Brand Values: What They Are And Why Are They Important

Have you ever wondered what makes a brand live for long years? We all have grown with certain brands and over the years, these brands’ success never changed.

One of the factors that can help your brand live longer is having powerful brand values. Brand values can help your brand build a strong and meaningful relationship with its customers as it has a vital role in creating a deep connection with the customers.

Also Read Have you ever read about Apple’s core values?

As a brand owner, you have to pay great attention when you’re defining your brand values as they are the factors that define your business and give it its identity.

So, today we will tell you what brand values are, how to define them, and their importance.


What Are Brand Values?

Brand values are a set of principles that you specify for your brand that help you shape the brand’s identity.

Your values are what distinguish your brand from its competitors and are what make it stand out among them. When you think of your brand values, you should think of what you want your brand to be known for, and what you want your customers to know about you and they also should reflect your beliefs.

You also have to know that your brand values are not about your product, they are about what your brand stands for.


How To Define Them

The next step after deciding what your brand values, is defining them and communicating them to your company’s employees.

You have to choose brand values that are memorable so your employees can act upon them. Your brand values need to be unique and reflect what is special about your brand and distinguish you from your competitors.

Your employees and customers need to have a clear understandable values, so avoid any vague words and use ones that are straightforward.

Make them powerful and meaningful; as we mentioned, your brand values need to be unique, hence they need to have a deep meaning that can touch your customers’ hearts and win them over.

The last thing is making your values accessible to everyone. You can put them on your website so your customers can easily find them. You can also decorate your company with a special design that has the values written all over the wall.


The Importance of Brand Values

Your brand values are a vital part of your overall brand identity; they can be a guide in your journey of creating the brand and shaping its persona.

Brand values have a very powerful impact on the brand’s recognition. When you commit to your brand values and serve what you promised your customers, you will be achieving a huge recognition that will even make you stand out among your competitors.

Powerful brand values also create loyalty and earn you the customers’ trust. As we mentioned, committing to your brand values will give recognition and will help create products that live up to your customer’s expectations.

You have to be aware that your brand values along with the brand’s persona, and language tell a story about your brand and what it stands for to your employees and customer; therefore so you have to make them relatable so people could connect to it as it can strongly impact them.


Brand Values Examples

To help you understand more of the concept, here are some examples of some of brands values of the biggest brands.


The core values are the principles that have kept Adidas ahead of its game for decades. They ensure the strategic approaches of the company align with the mission and vision statements.

You will also see adidas attitude of ‘Impossible is Nothing’ reflected in adidas People Promise.

Since Adidas is a brand that revolves around supporting athletes with products to enhance their performance, here are its values.

  • Performance
  • Passion
  • Integrity
  • Diversity



Samsung’s brand values represent its identity perfectly.

  • People
  • Excellence
  • Change
  • Integrity
  • co-prosperity



This is one of the most famous coffee brands and if you ever wondered why it’s so globally popular, read its brand values.

Expect more than coffee.
  • Creating a culture of warmth and belonging, where everyone is welcome
  • Delivering our very best in all we do, holding ourselves accountable for results
  • Acting with courage, challenging the status quo, and finding new ways to grow our company and each other
  • Being present, connecting with transparency, dignity, and respect



PepsiCo is a company that aspires to be the best both socially and economically, and therefore, these values show exactly what the company wants to be.

PepsiCo Mission and Vision Statement Analysis Mind Map.
  • Sustained growth
  • Empowering people
  • Trust
  • Responsibility.


As a brand owner, you have to think deeply about what you want your brand to represent before you create your brand values. 

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