Many companies throughout the UK understand the real business benefits
that can be gained from defining how they do things. Here are just two:

• Innocent drinks the additive-free smoothie company shows how there need be no difference between brand values and company principles. Top of the list of values is being natural. This applies to their juices (no additives and your daily dose of fruit in a bottle) and the way they treat people. Saying what you think and feel and looking after staff are important to the company. Innocent cares for others as well. They donate a percentage of profits to impoverished farmers in India. They listen to their consumers who are encouraged to call if they have any complaints or even if they are just bored. Humour is another element of the brand and the business. Products are delivered in a cow van, the office is carpeted with Astroturf and there are jokes on the bottles.
  
  The results: Innocent's values are crucial to their success. Although their products defy most industry standards - short shelf life, need to be chilled, premium price - Innocent has won awards, very loyal customers and publicity. They have carved a new niche in the highly competitive drinks market where they are unquestioned leaders.
  
• The Wates Group is a family-owned construction business founded in 1897. Like many successful companies, Wates has defined a core vision and values which are deeply embedded in all elements of the company. Its key values and principles include respect for people, business integrity, agility in a changing environment, intelligent solutions, integration of teams and being performance driven.
  
  The results: Defining a socially responsible approach in its values has helped Wates to build a reputation for being a caring, considerate and responsible organisation. This in turn has improved access to market sectors. The company is now a natural choice for clients, partners and suppliers and has become one of the largest, privately-owned construction and development companies in the UK.

• 51% of the British public say they have chosen a product or service because of the responsible reputation of the retailer.  Source: The Ethical Consumer, MORI/The Co-operative Bank, 2002
• Companies that enjoy enduring success have core values and a purpose that remain fixed while their business strategies and practices endlessly adapt to a changing world. Source: Building Your Company's Vision, James C. Collins & Jerry I Porras in Harvard Business Review
• The owner-managers's business behaviour will be taken as a role model by staff.  Source: Priorities, Practice and Ethics in Small Firms, Laura Spence - Institute of Business Ethics