Show values, not just tell
Brands want to convince us they have values. That they stand behind something.
Often these are just empty slogans. Smart branding. Empty promises. Propaganda.
We value transparency, yet informations are omitted and hidden. We value honesty, but we won't tell you anything that might get us sued. We care about you, but you're nobody the minute you leave our website or our office.
Having values requires conviction. It's not a branding, nor something you can post in your promotional channel.
It's the daily struggle, minute-to-minute effort. You can fake it, but people will notice, and turn their back on you.
If you really value something, just live by that. Make it visible in your actions, let people discover that.
Only by being true to your values, you really have them.