Brand Values List: 60 Examples and How to Choose Yours

Brand values are the principles your business stands for and acts on. The best ones aren't words on a wall. They shape decisions: who you hire, what you make, how you treat customers and what you say no to.

Below is a list of 60 values grouped by theme, followed by a way to choose the ones that are genuinely yours. For examples of how real companies word them, see our brand values examples.

60 brand values by theme

Trust and integrity Honesty, transparency, integrity, accountability, reliability, fairness, respect, openness, responsibility, loyalty

Quality and craft Craftsmanship, excellence, precision, attention to detail, durability, mastery, consistency, care, rigour, pride in the work

Innovation and curiosity Curiosity, creativity, courage, experimentation, imagination, originality, progress, learning, ambition, boldness

People and relationships Empathy, generosity, kindness, inclusion, community, collaboration, partnership, belonging, service, warmth

Simplicity and clarity Simplicity, clarity, directness, practicality, accessibility, ease, focus, plain speaking, efficiency, speed

Responsibility and impact Sustainability, stewardship, ethics, social impact, long-term thinking, local roots, fairness to suppliers, safety, health, balance

Use this list for inspiration. A value that sounds good isn't necessarily yours.

Why most brand values fail

• They're generic. "Integrity, innovation, excellence" could belong to anyone.
• They're not true. If staff roll their eyes when they read them, they're decoration.
• They don't help you decide. A value that never changes a decision isn't doing a job.
• There are too many. Eight values means nobody remembers any of them.

How to choose yours

1. Look at what you already do

Don't start from the list. Start from reality. Think about the best decisions you've made, the customers you're proudest of, and the times you turned down money. What was guiding you?

2. Ask the people around you

Ask your team, long-standing customers and partners: "What do we do that other companies don't?" The answers often reveal values you hadn't named.

3. Shortlist ten, then cut to four

From the themes above, pick a longer list, then reduce it to three to five. Merge ones that overlap, such as honesty and transparency.

4. Make each one specific

For each value, write one sentence on what it means in practice, and one on what it doesn't. For example:

• Plain speaking. We say what we mean and explain our prices. We don't hide behind jargon or small print.
• Care. We fix problems properly, even when it costs us. We don't make excuses.

5. Test them

Take a real decision, such as a difficult client request, and ask which value would settle it. If your values can't answer, they're too vague.

Putting values to work

• Hiring. Use them to judge fit.
• Decisions. Check big choices against them.
• Communication. Reflect them in your tone of voice and content.
• Guidelines. Include them in your brand guidelines.
• Review. Revisit them every year or two.

Frequently asked questions

How many values should a brand have?

Three to five is a good range. Fewer is more memorable.

What's the difference between values and a mission?

A mission is what you're trying to achieve. Values are how you go about it.

Can you help us define ours?

Yes, as part of brand strategy. Book a consultation to get started.