How we defined our corporate values — and you can too

When you hear the phrase “corporate values”, it’s easy to picture a few buzzwords printed on a wall somewhere, collecting dust. But values, when they’re done right, are so much more than that. They guide decisions, shape team culture, and tell the world who you are beyond your products or services.

At Prop Data, we recently went on our own journey to define our corporate values, and it was far more than a branding exercise. It was a deep, collaborative dive into what really makes us tick as a team, what we stand for, and how we want to show up in our work.

If you’re a business looking to define (or redefine) your values, here’s a behind-the-scenes look at our process, some lessons we learned along the way, and tips to help you do the same, minus the fluff.

Why defining corporate values matters in 2026

In 2026, defining your core values in business isn’t optional. Today’s employees want to work somewhere that aligns with their personal beliefs. Clients are drawn to companies that stand for something real. And leaders need a compass to make the right call when things get murky.

At their best, company values are more than just internal policy or HR fluff. They:

• Build a strong company culture that attracts and retains talent.
• Help teams make decisions that feel consistent and principled.
• Strengthen brand identity in a competitive market.
• Foster employee engagement by creating shared meaning and purpose.
• Act as a filter for who and what fits your organisation.

For us at Prop Data, defining our values was a key step in living out our purpose more intentionally. We knew what we did and who we served. Now we wanted to articulate how we did it and why it mattered.

Steps to run a company values workshop

The first thing we did was host a collaborative, company-wide workshop. Everyone, across departments, was invited to participate, not just leadership. That was important. This was to be a bottom-up conversation, not top-down instruction.

The session focused on two big questions:

1. What do we stand for?
2. What behaviours do we expect from each other?

We broke into small groups and asked everyone to write down the words, attitudes, and actions they believed defined Prop Data. It wasn't about fancy language; it was about honesty.

We also explored:

• How do we want to differentiate ourselves from competitors?
• What makes us unique as a team?
• What kind of culture do we want to build and protect?

From there, each group presented their thoughts, and we started identifying common themes. Some words came up over and over again, such as “collaboration”, “customer service”, “excellence”, “innovation”, and “respect”. This showed that we are aligned within our team and have the same views and expectations.

What makes company values stick

The hardest part wasn’t coming up with words; it was narrowing them down. This is where leadership played a more active role: taking the raw material from the workshop and distilling it into a handful of authentic, actionable values.

Here’s what we learned about crafting values that actually stick:

• Keep them clear: If a value needs a paragraph of explanation, it’s not working.
• Make them actionable: Ask yourself: what does this look like in everyday behaviour?
• Use real language: Avoid corporate jargon or vague buzzwords.
• Tie them back to your purpose: Your values should support your mission, not float off on their own.

Ultimately, values are only powerful if they influence real decisions. From hiring and onboarding to performance reviews and client interactions, your values need to show up in how your team operates.

Examples of authentic corporate values

Without spilling our entire list, here’s a glimpse of the types of authentic corporate values that emerged from our team sessions:

• With excellence, we bring the wow factor to every project.
• With innovation, we turn bright ideas into brighter results.
• With client service, we create relationships that last.

These aren’t just nice ideas. They’re filters we now use when we make choices, hire talent, or collaborate as a team.

How to involve your team in culture building

One of the most powerful outcomes of this process was the sense of ownership it created. When people see their own words reflected in the company’s values, they feel more connected to the business and to each other.

Want to do the same? Here’s a quick playbook:

• Start with purpose: Clarify why your business exists before defining how you behave.
• Open the floor: Run team workshops that invite honest feedback and shared storytelling.
• Look for patterns: Group and cluster ideas to identify common values and themes.
• Keep it collaborative: Draft, refine, and sense-check your values with multiple voices in the room.
• Embed them: Values don’t belong in a file; they belong in meetings, decisions, and rituals.

Let your values shape the way you work

Your business values should never be something you only talk about at induction. They should be alive in your client service, your leadership style, your internal processes, and your team dynamics.

At Prop Data, this process helped us recommit to the kind of company we want to be. Not just now, but five years from now. And we’re still evolving, because culture isn’t static. It grows as your team grows.

Want to bring your values to life?

At Prop Data, our approach is to help real estate businesses build brands from the inside out. From digital strategies to content that reflects your leadership, values and purpose, we’re here to support your growth with heart, clarity, and real connection. Connect with Prop Data today, and let’s build a business that means something, together.