How to Define Your Brand Values
Your brand values are the non-negotiable principles that guide every decision. Learn how to identify, define, and live your core values to build an authentic brand.
Your brand values aren't aspirational statements on a wall—they're the non-negotiable principles that guide every decision, from hiring to product development to customer service. When you live your values authentically, customers notice, employees thrive, and your brand becomes magnetic to the right people.
This guide is part of our Brand Foundation series. We'll walk you through identifying your core values, defining what they mean for your business, and ensuring you actually live them.
What Are Brand Values?
Brand values are the fundamental beliefs and principles that your business stands for. They're not what you aspire to be—they're what you actually are. Your values should be:
- Non-negotiable: You would never compromise on these, even if it costs you business.
- Demonstrable: You can give specific examples of how you live each value.
- Memorable: Your team can easily remember and articulate them.
- Actionable: They guide decisions and behaviors, not just sound good.
Why Brand Values Matter
- Guide Decision-Making: When you face tough choices, values provide clarity.
- Attract the Right People: Customers and employees who share your values will be drawn to you.
- Build Trust: When you consistently live your values, customers trust you.
- Differentiate You: Your values are unique to you—they're what make you different.
How to Identify Your Brand Values
Brainstorm Potential Values
List 20-30 principles that matter to you and your business. Don't filter yet—just write everything down.
Action: Set aside 30 minutes. Write down every principle, belief, or standard that matters to you in business and life.
Group Similar Values
Look for themes and patterns. Group similar values together to identify core categories.
Action: Create categories like "Customer Focus," "Innovation," "Integrity," etc. Group your brainstormed values.
Narrow to 3-5 Core Values
Choose the 3-5 values that are most important and non-negotiable. More than 5 is too many to remember and live.
Action: Ask: Which values can I never compromise on? Which guide my hardest decisions?
Test Each Value
For each value, ask: Do I actually live this? Can I give specific examples? Is it truly non-negotiable?
Action: Write down 3 real examples of how you've demonstrated each value in your business.
Define What Each Value Means
Write a clear definition of what each value means specifically to your business. Avoid generic descriptions.
Action: For each value, write 1-2 sentences explaining what it means in practice for your business.
Common Value Categories
Customer-Focused
Values that prioritize customer needs and experiences
Innovation
Values that drive creativity and forward-thinking
Integrity
Values that build trust and credibility
Team & Culture
Values that shape internal culture and team dynamics
Real-World Examples
Zappos
Core Values:
Example: They famously offer new hires $2,000 to quit after training—testing commitment to their values.
Impact: Built a culture where customer service is legendary
Netflix
Core Values:
Example: Their culture deck became legendary for its transparency about what they value.
Impact: Attracted top talent who thrive in autonomous environments
Patagonia
Core Values:
Example: They donate 1% of sales to environmental causes and encourage customers to repair rather than replace.
Impact: Created a loyal customer base that shares their environmental values
How Many Values Should You Have?
Most successful brands have 3-5 core values. Here's why:
- • 3-5 is memorable: Your team can actually remember and live them
- • More than 5 is too many: They become diluted and hard to prioritize
- • Fewer than 3 might not capture: The full essence of your brand
- • Quality over quantity: Better to have 3 strong values than 10 weak ones
Living Your Values
Defining values is only the first step. The real work is living them consistently. Here's how:
1. Make Values Visible
Display your values prominently. Include them in onboarding, meetings, and decision-making processes.
2. Hire for Values
Ask interview questions that reveal whether candidates share your values. Skills can be taught; values are harder to change.
3. Make Decisions Based on Values
When facing tough choices, ask: "Which option aligns with our values?" Let values guide you, even when it's difficult.
4. Celebrate Value-Driven Actions
Recognize and reward team members who demonstrate your values. Make it clear that values matter.
Next Steps
Once you've defined your brand values, you're ready to move forward with the rest of your brand foundation. Learn about building your complete brand foundationor explore our AI-powered branding tools.
Frequently Asked Questions
How many brand values should I have?
Most successful brands have 3-5 core values. More than 5 becomes hard to remember and live consistently. Fewer than 3 might not capture the full essence of your brand. Focus on quality over quantity—choose values that are truly non-negotiable and that you can demonstrate through actions.
What's the difference between brand values and company culture?
Brand values are the principles you stand for—they're what you believe in. Company culture is how those values show up in daily behaviors and practices. Values are the "what," culture is the "how." Strong values should shape your culture, but culture also includes things like communication styles, work environment, and team dynamics.
Can brand values change over time?
Core values should remain relatively stable—they're your fundamental beliefs. However, you might refine how you express them or add new values as your business grows. If your values change significantly, it may signal a need to rebrand or that you didn't identify your true values initially. Regular value audits help ensure alignment.
How do I know if my values are authentic?
Test each value: Can you give 3 specific examples of how you've demonstrated it? Would you make a business decision based on it, even if it costs you money? Can your team members give examples of seeing it in action? If you can't answer yes to these questions, the value might be aspirational rather than authentic. Authentic values are lived, not just stated.
Ready to Define Your Brand Values?
Once you've defined your values, bring your complete brand foundation to life with Magnt's AI-powered branding tools.
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