20 Company Brand Values, Explained
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A brand is not just defined by the product or service they offer, their core beliefs and what they value to contribute to what the brand is and how a consumer should perceive them.
What are brand values?
Brand values help guide your company through any decision you may make, through this, you can stay consistent through internal and external company communication, product development and brand ethos.
Successful brand values portray exactly how the company really thinks and behaves rather than what they believe they do or how they wish to. Customers are likely to buy into a brand over others if they truly believe what they stand for and if they share some of their own core beliefs with them too.
How to create your own brand values?
First things first you need to brainstorm, bring everyone in the team together and ask yourselves what does the brand mean to them looking past the physical product or service, what else does it bring to the table? Why would a customer choose you over your competitors?
Consider all aspects of the business and think about the type of customer experience you want to convey and how you will then live and breathe by this.
Once you’ve got a list of all your band values you now need to number them in order of importance, which beliefs mean more to your business than others. Choose either 3-5 values and they will become your core values and the rest are still brand values however they aren’t what drives your company predominately.
It’s easier to follow beliefs that you are passionate about than those that are ‘nice to have’ or tick boxes that you think resonate well with your target audience. Customers will be able to see through the integrity of what you put out there and this will only lead to a negative impact for your brand.
For example, if you want to talk about sustainability and bettering the planet but aren’t actually doing anything to act upon these actions then it should not be included in your core values.
It’s good to mention that your core values need to be in line with your overall mission and visions to ensure you’re staying consistent throughout every level of the business. It needs to be clear what you’re trying to achieve and how you plan to grow/develop in the future.
Example of brand values from household names?
Apparel & Fashion Industry
Adidas
They define their brand values by three key concepts: purpose, mission and attitude.
Purpose: Through sport, we have the power to change lives.
Mission: To be the best sports brand in the world.
Attitude: Impossible is nothing.
Pretty Little Thing
- Style should be accessible to all
- Inspire confidence in our customers when it comes to how they dress and present themselves to the world
- Build a community of #EveryBODYinPLT
Asos
They differ from Adidas as they have decided to split their values into the following fundamentals: authentic, brave, creative and disciplined.
Authentic: We celebrate what makes us unique and stay true to ourselves.
Brave: We’re empowered to try something different with the freedom to fail, turning left when others turn right.
Creative: Our products and platform are fuelled by creative passion and a deep understanding of our customers, allowing us to empower millions of people around the world.
Disciplined: We need to take time in our pursuit of excellence, honing our skills, perfecting our craft, executing our plans, being comfortable with the uncomfortable and bridging the gap between goals and accomplishments.
Health & Beauty
My Protein
- We work to inspire people of all ages and genders to believe in their fitness potential
- We then fuel them to achieve it.
- We support our customers at every stage in their fitness journey.
- Reduce our environmental impact where possible and continuously look to innovate more products sustainably.
Fenty Beauty
- Make skin look like skin
- Inspire people to have fun with makeup
- Makeup should never feel like pressure, uniform, but to take chances
- Dare to do something new or different
Protein Works
They define their brand values by three key concepts: pure, proven and personal.
Pure: always looking for new ways to raise the bar in terms of quality and efficacy.
Proven: to be 100% transparent and provide all the information you need to make informed judgements on the quality of our sports nutrition supplements.
Personal: offer products and innovative features that allow you to customise your nutrition to your own body type and own personal goals.
Food & Drinks
Ben & Jerrys
- Advance human rights and dignity
- Support social and economic justice for historically marginalised communities
- Protect and restore the Earth’s natural systems
Carlsberg
- We pursue perfection every day.
- We strive to brew better beers. Beers that stand at the heart of moments that bring people together.
- We don’t settle for immediate gain, when we can create a better tomorrow for all of us.
Kelloggs
They split their brand values into the following 6 key concepts:
We Act With Integrity and Show Respect
We Are All Accountable
We Are Passionate About Our Business, Our Brands and Our Food
We Have the Humility and Hunger to Learn
We Strive for Simplicity
We Love Success
McDonald’s
They differ from the above brands as they have decided to split their values into the following fundamentals: serve, inclusion, integrity, community and family.
Serve: We put our customers and people first
Inclusion: We open our doors to everyone
Integrity: We do the right thing
Community: We are good neighbours
Family: We get better together
Coca-Cola
We are a total beverage company.
We craft the brands and choice of drinks that people love, to refresh them in body & spirit
Create a more sustainable business that makes a difference in people’s lives, communities and our planet.
Building on rich heritage since 1886.
Lifestyle
Apple
Inspire the work we share with everyone
To leave the world better than we found it
Explore our people’s stories
Lego
They define their brand values by six key concepts: imagination, creativity, fun, learning, caring and quality.
Imagination: Free play is how children develop their imagination.
Creativity: the ability to come up with ideas that are new, surprising and valuable.
Fun: being active together, the thrill of an adventure, the joyful enthusiasm of children and the delight in surprising both yourself and others in what you can do or create.
Learning: be curious, experiment and collaborate – expanding our thinking and doing, helping us develop new insights and new skills.
Caring: our desire to make a positive difference in the lives of children, for our colleagues, our partners, and the world we live in.
Quality: the challenge of continuous improvement to provide the best play material, the best for children and their development and the best to our community and partners.
John Lewis
Do right: We act with integrity and use our judgement to do the right thing.
All or nothing: We put everything we have into everything we do.
Give more than you can take: We put more in, so everyone gets more out.
Be yourself always: We’re quirky, proud and at our best when we are free to be ourselves.
We not me: When we work together anything is possible.
Samsung
They differ from the above brands as they have decided to split their values into the following fundamentals: people, excellence, change, integrity and co-prosperity.
People: we’re dedicated to giving our people a wealth of opportunities to reach their full potential.
Excellence: We are driven by an unyielding passion for excellence and an unfaltering commitment to developing the best products and services on the market.
Change: we set our sights on the future, anticipating market needs and demands so we can steer our company toward long-term success.
Integrity: Everything we do is guided by a moral compass that ensures fairness, respect for all stakeholders and complete transparency.
Co-prosperity: Samsung is committed to becoming a socially and environmentally responsible corporate citizen in all of its communities worldwide.
Entertainment
Disney
To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.
Reflect on iconic brands.
inspire creative minds and innovative technologies that make ours the world’s premier entertainment company.
Netflix
To entertain the world.
Give access to best-in-class TV shows, movies and documentaries no matter where you live.
Great stories can come from anywhere and be loved by everywhere.
Supermarkets
Tesco
They define their brand values by three key concepts: customers, communities and the planet.
Customers: Everything we do begins and ends with our customers.
Communities: Creating good jobs, supporting local suppliers and producers, or helping local causes through our community programmes.
Planet: Reduce our environmental impact through our supply chain and operations while supporting a healthier way of living.
Morrisons
- Be more competitive
- Serve customers better
- Local integration and serving the community
- Simplify and speed up the organisation
- Naturally digital
- Pride in hygiene
Lidl
- To deliver outstanding customer satisfaction.
- To ensure market leading quality and value by constantly innovating and optimising our efficient processes, driven by technology and people.
- To work with business partners in sustainable relationships, contributing positively to local communities.
- To achieve long term success by investing in the recruitment, training and development of our people.
Get In Touch!
If you’re looking for some guidance on how to define your brand values and need help to stand out from the crowd, get in touch with our team today! We can talk you through all things social and really help your business grow.
