Why business mottos matter

A motto encapsulates the beliefs or ideals of an organisation - its primary purpose and core principles.

Accordingly, if a motto is out of sync with the values and culture of a workplace, the jarring effect is telling.

Beaverbrook’s the Jewellers (“Beaverbrook’s Way”), COOK (“To COOK for good”), and Marriott Hotels (“Spirit to Serve the Associate”) are all examples of a family motto that permeates the company.

Jonathan Austin, CEO at Best Companies explains why: “All three businesses have a motto which reflects their companies' purpose. They have made sure that all their employees are bought into the motto when they join the business because, ultimately, it is not just another job, it is a family.