Employees won't feel the passion, will not embody the brand and will not deliver on the brand promise without having a clear understanding of [and believing in] the company's values and objectives. By defining what you stand for from the outset, you can establish a strong culture with values and principles that define, guide and galvanize your people – a place that attracts and retains the best talent, a place where employees bring initiative, imagination and passion to work each day, a place with passionate brand ambassadors create powerful company culture – all in service of driving your companies success.