20 Companies With the Best Brand Values To Inspire You

Brand-values

Amidst the growing competition among similar brands, we are faced with countless options of where to spend our money. Making a decision can be difficult due to the similarities between these brands, but one thing that sets them apart is their core brand values. These values, which go beyond just the products and brand names, are the beliefs and ideals that define a company’s identity and what it stands for. If you’re looking to refine your own brand values, don’t worry. In this blog post, we’ll present 20 examples of companies with excellent brand values to inspire you.

What Are Brand Values?

Brand Values

Brand values are the fundamental /core beliefs and principles that guide a company’s actions, decisions, and behavior. They represent the core essence of what a brand stands for and what it believes in. These values go beyond just the products or services offered by the brand and encompass its overall mission, vision, and culture.

Brand values serve as a compass for the brand, influencing everything from product development and marketing strategies to employee behavior and customer interactions. They help shape the brand’s identity, differentiate it from competitors, and build trust and loyalty among customers.

Some common examples of brand values include integrity, innovation, sustainability, customer focus, authenticity, inclusivity, and social responsibility. These values are not just statements or slogans but are deeply ingrained in the company’s culture and are reflected in its actions and relationships with stakeholders.

Ultimately, strong brand values play a crucial role in defining the character and reputation of a brand, shaping how it is perceived by customers, target audience, employees, and the wider community.

Why Do Brand Values Matter?

Creating a brand’s core values matter for the following reasons:

Differentiation: In a crowded marketplace where numerous brands offer similar products or services, brand values help differentiate one brand from another. They provide a unique identity and set of beliefs that resonate with that help a brand stand out and connect with consumers who share similar values.

Building Trust and Brand Loyalty: Consumers are more likely to trust and remain loyal to brands that align with their own values and beliefs. When a brand consistently demonstrates its commitment to its values through its actions and decisions, it gains loyal customers, fosters trust, and strengthens the bond with its customers.

Attracting Employees: Just as brand values attract customers, they also attract employees who are aligned with those values. Employees who believe in the brand’s mission and values are more engaged, motivated, and likely to contribute positively to the company’s success.

Guiding Decision-Making: Brand values serve as a guiding framework for decision-making within the company. They help ensure that all actions, from product development to marketing strategies, are aligned with the brand’s core beliefs and principles.

Crisis Management: During times of crisis or controversy, brand values provide a foundation for how the brand should respond. They help maintain consistency in messaging and actions, reinforcing the brand’s integrity and credibility.

Long-Term Sustainability: Brands that prioritize and uphold their values tend to have greater long-term sustainability. By staying true to their principles, brands can weather challenges and changes in the marketplace while maintaining their relevance and connection with consumers.

Overall, having strong core values is essential for establishing a brand’s identity, fostering trust and loyalty, guiding decision-making, and ensuring long-term success in today’s competitive business landscape.

What Makes a Brand Core Values?

Core values are the foundational beliefs and principles that are intrinsic to a brand’s identity and guide its behavior and decision-making. Here’s what makes great brand values:

Foundational Beliefs: Core values are deeply rooted in the brand’s history, company culture, brand story, vision, and mission. They reflect what the brand stands for and believes in, serving as the foundation of its identity.

Enduring and Timeless: Core values are enduring and timeless, remaining consistent even as the business evolves and grows. They are not influenced by short-term trends or fads but represent the enduring principles that shape the brand’s character.

Non-Negotiable: Core values are non-negotiable principles that the brand is unwilling to compromise on. They serve as part of the brand guidelines, guiding the brand’s actions and decisions even in challenging situations.

Authenticity: Core values are authentic and genuine, reflecting the true essence of the brand. They resonate with both internal stakeholders, such as employees, as well as external stakeholders, such as customers and partners.

Differentiating: Core values distinguish the brand from competitors by highlighting its unique identity and beliefs. They contribute to the brand’s positioning in the market and help attract customers who share similar values.

Actionable: Core values are actionable principles that influence behavior and decision-making within the organization. They provide a framework for employees to align their actions with the brand’s values and mission.

Reflective of Stakeholder Needs: Core values are reflective of the needs and expectations of various stakeholders, including customers, employees, shareholders, and the community. They demonstrate the brand’s commitment to serving and engaging with its stakeholders ethically and responsibly.

Overall, brand core values are the guiding principles that define the essence of a brand and shape its culture, actions, and relationships with stakeholders. They are integral to building a strong and authentic brand identity and overall brand strategy.

20 Examples of Companies With the Best Brand Values

Here are 20 brand values examples of reputable companies in the world:

Patagonia

Patagonia

Patagonia, renowned for its commitment to environmental activism, embodies its core value of sustainability through innovative practices like using recycled materials and fair labor standards. They advocate for environmental conservation and social responsibility, demonstrating a genuine dedication to their values by donating a portion of their profits to environmental causes.

Nike

Nike

As a global leader in athletic apparel, Nike champions its core values of innovation, empowerment, and inclusivity. Through groundbreaking product designs and impactful marketing campaigns, Nike inspires athletes worldwide to push their limits and achieve greatness. They actively promote diversity and equality, advocating for social change and athlete empowerment.

Google

Google

Widely known for its innovation, Google’s core values center on user focus, accessibility, and integrity. Through groundbreaking technologies like search engines, cloud computing, and artificial intelligence, Google revolutionizes how people access and interact with information. They prioritize user privacy and transparency, striving to make the world’s knowledge universally accessible and useful.

Apple

Apple

As a trailblazer in the technology industry, Apple’s core values center around design excellence, simplicity, and a dedication to creating products that enrich people’s lives. With iconic products like the iPhone and MacBook, Apple redefines consumer electronics, seamlessly blending form and function. They prioritize user experience and privacy, fostering a loyal community of users who value quality and creativity.

Microsoft

Microsoft

The software and technology pioneer, Microsoft upholds its core values of innovation, diversity, inclusivity, and empowerment. Through products like Windows, Office, and Azure, Microsoft empowers individuals and organizations to achieve more. They prioritize accessibility and diversity, driving positive change through technology and fostering a culture of collaboration and creativity.

Tesla

Tesla

The global electric vehicle innovator, Tesla’s core values prioritize sustainability, innovation, and the acceleration of the world’s transition to sustainable energy. With groundbreaking electric cars like the Model S and Model 3, Tesla revolutionizes transportation, aiming for a sustainable future. They prioritize clean energy and technological advancement, inspiring change in the automotive industry and beyond.

Starbucks

Starbucks

As a global coffee giant, Starbucks’ values focus on creating a culture of warmth and belonging, promoting diversity and inclusion, and ethical sourcing of coffee. With a focus on ethically sourced coffee beans and sustainable practices, Starbucks creates a welcoming environment for customers worldwide. They prioritize employee welfare and community engagement, fostering a culture of inclusion and positive impact.

The Body Shop

The Body Shop

The Body Shop’s values revolve around sustainability, cruelty-free beauty, and campaigning for social and environmental change. With cruelty-free products and sustainable sourcing, they advocate for environmental conservation and social justice. The Body Shop prioritizes fair trade and community engagement, empowering individuals to make ethical choices and create positive change.

Ben & Jerry’s

Ben & Jerry's

Known for its delicious ice cream and social activism, Ben & Jerry’s values include social justice, environmental sustainability, community engagement, and using business as a force for good. Through flavors like “Chocolate Fudge Brownie” and “Chunky Monkey,” they advocate for causes like climate action and racial equality, inspiring activism and positive change one scoop at a time.

REI (Recreational Equipment, Inc.)

REI (Recreational Equipment, Inc.)

REI (Recreational Equipment, Inc.) values center around outdoor stewardship, sustainability, community, and promoting a love for the outdoors. As a leading retailer of outdoor gear and apparel, REI promotes environmental conservation and outdoor education. Through initiatives like the Opt to Act campaign, they inspire individuals to explore, protect, and enjoy the great outdoors responsibly.

Warby Parker

Warby Parker

Warby Parker, a disruptor in the eyewear industry, epitomizes its core values of affordability, style, and social responsibility and a commitment to transparent business practices. With fashionable, affordable glasses and a “Buy a Pair, Give a Pair” program, they make quality eyewear accessible while addressing vision impairment worldwide. Warby Parker blends fashion with philanthropy, redefining the eyewear shopping experience.

Costco

Costco

Retail giant, Costco’s core brand values prioritize customer satisfaction, employee welfare, and ethical business practices, including fair treatment of suppliers and workers. With a vast range of products at discounted prices, Costco offers unbeatable value to its members. They prioritize customer satisfaction and employee welfare, fostering a unique shopping experience that emphasizes affordability, quality, and convenience.

LEGO

LEGO

LEGO, a beloved toy brand, epitomizes its core values of creativity, imagination, and learning through play, along with a commitment to sustainability and ethical sourcing of materials. With iconic building sets and innovative designs, LEGO inspires endless hours of play and learning. They prioritize child development and sustainability, fostering creativity and imagination while promoting responsible production and environmental stewardship.

Unilever

Unilever

As a global consumer goods company, Unilever’s core values include sustainability, social responsibility, and improving health and well-being through its products and initiatives. With a diverse portfolio of brands spanning food, home, and personal care, Unilever prioritizes environmental conservation and social impact. They strive for inclusive growth and ethical business practices, aiming to make sustainable living commonplace.

Salesforce

Salesforce

Salesforce, a leader in cloud-based software, embodies its core values of trust, customer success, innovation, and equality for all stakeholders, including employees and communities. With cutting-edge CRM solutions, Salesforce revolutionizes business operations and customer engagement. They prioritize customer satisfaction and diversity, fostering a culture of trust, transparency, and social responsibility, driving positive change in the digital landscape.

Zappos

Zappos

Zappos, an online shoe and clothing retailer, embodies its core values of customer service, company culture, innovation, and delivering happiness to employees and customers alike. With a focus on delivering exceptional customer experiences, Zappos offers a vast selection of products and hassle-free returns. They prioritize employee happiness and community engagement, fostering a culture of service and authenticity.

TOMS

Renowned shoe and accessory brand, TOMS embodies its core values of social responsibility, sustainability, philanthropy, and creating a positive impact through business. With its innovative “One for One” model, TOMS provides shoes, sight, water, and more to people in need worldwide. They prioritize giving back and creating positive social impact, inspiring a movement of conscious consumerism.

Etsy

Etsy

As a leading online marketplace, Etsy company values focus on empowering artisans and promoting handmade, unique products, along with a commitment to sustainability and ethical business practices. With a diverse array of handmade and vintage goods, Etsy provides a platform for independent sellers to showcase their talents and connect with buyers globally. They prioritize supporting small businesses and fostering a culture of inclusivity and sustainability.

Lush

Lush

Lush, a cosmetic retailer, embodies its core values of ethical sourcing of ingredients, environmental sustainability, and campaigning for animal rights and social justice. With handmade, cruelty-free products, Lush promotes ethical sourcing and minimal packaging. They prioritize transparency and activism, advocating for animal rights and environmental conservation. Lush fosters a community of conscious consumers who prioritize ethical beauty practices.

The Honest Company

The Honest Company

Co-founded by Jessica Alba, The Honest Company is dedicated to providing safe, non-toxic products for families. They champion their core values of transparency, sustainability, and social responsibility, with a focus on creating products that are safe for both people and the planet. The company strives to create a positive impact by providing trusted, ethical options for everyday essentials.

Bonus Point: Coca Cola

Coca Cola

Coca-Cola’s brand value stems from its ability to leverage collective genius, harnessing the diverse talents and perspectives of its global workforce. Through collaboration and innovation, Coca-Cola continually reinvents itself, staying relevant in a dynamic market. This approach enables the company to create iconic products, connect with consumers on a profound level, and maintain its position as a leading beverage brand worldwide.

These excellent brand value examples are recognized not only for their quality products and services but also for their commitment to making a positive impact on society and the environment through their core values and actions.

7 Tips On How To Develop Your Company’s Core Values

Developing your company’s core values is crucial for creating a strong organizational culture and guiding decision-making. Here are seven tips for establishing brand values that support your business success:

Involve Your Team: Core values should reflect the personal values, beliefs, and principles shared by your team. Hence, you have to involve your employees at all levels in the process of identifying and defining these values. Conduct workshops, surveys, or focus groups to gather insights and encourage buy-in.

Be Authentic: Your core values should authentically represent what your company stands for. Avoid generic or aspirational statements and focus on what truly defines your organization’s identity, brand mission, and culture.

Lead by Example: Company leaders play a vital role in shaping organizational culture. Demonstrate your commitment to the core brand value through your actions, decisions, and behaviors. When leaders embody the values, employees are more likely to embrace and internalize them.

Integrate Into Everyday Practices: Core values should not be mere words on a wall. Incorporate them into your company’s daily operations, processes, and rituals. Recognize and reward behaviors that align with the values, and address any discrepancies promptly.

Communicate Consistently: Effective communication is essential for instilling core values throughout the organization. Regularly communicate the values through internal channels such as meetings, newsletters, emails, and training sessions to encourage employee buy-in and establish brand loyalty. Use real-life examples to illustrate how the values guide decision-making and behavior.

Embrace Diversity and Inclusion: Core values should foster a culture of diversity, equity, and inclusion. Ensure that your values reflect respect, empathy, and openness to different perspectives and backgrounds. Encourage employees to bring their authentic selves to work and create an environment where everyone feels valued and included.

Review and Refine Regularly: As your company evolves, so may its core values. Regularly review and assess whether the existing values still resonate with your organization’s identity and goals. Solicit feedback from employees and stakeholders, and be willing to adapt and refine the values as needed to stay relevant and impactful.

By following these tips, you can develop core values that serve as a foundation for your company’s culture, guiding principles, and long-term success.

Conclusion

In conclusion, brand values are not just words on paper; they are the guiding principles that shape an organization’s identity, culture, and relationships. By defining and embodying these values, companies can differentiate themselves in a competitive market, build trust with consumers, and inspire loyalty among employees. Moreover, brand values serve as a compass, guiding decision-making and fostering a sense of purpose and unity within the organization.

When consistently communicated, lived, and upheld, brand values become the foundation upon which businesses thrive, driving sustainable growth, and leaving a lasting impact on society.


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