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19 Impactful Examples of Brand Values To Use For Your Brand Story

A List of 11 Impactul Brand Values Examples to Use In Your Brand Story

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When we say the word values for personal lives, we refer to a moral compass that guides our right and wrong, and what we stand for.

It’s the same for brand values.

If you manage a company, you know that tough choices have to be made every day, sometimes very quickly.

You need a core, intrinsic guide that will help you stay true to yourself and your brand. That guide are your values.

In this post, I will explain:

  • What are brand values
  • Examples of brand values you can use for your brand story
  • Tips to define your core brand values

What are brand values?

Brand values are the core principles that guide your brand’s behavior and help it stand out from its competitors. They are the driving force behind all of your branding decisions, from what you say and how you say it to how you present yourself online.

Brand values are the foundation and core pillars of a company’s identity, and they help create an emotional connection between customers, employees, and stakeholders.

They even define a company’s culture and shape customer experiences.

Why are core brand values important?

Brand values are important because they help you build a unique brand story for your business, which gains the trust of your audience, converts them into customers, and even earns their loyalty.

Here are 5 ways that brand values help your business:

1. Builds your brand story.

Your core brand values help to define who you are as a company, your brand story, and what you stand for.

Your brand values should be reflected in everything about your story, from the products you sell, your brand imagery, and the packaging you use to the way you treat your customers.

A strong brand story backed by inspiring brand values can help differentiate your business from competitors, build loyalty with customers, and attract new ones.

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2. Attracts the right customers.

Your right customers are the ones who have the highest likelihood of buying from you, and they will if they share the same brand values as you.

So, if you want to attract customers who align with your values, then it is important to make those values clear from the outset and stick to them even as your brand evolves over time.

Your core values will help you to identify the right target market for your business and ensure that you are attracting customers who share your beliefs.

3. Guides your decision-making

When you have a clear set of core values, it becomes much easier to make decisions about your business.

It also helps your employees to understand your brand and decisions better and makes your business operations smoother.

Whether you are deciding what products to sell or how to handle customer service issues, your core values should always be at the forefront of your mind.

4. Builds competitive differentiation

Brand values help you create competitive differentiation by clearly communicating what potential customers can expect from a product or service.

For example, if your brand values are to provide responsible products that are created with sustainable materials and practices, this sets your brand apart from your competition, which may be cheaper but do not share the same values.

5. Drives sales and loyalty

Core brand values provide a foundation for authentic brand storytelling and building marketing messaging that helps customers connect with the brand.

When customers can associate with iyour brand, they feel connected and more likely to buy from you even remain loyal.

Examples of brand values

1. Honesty & integrity

Honesty is one of the most important examples of brand values because it sets the tone for how customers interact with your business.

Honesty is about being open, transparent, and truthful in all of your communications.

It also means providing your target audience with accurate information about your products or services and not tricking them into buying.

Integrity is just as important for brand equity; it is about upholding high ethical standards in everything you do and demonstrating respect for everyone involved in your business dealings.

Patagonia is an example of a brand that embodies honesty and integrity in all they do, especially in sustainability reporting. They’ve disclosed their annual climate footprint since 2013, even when it reveals the challenges they face.

2. Innovation & creativity

Innovation encourages companies to think outside the box, while creativity helps them come up with unique solutions to problems.

These two qualities are essential for staying competitive in today’s crowded marketplaces; they show customers that you are always looking for ways to improve products or services and remain at the cutting edge of industry trends.

This doesn’t mean that you need to reinvent the wheel every time – sometimes, simply improving on existing products or services can be enough to set you apart from the competition.

It’s no surprise that when you hear innovation and creativity, Apple comes to mind. They’ve consistently shown innovation and creativity with products like the iPhone, which revolutionized the smartphone industry, and services like Apple Music, which transformed digital music consumption.

3. Customer-centricity and empathy

Customer-centricity is about putting their customers first by understanding their needs and delivering value through personalized experiences or services that meet those needs.

It is about building relationships with customers, listening to their feedback, responding promptly to inquiries, providing excellent customer service, and addressing any issues quickly and efficiently.

You need to understand your customers’ needs and show them empathy in their interactions.

This could mean responding quickly to customer inquiries or complaints, being available on multiple communication channels, or offering personalized experiences tailored to each customer’s individual needs.

4. Passion & commitment

Passion is what drives a business forward; it’s what motivates employees to go above and beyond when serving customers or creating new products or services.

Passionate brands are ones that people want to do business with because they know that the company cares about its product or service.

Similarly, commitment ensures that employees stay focused on goals despite any challenges they may face along the way.

Showing passion and commitment demonstrates that you care deeply about your work, which can inspire trust among customers who may be considering purchasing from you.

Tesla is a prime example of a brand driven by passion and commitment. This is seen in Elon Musk’s unwavering dedication to advancing sustainable transportation and energy solutions.

5. Quality over quantity

Consumers appreciate quality products that are built to last, so emphasizing quality over quantity can be a great way to stand out from your competition and build loyalty with customers.

This could mean investing in higher-quality materials for production or taking extra steps in research & development before releasing a product into the market.

6. Authenticity and transparency

Transparency is another important value to uphold as a brand. Being open and honest about who you are and what you do is an essential part of building trust with customers.

It means being forthright about the products or services you offer, communicating openly about pricing and availability, and keeping customer data secure.

Authenticity is one of the most important brand values that you can uphold.

Being authentic means being true to who you are as a brand and not trying to be something that you’re not.

It’s important to be authentic because it builds trust with your audience. When your audience knows that they can trust you, they’re more likely to do business with you.

7. Community-mindedness

Showing that your company cares about its local community is a great way to create positive relationships with customers as well as potential partners in the area.

This could include donations to local charities or volunteer work in the community at large.

Starbucks demonstrates community-mindedness through initiatives like its “Starbucks Community Stores” program. This program invests in local communities by hiring locals and supporting local nonprofits.

8. Diversity and inclusion

Diversity and inclusion are two examples of brand values that are important to many companies.

Diversity in a company’s workforce brings broader knowledge through collective insights from all its members.

When a company includes different types of people, it can lead to better products, services, and decision-making.

9. Sustainability and environmental responsibility

Caring for the environment is an example of core brand values that play a central part in the way many companies do business.

A commitment to sustainability shows that companies care about the planet now and for future generations.

10. Responsiveness and agility

Responsiveness and agility are some core examples of brand values that I believe sets successful businesses apart.

In fact, agility plays an important role in modern businesses, providing flexibility when changes need to be made quickly and efficiently.

Customers appreciate it when companies respond quickly to inquiries or complaints.

11. Reliability and dependability

People want brands they can rely on – ones that will deliver what they promise.

For instance, offering fast and accurate shipping times demonstrates that your business is reliable while making sure all customer data is secure, which speaks to the dependability of your brand.

If your audience knows they can depend on you, they are more likely to become loyal customers and even refer you to others, leading to continuous sales.

12. Ethics and purpose

Ethical practices are key to any business today, as they form the public perception of a company’s image and also shape how customers interact with the brand.

Further, ethics can define how staff make decisions or find solutions within an organization; for instance, whether employees prioritize profit above all else or consider moral implications first.

A purpose-driven brand has a clear sense of why it exists.

Every decision made by the company should be made with the company’s purpose in mind. Your purpose should be evident in your marketing, in your product design, and in the way you run your business.

Related: Brand purpose examples

13. Health and Wellness

If you’re in the food and health industries, you can take up brand values like health and wellness. This shows that you prioritize the health of your customers over anything, including profits.

A typical example of a brand that has health and wellness as its values is Whole Foods Market. They offer high-quality natural and organic products to support the healthy lifestyles of their customers.

14. Adventure and exploration

Adventure and exploration are important core brand values examples a company can adopt. Brands with adventure and exploration as core values focus on encouraging people to step out of their comfort zones, embrace new experiences, and explore the world around them.

The North Face is a typical example of a brand with adventure and exploration as core values. It celebrates adventure and exploration, encouraging people to embrace the outdoors and push their boundaries.

15. Heritage and tradition

Heritage and tradition can be powerful brand values examples you can incorporate in your business. They evoke a sense of history, authenticity, and timeless appeal in your audience.

Brands that do this effortlessly well are Coca-Cola and Levi’s, and you can see it in the way they celebrate their roots with their audience.

16. Empowerment

Empowerment is about enabling employees and customers to achieve their full potential. It involves providing the tools, resources, and support needed to succeed.

Empowering brands are those that inspire and enable people to reach their goals.

Google empowers its employees with a culture of innovation and opportunities for professional growth, while also empowering users with powerful tools and services.

Nike is another brand that comes to mind when you think of empowerment as a brand value. Their “Just Do It” campaign encourages people to push their limits and strive for excellence.

Community empowerment is something TOMS does really well as a brand. Through its One for One model, where for every pair of shoes sold, a pair is donated to someone in need, it empowers its consumers to make a positive impact with their purchases.

17. Collaboration and teamwork

Collaboration and teamwork are powerful examples of brand values a company can adopt. Many brands understand the power of teamwork and how leveraging diverse perspectives can help them drive success and attain market dominance.

Therefore, collaborative brands are those that value teamwork and open communication. A typical example is Slack. Their provision of a platform that enhances team communication and productivity is proof of how they value collaborative efforts.

18. Accountability

Accountability is a value everyone cherishes, both in their personal and corporate relationships. People love to see that their favorite brands are not only honest and authentic but also accountable.

Accountable brands are those that stand by their commitments and rectify any issues transparently. They own up to their mistakes and continuously strive for improvement

The big pharma pioneer, Johnson & Johnson, is a brand that demonstrates accountability by maintaining high ethical standards and taking responsibility for their products and actions.

19. Adaptability

Brands that embody adaptability as a value are dominant winners in their respective industries because they’re flexible and open to change.

They thrive in dynamic environments by being agile and responsive, reacting quickly to market shifts and evolving customer needs.

Netflix exemplifies adaptability by continuously evolving its business model from DVD rentals to streaming services and original content production.

List of brand values examples

Here is a list of 250 examples of brand values you can use to steer your brand in the right direction:

Category Values
  • Honesty
  • Transparency
  • Ethics
  • Reliability
  • Accountability
  • Trustworthiness
  • Authenticity
  • Consistency
  • Sincerity
  • Fairness
  • Creativity
  • Ingenuity
  • Pioneering
  • Originality
  • Modernity
  • Visionary
  • Adventurous
  • Progressive
  • Inventiveness
  • Uniqueness
  • Quality
  • Precision
  • Expertise
  • Craftsmanship
  • Professionalism
  • Attention to Detail
  • Mastery
  • Superiority
  • Commitment
  • Performance
Customer Focus
  • Customer Satisfaction
  • Responsiveness
  • Personalization
  • Care
  • Service
  • Empathy
  • User-Friendly
  • Accessibility
  • Convenience
  • Support
  • Collaboration
  • Partnership
  • Unity
  • Cohesion
  • Synergy
  • Inclusivity
  • Diversity
  • Respect
  • Empowerment
  • Community
  • Influence
  • Authority
  • Command
  • Boldness
  • Courage
  • Direction
  • Prowess
  • Dominion
  • Guidance
  • Foresight
  • Eco-friendly
  • Green
  • Renewable
  • Sustainable
  • Conservation
  • Ethical Sourcing
  • Longevity
  • Stewardship
  • Recycling
  • Low Impact
  • Achievement
  • Prosperity
  • Growth
  • Expansion
  • Winning
  • Excellence
  • Ambition
  • Impact
  • Dominance
  • Benchmark
  • Safety
  • Protection
  • Stability
  • Assurance
  • Confidentiality
  • Peace of Mind
  • Risk Management
  • Dependability
  • Guarding
  • Vigilance
  • Enthusiasm
  • Energy
  • Commitment
  • Zeal
  • Ardor
  • Fervor
  • Intensity
  • Love
  • Spirit
  • Drive
  • Dignity
  • Esteem
  • Valuing Others
  • Reverence
  • Politeness
  • Consideration
  • Civility
  • Recognition
  • Honor
  • Regard
  • Flexibility
  • Resilience
  • Agility
  • Tolerance
  • Versatility
  • Readiness
  • Responsiveness
  • Adjustability
  • Resourcefulness
  • Innovation
  • Joy
  • Playfulness
  • Humor
  • Enjoyment
  • Delight
  • Cheerfulness
  • Lightheartedness
  • Entertainment
  • Amusement
  • Pleasure
Health and Wellness
  • Well-being
  • Vitality
  • Fitness
  • Purity
  • Healing
  • Therapy
  • Cleanliness
  • Refreshment
  • Restoration
  • Nourishment
  • Education
  • Knowledge
  • Insight
  • Wisdom
  • Understanding
  • Awareness
  • Curiosity
  • Discovery
  • Exploration
  • Improvement
Global Perspective
  • International
  • Multicultural
  • Global Outreach
  • Worldly
  • Cross-cultural
  • Diverse Perspectives
  • Inclusive
  • Broad-minded
  • World-Class
  • Universal Appeal
  • Time-saving
  • Streamlined
  • Optimized
  • Productive
  • Efficient Operations
  • Simplified
  • Effective
  • Precision
  • Practicality
  • Methodical
  • Aesthetic
  • Stylish
  • Artful
  • Creative Flair
  • Expressive
  • Innovative Design
  • Trend-setting
  • Unique Artistry
  • Visual Appeal
  • Craftsmanship
  • Charitable
  • Giving
  • Benevolent
  • Altruistic
  • Philanthropic
  • Kind-hearted
  • Generous
  • Supportive
  • Compassionate
  • Helping
Digital Innovation
  • Technologically Advanced
  • Digital-first
  • Cyber-smart
  • Online Savvy
  • Connected
  • Tech-driven
  • Cutting-edge Technology
  • Futuristic
  • E-savvy
  • Virtual
  • Exclusivity
  • Premium
  • Elite
  • Lavish
  • Opulent
  • Posh
  • High-end
  • Sumptuous
  • Luxurious
  • Prestigious
  • Adventurous
  • Exploratory
  • Daring
  • Bold
  • Thrilling
  • Exciting
  • Wild
  • Dynamic
  • Pioneering
  • Courageous
  • Minimalist
  • Uncomplicated
  • Clean
  • Streamlined
  • Intuitive
  • User-friendly
  • Accessible
  • Clear
  • Straightforward
  • Uncluttered
  • Client-focused
  • Dedicated
  • Dependable
  • Trustworthy Service
  • Reliable
  • Professional Service
  • Thorough
  • Committed
  • Secure
  • Supportive
  • Healthy
  • Organic
  • Pure
  • Nutritious
  • Wholesome
  • Holistic
  • Clean Ingredients
  • Rejuvenating
  • Sustainable Health
  • Wellness-oriented

Examples of brand values of famous brands

1. Red Bull – Sustainability

The most iconic product of the Red Bull brand is the can. Red Bull is not sold in bottles, so every time you have a Red Bull, you use up a can.

The brand reassures you about its environmental responsibility by highlighting its key brand value, which is sustainability. Other Red Bull values are ideas, culture, people, energy, adventure, and pushing limits.
Examples of brand values - Red Bull

2. Chick-fil-A – Community-minded

Chick-fil-A is a fast food chain, like a zillion other chains.

So they build their competitive advantage by focusing on their brand value of ‘giving back’ and building communities.

Brand values examples - Chick fil A

3. H&M – Diversity and inclusion

H&M is yet another mega brand that clearly indicates what its brand values are, diversity and inclusion being the main one.

Even when you walk into their stores, you always see people of different backgrounds.

Brand values examples -H&M

4. Apple – Innovation and creativity

Apple is one of the first brands to come to mind when we say innovation.

No one needs to spell it out for us; it is integrated into their brand story and DNA, and it guides every product and decision.

In fact, the modern brand values of Apple, which were shared by Tim Cook, reflect the focus on innovation as well.

Examples of brand values - Apple

Besides innovation, they also have 7 other brand values which are:

  • Accessibility
  • Education
  • Environment
  • Inclusion and Diversity
  • Privacy
  • Racial Equity and Justice
  • Supplier Responsibility


How to discover your brand’s core values

Discovering your brand’s core values is a necessary step in defining and shaping your brand identity. Here are some exercises to help discover your core brand values:

1. Dialogue with your team

Besides you, no one understands your brand better than your staff. They interact with the customers regularly and listen to their complaints and demands. Therefore, it’s only right that they know what brand values examples your brand can adopt to attract the right customers and make the right business decisions.

Engage with key stakeholders within your organization, including executives and employees. Ask open-ended questions about what they believe the brand stands for and what values they associate with it.

2. Find out what customers value

Your communication with customers is a good way to discover your unique company values. Ask your customers important questions that make them reveal why they chose your brand over the competitors.
Questions like “What do you think we do better than the others?” “Why do you choose our products and services instead of our competitors?”

Honest feedback from your customers on the above questions will help in defining your brand values.

3. Reflect on negative experiences

Your negative personal experiences with a brand, especially one in your niche, can inspire you to make an extensive list of brand values you want to associate with your brand.

Think of those bad experiences and ask yourself, “How did that experience make me feel?” “What can I do to ensure my brand doesn’t deliver similar experiences to my customers?”

Sincerely answering the questions will help in establishing brand values that resonate with your target customers and keep them forever.

4. Evaluate your brand’s history

Look back at your brand’s journey, including its origins, significant milestones, and the decisions made along the way. Identify recurring themes or principles that have guided your brand’s development.

The insights gained will be valuable in creating your brand values list and structuring them to resonate with your audience.

5. Study other brands for inspiration

You can draw valuable inspiration from other brands, whether they are direct competitors or not. List out the brands you love, paying particular attention to how they make you feel. Write out the qualities that make each brand special to you and use it as a guide to create powerful brand core values that resonate with your audience.

Analyze your brand’s culture

Examine the internal culture of your organization. Consider the behaviors, attitudes, and beliefs that are celebrated and encouraged within your team. Your brand’s core values should reflect and reinforce this culture.

How to discover your brand's core values

Tips to define your core brand values

The list of brand value examples I shared in this post becomes very helpful when crafting your own story or developing an identity for your small business.

However, here are some tips you should keep in mind while defining the brand values of your business and brand story:

1. Make your brand values unique and authentic

I shared a lot of examples of brand values above, but these are just that: examples.

Their role is to get you started working on the values of your small business brand, but you don’t have to copy them exactly.

Create your brand values to match your brand story.

2. Make your values easy to understand and share

Ensure that your brand values are easy to understand and share with others so that everyone in your audience can engage with them fully.

You should also try to use consistent brand adjectives to describe your brand values and personality. Consistency is key to creating a brand that everyone remembers.

3. Make your brand values actionable

Make sure your values are actionable by translating them into specific behaviors or actions that you and your team can embody.

For example, instead of stating “innovation” as a value, make it actionable by defining what innovative behaviors look like in your organization, such as experimenting with new ideas, embracing change, or continuously seeking product and process improvement.

4. Your brand values should be memorable

Create values that are easy to remember by using simple language and concise statements.

You can consider using mnemonic brand devices or acronyms to make your values easier to recall. This is especially useful to your employees, as memorable brand values help them stay in check at all times.

If one of your values is “Integrity,” for example, you could expand it to “I-Integrity: Always do the right thing, even when no one is watching.” Place it in strategic positions and make them easily accessible to your employees.

This helps them imbibe the values and communicate them in their actions and interactions.

Don’t forget to communicate all these brand values in your brand platform and with design and messaging on your branded website.

5. Make your brand values meaningful and specific

Meaningful and specific brand values help shape your identity. You must ensure your values are meaningful by aligning them with your brand’s purpose, mission, and long-term goals.

Also, make your values specific by avoiding vague or generic terms. Provide context and examples of core values to clarify what each value means in the context of your organization.

6. Live and operate by your brand values

Always stay true to your core brand values by putting them into practice. All decisions you make for the business have to conform to these brand values.

tips to define your core brand values

Brand values vs company values

The terms brand values and company values are often used interchangeably, but they have some differences. First, you must understand that a brand is a word, logo, name, set of colors, or symbol used to distinguish one product or company from another.

While a company is a legal entity with the ability to own many brands.

Therefore, brand values are the principles and beliefs that your brand stands for and seeks to embody in its interactions with customers, employees, stakeholders, and the community at large.

These values are an integral part of your brand’s identity and are often communicated through branding elements such as your logo, messaging, imagery, tone of voice, and customer experience.

On the other hand, company or organizational values are what companies use to define their culture, behavior, and decision-making.

Related: Branding vs logo

What is brand value in marketing?

Brand value in marketing is the perceived worth of your brand in the eyes of consumers and other stakeholders. It cuts across the intangible aspects of your brand, including your r, customer loyalty, perceived quality, and emotional connection with consumers.

There are many examples of marketing values you can adopt in your brand, such as authenticity, customer-centricity, innovation, social responsibility, etc.

What are your thoughts on these brand values examples and tips? Got any more to share?

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