Values

Values are the principles a brand uses to guide behavior and decision-making. They describe what matters most and how a brand chooses to operate, especially when there are tradeoffs or pressure.

Why it matters
Clear values help a brand stay consistent over time. They shape how decisions are made, how people are treated, and what a brand will, or won’t, compromise on as it grows.

What values are not
Values are not aspirational buzzwords or personality traits picked to sound good. If they aren’t reflected in real choices and actions, they don’t function as values at all.

Where this shows up

• Hiring and internal culture
• Customer interactions and support
• Partnerships and collaborations
• Strategic and ethical decisions

Related terms

• Mission (the purpose values support)
• Brand Culture (how values show up day to day)
• Brand Story (how values are communicated through narrative)