For every business idea, there are lots of competitors. Someone out there is selling what you are selling or offering the same service as yours.

What sets you apart from other brands are the fundamental beliefs that your company’s leadership and team stand for in their operations, industry, community, and the world.

As a business consultant, I’ve seen countless businesses flounder in mediocrity. Why? They lack that essential compass, that guiding light – brand values.

Brand values aren’t just business buzzwords, they’re the very DNA of your company, the driving force behind every decision, interaction, and marketing campaign.

Crafting these compelling potent business weapons can be tricky. But do not be dismayed. As a branding expert, I have seen what works and what doesn’t. So, let me guide you on how to create compelling brand values that resonate with your company image.

To get started on brand values, I will give you a detailed definition of brand values and show you how to determine them. Also, I will show you how to express brand values and how many of them you should have.

Let’s get started!

What are Brand Values?

Wise marketer opines that 92% of returning customers rank value and price as the utmost reason. Oberlo.com concurs that 77% of consumers buy from brands that share the same values as they do.

This means brand values are as important as the products and services you put out for sale. Now, that we have outlined how important brand values are, getting a grasp on their definition is important.

Brand values are the fundamental beliefs and principles that guide a company’s actions and decisions. They represent the DNA of your brand, its core identity, and what it stands for in the world.

These values go beyond just profit and products, defining how you interact with customers, employees, and the broader community.

They act as a compass, helping you navigate tough choices and ensure everything you do aligns with your core beliefs. Brand values also create a bond with your target audience, allowing them to identify with your brand and its values.

When consulting for businesses, I choose to define brand values as ‘a set of values that sets you apart from your competitors.’

To help clients identify them, I ask the following questions.

Once you can comfortably answer these questions, you are a step closer to determining your brand values. Remember, great brand values are authentic, concise, and actionable. They’re not just fancy slogans, but core principles that live and breathe in everything you do. Now, let’s see how to determine brand values.

How Do You Determine Brand Values?

Since brand values do not only shape your company culture but also serve as a guiding force for decision-making, you need to understand why you set up a business in the first place.

During a business consultation with a small business owner, I asked the founder what her vision was for the business. In response, the business owner answered ‘to make more money.’

I chuckled under my breath before explaining profit profit-making alone should not be the vision behind setting up a business.

Your brand values should align seamlessly with your business vision. Reflect on the core purpose of your company.

Once, you have outlined your company’s vision, it is time for deep introspection. Answer these questions below to get started: 

How Do You Express Brand Values?

Action speaks louder than words. The best way to express your brand values is to show them in action. While you may not have to reach out to your customers individually to share your brand values, start sharing your brand origin story.

Weave your values into every aspect of your brand narrative. Whether it’s your website copy, social media posts, or marketing materials, ensure your values are woven into the fabric of your story.

While narrating and sharing your brand origin story, feature stories of employees, customers, or partners who embody your values. This adds authenticity and emotional resonance.

Ensure you are using high-quality images and videos to convey your values and connect with your audience on a deeper level.

Most brands share beautiful stories of their brand values, but upon transaction with their team, you will be wondering if they were mere stories.

You do not want this replaying in your case. So, integrate your team into your brand values. Train your employees to understand and embody your values. This ensures consistent delivery of your brand promises across all touchpoints.

Every content – visual, audio, pictures, statement, etc emanating from your company must align with your brand value. Use your values as a guiding principle when making strategic choices, from product development to customer service.

Since, it takes time for your values to truly sink in and resonate with your audience, give them a platform to showcase how they engage with your values in their own lives.

How Many Brand Values Should You Have?

I get this question often but there is no stipulated number of values for any organization or industry. However, You don’t want too many, and you risk diluting your message and confusing your audience. Or too few, and you might struggle to capture the full essence of your brand.

From experience, I recommend having 3-5 brand values. This number is manageable to remember and communicate, yet comprehensive enough to encapsulate what truly makes your brand tick.

Think quality, not quantity. You should settle for 3-5 core values that truly capture the essence of your brand. Each one should be impactful and actionable.

During the brainstorming session with your team, it is okay to generate a long list. However, too many values can dilute your message and make it difficult for your audience to remember. Think of it like trying to juggle too many balls – you’re bound to drop some.

Consider your brand’s unique story and what sets you apart. Your values should be authentic and reflect your core identity.  Your values should differentiate you from your competitors and make your brand stand out.

In choosing how many brand values you should have, use my ever-green checklist:

• Tick impactful and actionable values
• Find and strike out repeated values
• Tick values that align with your business vision
• Consider clients and customer reviews, and identify what values in your list resonate with them.
• Identify what values differentiate you from your competitors.
• Get feedback from your team, customers, and even people outside your industry.
• Settle for 3-5 core values that tell your story best
• Be open to refining your values over time.

What are the 4 Brand Values?

There are no static brand values anywhere. You have to settle for what best defines your company.

Different businesses will have different core values that are unique to their mission, audience, and overall identity.

However, there are specific values that are pertinent for companies in certain industries. For instance, a caregiving establishment can hardly do without empathy as a core brand value while IT firms have a core need for innovation as a brand value.

Also, certain brand values remain relevant. Irrespective of what you do, customer satisfaction is key. So, you should incorporate customer-centric brand values when choosing yours.

You may also add a community-based brand value to the list. Especially if your product or services resonates with the community or involves social responsibility.

I generally recommend choosing brand values that cut across:

• Customer satisfaction
• Innovation and progress
• Personal growth and empowerment

Read: Why Attention to Detail is Critical in Business

What is a Good Brand Value?

A good brand value is a powerful, actionable, and authentic principle that guides your company’s decisions and resonates with your target audience. I presume a good brand value must be clear and concise.

As a general rule of thumb, your brand value should pass this checklist to be termed good enough:

1. Authenticity: It should genuinely reflect your brand’s core identity and beliefs. Don’t just copycat others; find what makes you unique and authentically stand for it.
2. Actionable: It should inspire and guide concrete behavior, both within your company and for your customers. Avoid vague generalities like “excellence” and define what those words mean in your context.
3. Memorable: It should be concise and easy to understand, leaving a lasting impression on your audience. Think of clear, impactful statements that capture the essence of your value.
4. Resonant: It should connect with your target audience’s aspirations and needs. Ask yourself what values matter to them and how your brand can align with those aspirations.
5. Differentiating: It should set you apart from your competitors. Identify what makes your values unique and how they contribute to your competitive advantage.

Examples of Brand Values for Your Business

Getting a comprehensive list of brand values for your business is non-exhaustive. However, below is a list of brand value examples for business.

Remember the checklist on how to determine brand value for your business? And how to arrive at 3-5 core brand values for your business? I explained it in simple terms above.

Below are possible brand values you may come up with during the brainstorming session

Abundance	Acceptance	Accessibility	Accountability
Accuracy	Activeness	Adaptability	Adventure
Affection	Ambition	Appreciation	Approachability
Attention to detail	Balance	Beauty	Belonging
Bravery	Capability	Care	Change
Charity	Clarity	Cleanliness	Collaboration
Cooperation	Courage	Craftiness	Craftsmanship
Creativity	Credibility	Curiosity	Customer satisfaction
Customer-centric	Daring	Dedication	Dependability
Determination	Devotion	Dignity	Diligence
Diversity	Dreams	Drive	Duty
Eagerness	Ease of use	Economy	Education
Effectiveness	Elegance	Empathy	Empowering
Enthusiasm	Entrepreneurship	Environment	Equality
Evolution	Excellence	Excitement	Exhilaration
Expertise	Exploration	Fairness	Faith
Family	Fame	Fascination	Fearlessness
Firmness	Fitness	Flexibility	Focus
Freedom	Freshness	Friendship	Fun
Generosity	Genius	Genuineness	Goodwill
Gratitude	Growth	Guidance	Happiness
Hard work	Harmony	Health	Heart
Heroism	History	Honesty	Honour
Impact	Individuality	Innovation	Insight
Inspiration	Integrity	Intelligence	Intimacy
Intuition	Joy	Justice	Kindness
Knowledge	Leadership	Learning	Liveliness
Logic	Longevity	Love	Loyalty
Mastery	Mindfulness	Motivation	Neatness
Optimism	Organisation	Originality	Partnership
Passion	Patience	Peace	Perception
Performance	Persistence	Personal development	Playfulness
Potential	Power	Precision	Pride
Privacy	Productivity	Professionalism	Progress
Purity	Quality	Recognition	Reflection
Relationships	Reliability	Resilience	Resourcefulness
Respect	Responsibility	Safety	Satisfaction
Security	Sharing	Simplicity	Sincerity
Strength	Success	Support	Sustainability
Talent	Teamwork	Thoughtfulness	Tolerance
Trust	Truth	Understanding	Uniqueness
Unity	Value	Variety	Virtue
Vision	Warmth	Welcoming	Wonder

10 Examples of Brand Values for Your Business with Templates

If you read to this point, you would have probably identified one or two brand values that resonate with your business. Let’s review some notable companies’ brand values. Consider them as templates that may guide you to draft yours.

#1. Apple: Simplicity, Innovation, Quality, and User Focus

Apple has successfully crafted a strong brand image that resonates with consumers on an emotional level. Its brand values revolve around simplicity and innovation. The company is known for its sleek and user-friendly products, embodying a commitment to simplicity in design. Innovation is a core value that keeps Apple at the forefront of technology.

#2. Google: Do the Right Thing

Google’s brand value, “Do the Right Thing,” reflects a commitment to ethical practices and user trust.

It summarises a set of core principles that guide the company in all they do. This value has become standard in branding as consumers increasingly seek transparency and ethical behavior from the companies they engage with.

#3. Nike: Inspiration, innovation, every athlete in the world, authentic, connected, and distinctive

Nike aims to ignite a spark within individuals, motivating them to push their limits and achieve their athletic goals. The company’s focus on empowering individuals to achieve their goals is captured in “the every athlete in the world”  which resonates with a broader audience, making them more than just a brand for elite athletes.

#4. Patagonia: Quality · Integrity · Environmentalism · Justice

Patagonia’s commitment to environmental responsibility is a standout value. In an era where sustainability matters, brands are expected to demonstrate a commitment to the planet. Patagonia’s values appeal to environmentally conscious consumers.

#5. Starbucks: Inclusion, Diversity, Equity, and Accessibility

Starbucks champions the values of inclusion, diversity, equity, and accessibility. To express these core values, Starbucks actively recruits and hires employees from diverse backgrounds, fostering a workplace that reflects the communities it serves.

It invests in training programs that promote inclusivity and sensitivity and prioritizes accessible store design.

#6. Tesla: doing the best, taking risks, respect, constant learning, and environmental consciousness

Tesla’s brand values form the foundation of its innovative identity and drive its ambitious goals.

Tesla’s founder, Elon Musk, embodies these values in his leadership style, further solidifying their brand identity. This resonates with integrating your team into your core brand values.

 #7. Microsoft: Innovation, dependable technology, equality and diversity, corporate social responsibility, philanthropies, and the environment

This tech giant constantly evolving, showcases a multifaceted approach to brand values. Innovation is the driving force behind Microsoft’s success.

Microsoft emphasizes reliability and security. Their products are designed to be user-friendly, secure, and accessible, ensuring a seamless and trustworthy experience for users worldwide.

Though lengthy, they are not just corporate slogans; they are reflected in their decisions, product development, and company culture.

#8. Amazon: Leadership Principles · Customer Obsession · Ownership · Invent and Simplify

Amazon’s brand value of customer obsession is a standard in the e-commerce industry. Prioritizing the customer experience ensures brand loyalty and reflects an understanding of evolving consumer expectations.

Amazon empowers its employees to act like owners, taking initiative and responsibility for their decisions and actions.

#9. Coca-Cola:  Bran Value Templates

This company’s brand values come with a twist. What can you deduce from this brand value format?

• Leadership: The courage to shape a better future
• Collaboration: Leverage collective genius.
• Integrity: Be real.
• Accountability: If it is to be, it’s up to me.
• Passion: Committed in heart and mind.
• Diversity: As inclusive as our brands.
• Quality: What we do, we do well.

#10. IBM: Dedication; Innovation,  Trust, and personal responsibility

From my knowledge of helping businesses create brand values, I can tell you that IBM’s brand values are more than just words on a page. Dedication is reflected in IBM’s long history of pioneering advancements, from the first computer to advancements in AI and cloud computing. Generally, you can feel these core values in their marketing messages, product development, employee culture, and social impact initiatives.

Frequently Asked Questions

Conclusion

Creating brand value for your business is an important step towards understanding what you do, and why you do them. I have explained in clear terms what brand value is. I hope you take some time with your team to answer these questions. You will gain more clarity when you start streamlining the brand value list. You should be able to define it now and explain to your team why your business needs to have these values, right? 

References

• Weignitegrowth.com – 11 Impactful Examples of Brand Values To Use For Your Brand Story
• Bynder.com – Brand Values: Definition, Examples & How to Define Them
• Indeed.com – What Are Brand Values? Definition, Examples and Why

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