Why communicating your firm’s values matters to revenue growth

Co-authored by Caitlin Roxburgh & Sam Willis

Recent geopolitical events and a rupture in cultural and political norms point to a truth that is increasingly hard to dismiss; we’re living in an unpredictable world where the merit of values-based initiatives and communications is under growing scrutiny.

Yet, for any firm to stand out, it must be clear about what truly matters to it – and confident in communicating that internally and externally.

Whether firms are choosing independence over acquisition, embracing the AI revolution, re-aligning to prevailing cultural expectations or deliberately pushing against them, the same question persists: how do we communicate our values authentically?

The answer may be different for every firm, but its importance is universal. A compelling, authentic and accessible articulation of values should underpin everything a firm does, from high-value bids to LinkedIn posts.

Articulating not just what you do, but how and why you do it has a tangible impact on success, from attracting the right talent to winning new work.

Values as structure, not statements

Corporate values are not a bolt-on or a brand exercise. They are shaped by fundamental choices about ownership, structure, technology and strategy; they influence every aspect of how a firm operates.

In a market increasingly defined by consolidation, private equity ownership and rapid technological change, these forces do not just impact values; they actively form them.

Who owns a firm, how it is governed, the independence it retains, and the technologies it embraces are, in themselves, expressions of what the firm values.

Together, they create a golden thread that runs through a firm’s existence, regardless of whether those choices are explicitly labelled as “values”.

From proposals and pitches to employer branding, social media and internal communications, values are constantly being signalled – consciously or otherwise.

For firms, the communication of clear answers to how they operate, what they deliver and why they exist should sit at their core.

These are not just marketing questions; they are operational ones. How a firm answers and communicates them shapes culture, decision-making, client relationships and trust.

Language matters

The language firms choose when communicating values can be as important as the values themselves. Words shape understanding, signal intent and set expectations, influencing how people interpret a firm’s priorities.

Catch-all terms such as ESG are being used less, with more precise language that clearly describes specific actions and outcomes taking precedence (e.g., sustainability and responsible business). This shift reflects a move away from abstract labels towards clearer expressions of how a firm operates and what it stands for.

As firms (re)define their values, they identify specific initiatives, behaviours and commitments that matter to their stakeholders. Communicating these with clarity and specificity can make values more credible, accessible and meaningful, particularly in a crowded and sceptical market.

As Charlotte von Sicard, Senior Responsible Business Manager at Womble Bond Dickinson observed, sustainability carries economic value but is often still understood too narrowly as an environmental only issue:

“Sustainability has economic value as well. But the general understanding of sustainability is not the full picture; it’s still the environmental part.”

Language is not merely descriptive; it is directional, shaping how values are understood and acted upon. The language a firm uses and its strategic outlook should exist in symbiosis.

Turning principles into performance

The ability to confidently and consistently articulate a firm’s values can be a powerful differentiator in the competitive professional services market.

Reputational strength, driven by social proof and distinct values, builds long-term client loyalty, attracts new business and talent and sets firms apart, ultimately contributing to revenue growth.

Firms that treat values as an operational blueprint, rather than a static statement, are better positioned to build credibility and convert trust into sustained performance.

To learn more, download the Communicating Values Report and book your place at our upcoming webinar, ‘Communicating Values: driving trust, talent and growth in professional firms’ here.