How to stitch your value into your company's communication
- Vivien
- Dec 16, 2025
- 1 min read
Patagonia did something most brands are too afraid to do.
They stitched their values into the literal fabric of their products.
While most companies promote their values.
Very few practice them.
Communication exposes your culture.
How your teams write emails
How your leaders respond when something goes wrong
How you talk to customers during a delay, outage, or mistake.
Values aren't supposed to be a catchy slogan
They should be your operational manual.
So here's something you can do:
Rewrite one recurring message using a single value as the filter.
Take a message your team sends every week (status update, customer email, internal announcement, release note)
Pick one value and ask:
“If we truly lived this value, how would we rewrite this?”
For example, if the value is Transparency: remove vague language and state the real issue + what you’re doing next.
If the value is Customer First: rewrite it so it answers the customer’s emotional question: “How does this affect me?”
Do this once a week, and your values will start showing up where it matters.
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Hi, I'm Vivien,
I specialise in Multi-Audience Message Survival and work with Heads of Communications, CMOs, and B2B internal and external comms teams to shape the conversations in the rooms they're not in.
