Brand Values: What They Are & Why They Matter
If you’ve landed here from your questionnaire on your bespoke Notion portal, hello!
Let’s break down why brand values are so important.
What Are Brand Values and Why Do They Matter?
Brand values are the core principles that define a business. They shape how a company operates, communicates, and connects with its customers and audience. They are more than just words, they act as a foundation for decision-making, branding, and long-term customer relationships.
Some of the world’s most successful brands are built on strong values:
Nike – Innovation, performance, and perseverance. Their “Just Do It” slogan embodies these values, encouraging action and resilience.
Apple – Simplicity, innovation, and user experience. Everything from their sleek product design to their intuitive software reflects these principles.
Spotify – Creativity, accessibility, and personalisation. Their brand revolves around providing a music experience tailored to each listener’s preferences.
Clearly defined brand values don’t just help big brands. For businesses of all sizes, they provide direction, ensuring consistency in messaging and helping build lasting customer trust. They are a guiding principle for everything that you do as a business.
A Simple Guide to Choosing Brand Values
Choosing brand values doesn’t have to be complicated. Start by asking some important questions, and self-reflecting on you and your business.
What drives your business? What do you stand for? How do you want customers to feel when they interact with your brand?
Your values should be more than just generic buzzwords.
Instead of simply saying “trust,” think about what trust means in your business. Does it mean transparency in communication? A commitment to reliability? Add depth to your values so they genuinely reflect your company’s culture and mission.
Examples of Brand Values
To help get you started, here’s a list of 100 key brand values.
This is not just a pointless admin task, they serve as a foundation for your brand identity and ensure your messaging stays aligned with your core beliefs. It helps new starters, bring employees back on board with your vision, and helps you stay on track to achieve what you set out to do.
Accountability
Adaptability
Ambition
Authenticity
Balance
Bravery
Collaboration
Commitment
Community
Compassion
Competence
Confidence
Consistency
Creativity
Customer Focus
Dedication
Dependability
Diversity
Efficiency
Empathy
Empowerment
Excellence
Fairness
Flexibility
Growth
Honesty
Humility
Inclusivity
Innovation
Integrity
Joy
Kindness
Leadership
Learning
Loyalty
Open-mindedness
Passion
Patience
Perseverance
Positivity
Professionalism
Quality
Reliability
Respect
Responsibility
Safety
Sustainability
Teamwork
Transparency
Trust
Understanding
Vision
Wisdom
Agility
Altruism
Appreciation
Assertiveness
Attentiveness
Authenticity
Charity
Clarity
Compromise
Curiosity
Decisiveness
Determination
Discipline
Dynamism
Effectiveness
Enthusiasm
Ethics
Exuberance
Fairness
Generosity
Gratitude
Harmony
Health
Imagination
Independence
Initiative
Insight
Inspiration
Intuition
Justice
Mindfulness
Optimism
Originality
Pragmatism
Resilience
Resourcefulness
Self-discipline
Selflessness
Sincerity
Spontaneity
Stability
Tenacity
Thoughtfulness
Transparency
Uniqueness
Visionary Thinking
Warmth
This is not an exhaustive list, it may have sparked some ideas of who you are as a business. Picking around five of these values is key for defining who you are as a business.
Why Defining Your Brand Values Matters
Taking the time to define clear brand values strengthens your business in multiple ways. It builds trust with customers, attracts the right clients and employees, and ensures your messaging stays consistent across all platforms. Whether you're a startup or an established business, having strong values will help shape your brand’s future.
If you’re refining your brand values, take a moment to reflect on what truly drives your business.
They really are the first steps to success.
