it). That should be a value/values of your product and your company (represented by you) that should encourage your customers to buy from you and not from your competition. And it is also a good point to start thinking about your own values. When I think about all our values I believe they are also something that distinguishes us from our cometitors’ visions. E.g. I wanted to make it European, based on partnership and adapted to bring as much as possible social value.

2. What feelings do you want to cause in your customers and recipients?

Your values should show who you are but the way that your customers can identify themselves with it as well. Having your own key values helps after prepaing marketing communication because you always need to keep them in mind in order to be consistent. And through marketing communication you get to your customers so by reading it they should feel – yes, that is the best choice for me! Everything is related and connected πŸ˜‰

3. How do you want people to see you and your company?

Also very important question. You thought about what feelings you want to cause in customers, how different you want to be from others, but some inspiration for setting your key values may also be how you actually want others to see you and your company.

I am not giving any other samples for a reason – so you don’t suggest yourself with it. However, there are many website with ideas for key values. There are many, many different values and I recommend you to see them if you don’t get absolutely any idea or you want to verify them with how others do it. But really try to do it first yourself.

And if for all those questions you have simmilar or the same answers – don’t worry! It is actually a good sign! πŸ˜€ Congratulations! That means that probably without much thinking about it you were already following your values πŸ™‚ Now, put them in words, attach to your wall and repeat so you don’t loose it somewhere on the way to achieve your goals!

Good luck and have a nice day!


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