Start With Why: Brand Values

As introduced in Brandology post Values, Vision & Mission

Values reflect the deeply-held beliefs and fundamental principles that define our identity, determine our priorities, guide our behavior, and inspire alignment around a common purpose or goal — what we stand for

Our “WHY” is at the center. From there, all else emanates.

Values Shape Culture

Values definition is essential for any business or organization — micro or macro, start-up or established, for-profit or not — and there are many ways to go about it.

Values Strategy

Values can be held internally in an organization to inform strategy and guide decisions. They can also be expressed externally to invite connection, and build loyalty, credibility, and trust.

Values Presentation

Values are communicated in various formats: word lists or clouds, blurb statements (with or without supporting points), or whole paragraphs. They can be illustrated with photography, illustrations, icons — or stand alone. Often values are imbedded in an “about” statement or buried on a “careers” page, but they can also be boldly proclaimed (see Jet Blue below).

Jet Blue

Inspire Humanity: Safety • Caring • Integrity • Passion • Fun
Source: careers.jetblue.com

Values Messaging

Following are typical values categories and specific examples.

  1. Ethical Conduct Values around honesty, integrity, transparency, and ethical behavior. These principles ensure that companies act with fairness and accountability, promoting trust, both internally and externally
  2. Customer Focus Many organizations prioritize customer satisfaction and value, making it a core value. This can include respect, responsiveness, and a commitment to quality in products and services to create a positive customer experience.
  3. Innovation and Quality Values often encourage continuous improvement, creativity, and the pursuit of excellence. Companies like Google and Apple emphasize innovation as a core value to stay competitive and produce cutting-edge solutions.
  4. Respect and Inclusion These standards promote diversity, equity, and inclusivity, fostering a welcoming environment where all employees are valued and respected, regardless of background or identity.
  5. Responsibility and Sustainability A growing number of companies adopt values for environmental stewardship and social responsibility, focusing on sustainable practices, ethical sourcing, and giving back to communities.
  6. Collaboration and Teamwork Emphasizing cooperation, teamwork, and communication as essential values encourages teams to work effectively across departments and share knowledge and ideas freely.
  7. Employee Well-Being Many companies prioritize the well-being and growth of employees, providing fair wages, career development opportunities, and resources for mental and physical health.
  8. Accountability and Ownership Holding oneself and others accountable is a core value that encourages taking responsibility for one’s actions and contributions. It helps build a culture of reliability and trustworthiness.

Our Own Brand’s Values

There are many ways to define values for a business, nonprofit, professional practice, or consultancy, which is a different topic and a future post.

For now, visit my Notes From Drydock post Defining Values to see how I got started (identified and prioritized) regarding CXD’s. And reference the following best-practices examples for ideas.

Defining Values

Best-Practices Examples

Following is a selection of best-in-class examples of outwardly-facing expressed brand values.

Check back often as I am updating this page as statements catch my eye. I am looking for examples of typical values as listed above, and also unique values that stand out as particularly distinctive (even quirky and fun) and, in so doing, infuse an identity with a relatable — and memorable — personality.

Note: These are presented as demonstrations of values messaging and design. It is up to my much-appreciated CSR “watchdog” colleagues to call out these brands if their actions are not consistent with their words.

Just Coffee Cooperative

Transparency • Respect for Labor • Environmental Sustainability
Source: justcoffee.coop/pages/about-us

Adobe

Create the Future • Own the Outcome • Raise the Bar • Be Genuine
Source: blog.adobe.com

Nike

Diversity, Equity, Inclusion • Responsible Supply Chain • Powering the Future of Youth Sport • Protecting the Planet
Source: about.nike.com/en/impact

Intuit

Integrity Without Compromise • Courage • Customer Obsession • Stronger Together • We Care And Give Back
Source: intuit.com/blog

Ben & Jerry’s

Human Rights & Dignity • Social & Economic Justice • Environmental Protection, Restoration & Regeneration
Source: benjerry.com/values

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Last Updated 12.01.24

This post is an entry in Creative Toolbox • Brandology where we share sneak peeks from behind the scenes of CXD’s own comprehensive overhaul and ongoing brand refresh.Click here to add your own text

Walk the Talk

In any case, when it comes to our own brand’s values, we want to tell our story with authenticity, clarity, and distinction. And we must walk that talk, wholeheartedly embodying our values with absolute consistency in everything we do, because, as we know:

Actions speak louder than words.