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What Are Brand Core Values? 100+ Examples to Get You Started

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If you are launching a brand but don’t know what’s your brand core values, this article will help you.

What are brand core values?

Every brand has its unique, core values, which forms a central part of their identity.

By way of definition, core brand values are the fundamental beliefs that guide businesses or organizations.

They dictate behaviors and help people run their businesses efficiently. Having core values also helps companies know if they are on the right path and whether to adjust.

Why do brand core values matter?

Most brands have a range of “external” as well as “internal” attributes. The external attributes are the parts of the brand perceivable by the senses, and these include such elements as:

  • Verbal identity (consisting mainly of such properties as the tone of voice and personality)
  • Visual identity (which is what people see when they look at the brand, such as brand logos, colors and fonts).

With regards to brand values however, internal attributes carry more importance.

They are the actual attributes that enhance the relationship built with customers. Well defined brand core values drive a marketing mix that guides the entire brand purpose.

Wise owners recognize the role of core brand values in shaping the culture and community of their brand.

How do I brainstorm core values for my brand?

Eventually, as a brand enthusiast, you’re going to have to answer the question of how to brainstorm core values for your brand.

Struggling to start? Why not ask yourself the following questions:

  • What does my business stand for?
  • What do I consider most important when conducting my business?
  • What do I believe in?
  • Why does my business exist?

Within your answers, you’ll likely get ideas with regards to what makes your business tick.

However, some overarching principles must guide your decision.

First of all, the values must be infused in your everyday practices and be consistent with how you run your business.

They should be a real representation of the things you believe in and what you consider important.

Some quick exercises to help you with brainstorming

Want to try a quick exercise to further help you brainstorm? Won’t take long, I promise. Just follow the steps.

STEP 1: Brainstorm a list of brands

First of all, choose 3 brands that you admire, and using one-word nouns, write down the qualities you like about each of these brands.

Then write down the names of people that you admire. Note that this can be anyone, including family, friends and influential people.

Write down the qualities you like about these people, using one-word nouns.

STEP 2: Narrow Down the List

To do this, begin by choosing 3-7 words that stand out most to you – words that resonate with you and your brand.

Evaluate each of these values and decide which best represents your brand values and purpose

STEP 3: Elaborate

This is the final part of the exercise and your job here is to embellish your chosen values appropriately.

Listing all the identified values on a paper.

Then next to each value, write 1-2 sentences that would help you.

Examples from Successful Brands

If you’re stuck here, we have a few examples that might prove useful.

Note that the following is an extract of core values from global brands.

Nonetheless, it is not an exhaustive list: 

Adidas

  • Performance: Sport is the foundation for all we do and excellence is a core value of our Group.
  • Passion: Passion is at the heart of our company.
  • Integrity: We are honest, open, ethical, and fair.
  • Diversity: We know it takes people with different ideas, strengths, interests, and cultural backgrounds

CocaCola

  • 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.

Google

  • Focus: on the user and all else will follow.
  • Excellence: It’s best to do one thing really, really well.
  • Speed: Fast is better than slow.
  • Democracy: Democracy on the web works.

Starbucks

  • Acceptance: Creating a culture of warmth and belonging, where everyone is welcome.
  • Courage: Challenging the status quo and finding new ways to grow our company and each other.
  • Respect: Connecting with transparency, dignity and respect.

JP Morgan Chase

  • Excellence: Exceptional client service, Operational excellence
  • Accountability: A commitment to integrity, fairness and responsibility
  • Collaboration: A great team and winning culture

Amazon

  • Customer Obsession: Leaders start with the customer and work backwards.
  • Ownership: Leaders are owners.
  • Simplification: Leaders expect and require innovation and invention from their teams and always find ways to simplify.
  • Ambition: Think Big.

Apple

  • Simplicity: We believe in the simple, not the complex.
  • Accountability: We believe that we need to own and control the primary technologies behind the products we make.
  • Focus: We say no to projects so that we can really focus on the few that are truly important and meaningful to us.
  • Collaboration: We believe in deep collaboration and cross-pollination of our groups.

Microsoft

  • Innovation: With more than 1,000 researchers in our labs, it’s one of the largest in the world.
  • Diversity: Maximize every person’s contribution—from our employees to our customers.
  • Corporate Social Responsibility: Be a responsible partner to those who place their trust in you.
  • Philanthropies: empower people by investing technology, money, employee talent, and the company’s voice in programs.

Facebook

  • Impact Driven: To have the biggest impact, we should focus on solving the most important problems.
  • Speed: Moving fast enables us to build more things and learn faster.
  • Openness: A more open world is a better world because people with more information can make better.
  • Social Value: Facebook exists to make the world more open and connected.

Toyota

  • Creativity: Always be studious and creative, striving to stay ahead of the times.
  • Practicality: Always be practical and avoid frivolousness.
  • Friendliness: Strive to build a homelike atmosphere at work that is warm and friendly.
  • Gratefulness: Always have respect for spiritual matters, and remember to be grateful at all times.

A Complete List

Still stuck? Don’t worry, we will provide you with a more complete list of brand core values, as inspired by Lisa Furze’s blog post:

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

How and where to communicate your brand value?

Now that you’ve decided on your core brand values, the big question of how to communicate them surfaces. Below are a few tips that could help you:

Use them as a selling point

You must be proactive in the dissemination of your brand value. This is more of a mindset than anything else. Always be ready to use your brand values to attract ideal customers

Use them to communicate consistency

You should aim to maintain a brand that strongly reveals its values all the time. This makes potential clients know that you’re serious.

Explain your values

Do not just state your values, you are the one who visualized the values, so let it show in how passionate you speak about them to all and sundry.

Incorporate your brand values

Incorporate your brand values in the way you introduce your business – as a businessman walking the corporate world, never miss the opportunity to reveal your brand values to new acquaintances.

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