What are Brand Values – A sleek succinct guide

The most important part in creating a brand is to establish your brand values.

What are brand values?

Brand Values are considered as traits, principles, morals or characteristics that define your brands:

  • Culture
  • Feeling
  • Voice
  • Appearance
  • Impact
  • Originality

They’re 4-10 potent and truthful words which elaborate into short meaningful statements to summarise how your brand should think and act in any circumstance; whether it means innovating a product, choosing an office space or reacting to a tragedy.

These brand values become your organisations very own 10 commandments.

What do brand values do for businesses?

Internally, brand values can guide staff, dictate an attitude and set a direction for your brand.    Externally, brand values create expectancies and refined experiences for your end-users.  Overall brand values mould, beef up and transform your business idea into a human entity that can connect purposefully with audiences.

Who uses brand values?

My research shows that sales techniques and the idea of branding were used as far back as 100BC, however, the sophisticated and commercial nature of branding that we’re familiar with spawned in the 1950s when corporate enterprises were challenged by new competitors offering similar products at a cheaper price in the same marketplace. 

To keep a foothold, corporations needed to differentiate by doing these three things with their products:

  1. Make a connection with the customer
  2. Be seen as the best product available
  3. Create a unique identity for the product

Branding was born as a corporate strategy and determining values important to both the product and customer was key to sustaining a position in the marketplace.

Today’s world of social media, solopreneurs and internet business has disseminated the practice of branding making it a powerful marketing strategy for any size business or even individuals wanting to create a brand.

Why should you use brand values to create a brand?

Corporate Enterprise’s like Coca Cola are “established brands” or “corporate brands” and some people regard them as “Real brands” compared to the small business down the road because of the power, recognition and influence these big brand names hold worldwide.  I disagree. 

Any individual or organisation big or small can create a brand because definitively a brand is just a creative and concise method to:

  • Communicate consistently
  • Create commerce
  • Create a unique identity
  • Establish a market position

If you’re a solopreneur, small business or sole-trader then you may think that branding and creating brand values is a load of old tosh especially if you’re the only one in the business.  If that’s the case then my best guess is that you’ve not tried doing it, you’ve been taught how to do it wrong or your expectancies of branding was incorrect.

To make branding work for you need to establish brand values but realise that this won’t bring in sales automatically; it’s a long-term strategy that’ll sustain your business.  As a solopreneur it’ll provide structure and goals for your business as well as a communication strategy to define what you’re selling and to who.

Why start with Brand Values?

If you want to build a brand then discovering your brand values is where you’d start because brand values lay the foundation for all other brand practices to be built upon.

You can’t create a solid brand identity, voice, mission or any brand equity without knowing what values you’re trying to communicate or what values will drive that mission forward.

Based on everything I’ve said in this article, it may sound like branding and brand values are just about wordplay and rules to sell something.  It is!  But ultimately, branding and brand values are about making a statement and communicating it consistently and effectively to the right people.

If you don’t have any values as a business then you have nothing to communicate clearly.  There is no specific message that you’re delivering and in turn, you won’t make an impact. In that case you don’t want to be a brand; you’re just trying to make a buck.

Examples of Brand Values


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

Ben and Jerry’s Ice-Cream

  1. We strive to minimize our negative impact on the environment.
  2. We strive to show a deep respect for human beings inside and outside our company and for the communities in which they live.
  3. We seek and support nonviolent ways to achieve peace and justice. We believe government resources are more productively used in meeting human needs than in building and maintaining weapons systems.
  4. We strive to create economic opportunities for those who have been denied them and to advance new models of economic justice that are sustainable and replicable.
  5. We support sustainable and safe methods of food production that reduce environmental degradation, maintain the productivity of the land over time, and support the economic viability of family farms and rural communities.

How to create your brand values?

If you’re interested in improving your brand communication then let me help.  With my brand strategy session, I provide immersive sector research, a full days consultation and a final brand strategy manual to outline your:

  • Brand Values
  • Brand Mission
  • brand Vision
  • Brand Purpose
  • Brand position
  • Brand Language
  • Brand Audience
  • Brand Users

I’ll deliver a brand strategy to move your business forward with a communication tool that connect with your customers, regulates your marketing activities and guides your business into its own unique space in teh marketplace.

Find out more about my brand strategy services

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