Know-How Exchange : Branding

Were the staff involved in creating the values? If so, then share the results of their activities. If this is new, then do something to make the values be taken on personally: offer a contest where people submit stories that highlight how one (or more) values made a difference within the company (and to a customer).

The 'splash' word you used took my mind to a gathering spot for staff, the water cooler and coffee machine. Perhaps you could create a special blend for the launch? Or print something on cups?

I think the biggest challenge in values programs is sustaining them. Perhaps you could continue with feature stories and interviews of employees that demonstrate these values in action, taking examples from things that made a difference to your constituencies, whether customers or the community. You could pick a value each month and cycle through them.

I think this is too big for just a "splash"
If the values mean something to your brand and employees, make sure it is a dignified event and make sure your CEO is the delivery guy of the values.
Otherwise it will just be a bunch of words on a piece of paper or the computer screen.
The whole idea in branding is to LIVE THE BRAND and not write the brand values in a newsletter.

You have another problem: getting the staff to embrace the values that management has decided should be theirs. This calls for some pre-selling to the staff, before a big announcement and unveiling. You want to be sure the reaction isn't, "Ho hum, another management initiative that will go away next month."

Maybe you need to have each employee receive a document with the values directly from his/her supervisor, and give them a chance to react and think about (and perhaps accept/embrace) what this means to them.

I worry that, since they were not involved in creating the values, they will tend to either minimize their importance or wait for them to go away ... or, worst of all, think the management who came up with the values are totally out of touch with reality/living in the clouds.