What are Brand Values?
Brand Values are the core principles and beliefs that guide a brand’s behaviour, decisions, and interactions. They represent what the brand stands for and serve as a moral and ethical foundation.
Why Do They Matter?
Brand Values create consistency in how a brand operates, communicates, and engages with both internal and external audiences. They foster trust and loyalty by showing customers and employees what the brand truly cares about.
How They Add Value
Brand Values shape a brand’s identity and culture, influencing everything from team behavior to customer service and marketing. For start-ups and entrepreneurs, they help attract customers and partners with shared values. For designers and agencies, Brand Values guide brand expression, tone, and style.
Strong values differentiate the brand, building authenticity and aligning customer and employee expectations with the brand’s principles.
Download
Brand Values Mini-Guide
To receive a free PDF version of this mini-guide, complete the form and a download link will be emailed to you.
Key Benefits
Guides Company Culture
Values foster a cohesive culture, setting expectations for behavior and decision-making within the brand.
Enhances Customer Loyalty
Customers are more likely to support brands that reflect their own values and principles.
Builds Brand Authenticity
By consistently acting on its values, a brand strengthens its reputation as trustworthy and genuine.
Step-by-Step
Defining Your Brand Values
- Reflect on Your Brand’s Purpose and Vision: Consider why your brand exists and what it aims to achieve. This can help in identifying values that support your vision.
- List Potential Values: Think about principles that matter to your brand. For example, integrity, innovation, inclusivity, or sustainability. Aim for 3–5 key values that resonate deeply.
- Refine and Prioritise: Select values that are authentic and actionable. They should resonate with your target audience and be relevant to your brand’s industry and purpose.
- Define Each Value with Context: Write a short description for each value to clarify its meaning and how it influences your brand. For instance, if “sustainability” is a value, specify how it impacts your operations or sourcing.
- Integrate Values into Brand Strategy: Ensure these values are present in your brand’s messaging, actions, and team behaviours. Values should be a part of day-to-day decisions and customer interactions.
Case Study
Ben & Jerry's
Ben & Jerry’s has built a reputation as a values-driven brand by embedding social and environmental principles into its identity and business practices.
Key Actions
- Social Justice Advocacy: Ben & Jerry’s actively supports issues like racial justice and climate action through campaigns, partnerships, and transparent communication.
- Sustainable Sourcing: The company sources ingredients through fair trade and sustainable practices, reflecting their commitment to environmental values.
Impact
- Customer Loyalty: Ben & Jerry’s attracts customers who care about social justice and sustainability, fostering a loyal, engaged community.
- Brand Differentiation: Their clear values make Ben & Jerry’s stand out in the crowded ice cream market as a purpose-driven and socially responsible brand.
Takeaway: Ben & Jerry’s commitment to its core values builds trust, inspires customer loyalty, and distinguishes it as a brand that stands for more than just profit.
“If we were going to have a business we were going to have one that was consistent with our values.”
Ben Cohen and Jerry Greenfield
Exercise
Define Your Brand Values
Step 1.
Identify 3–5 core principles that genuinely matter to your brand and that you would never compromise.
Step 2.
Write a brief description for each value, clarifying what it means in the context of your brand and why it’s important.
Reflection
Review your values to ensure they’re authentic, actionable, and relevant. Share them with your team to ensure they resonate and can be consistently upheld.
Download
Brand Values Mini-Guide
To receive a free PDF version of this mini-guide, complete the form and a download link will be emailed to you.