Brand Values: The Complete Guide

What are brand values?

Brand values encompass the fundamental ethos, convictions, and guiding principles that direct a brand’s deeds and activities and influence its perception among customers, employees, and other relevant entities. These values encapsulate the quintessential beliefs of an organization, laying a robust foundation for the Brand’s unique character and distinct identity.

Definitions of Brand Values

Numerous scholars and academic thinkers have proffered a variety of definitions for brand values. These values encompass the core convictions, principles, and guiding tenets that influence a brand’s actions and conduct and determine the Brand’s image among its stakeholders. Here are some insightful definitions of brand values as proposed by esteemed academicians:

“The set of values that underlie the brand’s promise to customers, employees, and other stakeholders.” (Aaker, 1996)

“The specific set of values that guide the actions of a brand, and that shape the way that the brand is perceived by its customers, employees, and other stakeholders.” (Setiono, 2003)

“The guiding principles and beliefs that shape the identity and reputation of a brand, and that influence customer perceptions and behaviors.” (Henderson, 2005)

“The set of values that reflect the core beliefs and principles of a brand, and that guide the actions and behaviors of the organization.” (Ambler, 2006)

“The set of values that reflect the purpose and mission of a brand, and that guide the decision-making and actions of the organization.” (Oswalt, 2007)

In essence, brand values are a crucial element of branding. Several definitions, put forth by academics and researchers, shed light on the diverse roles brand values play in molding a brand’s unique personality, establishing its identity, and impacting its overall performance.

What are brand core values?

Often synonymous with core corporate values, core company values, or core organizational values, brand core values constitute the elemental beliefs and guiding principles that steer a brand’s actions, molding the perception of the Brand among its stakeholders. These core values echo the vision and mission of the Brand, serving as a bedrock for the Brand’s unique persona and distinct identity.

Several definitions of brand core values, proposed by academics and scholars, include:

“The fundamental beliefs and principles that guide the actions and behaviors of a brand, and that shape the way that the brand is perceived by its customers, employees, and other stakeholders.” (Aaker, 1996)

“The values that reflect the purpose and mission of a brand, and that serve as a foundation for the brand’s identity and reputation.” (Setiono, 2003)

“The values that guide the actions and behaviors of a brand, and that shape the way that the brand is perceived by its customers, employees, and other stakeholders.” (Henderson, 2005)

“The fundamental beliefs and principles that guide the actions and behaviors of a brand, and that shape the way that the brand is perceived by its customers, employees, and other stakeholders.” (Ambler, 2006)

“The values that reflect the purpose and mission of a brand, and that serve as a foundation for the brand’s identity and reputation.” (Oswalt, 2007)

Brand core values are predominantly conveyed to stakeholders through the Brand’s communications, branding efforts, and marketing initiatives. They not only differentiate the Brand from its competitors but also guide the decision-making process within the organization, fostering a cohesive and positive corporate culture.

Examples of brand core values could comprise affordability, convenience, innovation, efficiency, and simplicity, among others. However, these values could differ considerably, influenced by the nature of the Brand and the specific industry it operates in.

What is Brand Essence?

Brand essence embodies the soul of a brand, mirroring the inherent values, distinctive persona, and unique identity of a company along with its products or services. It’s the elusive, emotive element of a brand that paves the way for a profound connection with consumers, setting it apart from its rivals.

Brand essence is portrayed through its character, the Brand’s visual and verbal persona, and the overarching customer experience. It steers the creation of marketing and branding strategies, influencing a multitude of aspects ranging from product design and packaging to the tonality employed in advertising or social media.

A compelling brand essence serves as an invaluable asset for a company since it facilitates an emotional bonding with customers, nurturing brand loyalty. Hence, it’s imperative to delineate and consistently convey the brand essence, ensuring its alignment with the company’s objectives and its resonance with the target audience.

The notion of a brand owning an elusive, emotive dimension that empowers consumers to establish a profound connection and differentiate it from competitors has long been recognized as a crucial factor for successful branding.

During the 1980s and 1990s, the idea of Brand Values emerged, delineating a company’s core convictions. This concept was subsequently refined in the 2000s with the advent of brand essence, encapsulating a brand’s fundamental values and unique attributes.

Esteemed scholars and academics have proposed numerous definitions of brand essence. A few noteworthy ones include:

“The core, enduring, and unique meaning of a brand that is communicated to the consumer through its name, messaging, and visual identity.” (David A. Aaker, 1996)

“The set of associations that a brand strives to create or maintain with its audience. It represents the brand’s soul or character and is used to differentiate it from competitors.” (Scott M. Davis, 2002)

“The emotional and intangible aspects of a brand that are formed through experiences and interactions with the brand over time.” (Laura Ries and Al Ries, 2004)

The notion of Brand Essence has been a topic of interest in marketing and branding literature for numerous decades. The term “brand essence” itself has probably been in circulation for a similar duration, although pinpointing the exact origin of the term remains elusive.

Today, brand essence is deemed an integral aspect of branding and marketing strategy and is universally acknowledged as a key determinant in crafting strong, triumphant brands.

What is the difference between Brand Core Values and Brand Essence?

Brand Core Values and Brand Essence are interrelated concepts that are often (incorrectly) used interchangeably, but they distinctly differ:

Brand core values signify the basic beliefs and guiding principles that direct a brand’s actions and conduct, sculpting its perception among customers, employees, and other stakeholders. These core values mirror the vision and mission of the Brand, forming the bedrock for the Brand’s unique personality and identity.

Brand essence, contrarily, alludes to the unique and quintessential traits that delineate a brand, distinguishing it from its competitors. Brand essence is commonly encapsulated through a set of core values or guiding principles, and it is communicated through the Brand’s character, visual and verbal persona, and the comprehensive brand experience.

In a nutshell, while brand core values represent the basic beliefs and principles steering the actions and conduct of a brand, brand essence pertains to the unique and quintessential traits that define and differentiate the Brand from its competitors.

How to define Brand Values?

Brand values usually originate from the principles held dear by a company’s founders. The founder’s values often echo in the company’s operations, product creation, and hiring processes. While well-defined, strong brand values can attract mindful customers, it’s crucial that these values genuinely reflect what the company can and does practice. It’s essential to ensure that the company fulfills the values it proclaims and has substantial evidence to back it up.

In the process of outlining your company’s brand values, several measures can be taken:

Acknowledge your company’s vision and mission: Start by pondering your company’s raison d’être and what it upholds. What are your company’s fundamental values, and what sets it apart?

Contemplate your target audience: Reflect on the customers, clients, or stakeholders that your company caters to. What values do they hold dear, and how can your Brand resonate with them?

Scrutinize your industry and competitor Brand Landscape: Thorough analysis of your Brand Landscape is crucial to comprehend your competitors and industry leaders’ practices, the values they espouse, and the values consumers in your industry value or overlook.

Identify problems: Probe your company for issues that can be converted into brand values. View organizational shortcomings as opportunities for transformation, and formulate and implement brand values that can enhance your company.

Reflect on your company culture: Ponder on the values ingrained in your organization and how these values influence your company’s operations. What values do you aspire to embody as a company, and how can you convey these values to your stakeholders?

Subsequent to the above deliberations, formulate a set of brand values that mirror your company’s vision, mission, and culture. These values should be authentic, relevant, distinct, and aligned with your target audience’s needs and values.

Bear in mind that a discrepancy may exist between your company’s desired brand values and its current state, particularly if your Brand is nascent or is initiating its branding journey.

To find out more about the development of Brand Values based on frameworks, see our proprietary 3D Brand Values Framework.

Building a Brand based on core values

Crafting a brand as a valuable resource and a competitive strategic tool requires it to reflect value for both the organization and its target audience. Value-creation processes transpire simultaneously. These processes unfold internally, within the organization, and externally in customers’ minds, together forming corporate Brand Equity.

The internal brand-building process elucidates the organization’s engagement with the Brand. The ultimate objective of this internal process is for the organization to embody its brands. By reinforcing the internal brand-building process, organizations can better ensure the integration of their Brand into the organizational culture. Managed adeptly, this internal process enhances brand loyalty and boosts the organization’s overall performance.

The external brand-building process primarily concerns the relationships and interactions between the Brand and the customer. The ultimate objective of this external process is to construct value and relationships grounded in the customer’s personality and identity. To establish a robust brand connection with the customer, the product must pique their interest, and the Brand must be a viable choice, i.e., brand sensitivity (Kapferer and Laurent, 1992).

Subsequently, it’s essential to amplify brand awareness and construct positive brand associations (Aaker, 1991; Melin and Urde, 1991). The added values that the consumer encounters might be functional, emotional, and/or symbolic (de Chernatony and MacDonald, 1998). If the Brand’s image resonates with the customer’s self-image — actual, ideal, or normative — the basis for a relationship between the Brand and the customer is established, which can lead to brand loyalty.

What is a Brand Value Statement?

A brand value statement is a proclamation that communicates the values underpinning a brand, reflecting the Brand’s purpose and mission. A brand value statement typically steers the Brand’s actions and behaviors and molds the perception of the Brand among its customers, employees, and other stakeholders.

A brand value statement is generally conveyed through a set of core values or guiding principles and can be communicated through branding, messaging, and marketing efforts. It can manifest in the Brand’s logo, color palette, and other visual elements and can be expressed through a brand slogan or tagline.

There are many different definitions of brand value statements that scholars and academics have proposed in the field of branding and marketing.

Some common definitions of brand value statements include:

“A statement that communicates the values that underpin a brand, and that reflects the brand’s purpose and mission.” (Aaker, 1996)

“A set of guiding principles and beliefs that shape the identity and reputation of a brand, and that influence customer perceptions and behaviors.” (Setiono, 2003)

“A statement that reflects the core values and beliefs of a brand, and that guides the actions and behaviors of the organization.” (Henderson, 2005)

“A set of values that reflect the purpose and mission of a brand, and that guide the decision-making and actions of the organization.” (Ambler, 2006)

“A statement that reflects the fundamental beliefs and principles of a brand, and that serves as a guide for the brand’s actions and behaviors.” (Oswalt, 2007)

A brand value statement is often expressed through a set of core values or guiding principles and may be communicated through messaging, branding, and marketing efforts. It may be embodied in the Brand’s logo, color palette, and other visual elements and may be expressed through a brand slogan or tagline.

Why is Brand Value Statement important?

A brand value statement is crucial as it shapes the Brand’s personality and identity, influencing customer perceptions and behaviors. By conveying the values underlying the Brand, a brand value statement establishes the Brand’s vision and mission, distinguishing it from its competitors.

A brand value statement also acts as a guide for decision-making within the organization, contributing to a positive and cohesive corporate culture. By aligning their actions and behaviors with the Brand’s values, companies and brands can exhibit their commitment to ethical and responsible business practices.

Moreover, a brand value statement is a vital tool for shaping the Brand’s messaging and branding efforts, contributing to a consistent and authentic brand image. It can also inspire and guide employees, cultivating a sense of purpose and meaning within the organization.

In conclusion, a brand value statement is a proclamation that communicates the values underpinning a brand, reflecting the Brand’s purpose and mission. It is a vital tool for molding the Brand’s personality and identity and guiding the organization’s actions and behaviors.

What is a Brand Value Proposition?

Fundamentally, a brand value proposition serves as a distinctive declaration capturing the unique advantages, traits, and values that a brand brings to its patrons, setting it apart from market rivals. It often acts as the steering wheel for branding and marketing strategies, consistently conveyed to customers through various channels, including marketing efforts, branding, and messaging.

A brand value proposition can encapsulate diverse facets, spanning from the practical benefits of the Brand’s offerings and the emotional ties that the Brand establishes to the exclusive qualities that render the Brand distinct from its competitors.

Esteemed scholars have shed light on the concept of a brand value proposition, providing varying perspectives. Here are some noteworthy definitions:

“A statement that outlines the unique benefits, values, and characteristics that a brand offers to its customers, and that distinguishes it from its competitors.” (Aaker, 1996)

“A statement that reflects the unique value that a brand offers to its customers, and that distinguishes it from its competitors.” (Setiono, 2003)

“A statement that communicates the unique benefits and value that a brand offers to its customers, and that distinguishes it from its competitors.” (Henderson, 2005)

“A statement that outlines the unique benefits, values, and characteristics that a brand offers to its customers, and that demonstrates the brand’s value proposition.” (Ambler, 2006)

“A statement that reflects the unique value that a brand offers to its customers, and that distinguishes it from its competitors, based on the functional, emotional, and social benefits that it provides.” (Oswalt, 2007)

The brand value proposition is a cornerstone of branding. It carves out the unique identity and value of the Brand and molds customer perspectives and actions. A brand can carve out its niche among competitors and convey the benefits and values it provides to customers by clearly voicing its brand value proposition.

What is the difference between Brand Value Statement and Brand Value Proposition?

The concepts of a brand value proposition and a brand value statement, though interconnected, are unique in the realm of branding. A brand value statement acts as a message that echoes the foundational values of a brand, mirroring its purpose and mission. It’s frequently employed to navigate the Brand’s actions and behaviors and mold its image in the eyes of customers, employees, and other stakeholders.

Conversely, a brand value proposition is a distinctive declaration outlining the exclusive advantages, traits, and values that a brand delivers to its patrons, distinguishing it from market rivals. It’s frequently leveraged to steer branding and marketing strategies and is consistently conveyed to customers through messaging, branding, and marketing efforts.

In a nutshell, a brand value proposition shines a light on the unique advantages and values a brand provides to its customers. In contrast, a brand value statement reflects the core values anchoring a brand, embodying the company’s mission and vision.

Living your company’s brand values

Crafting your company’s brand values is a crucial first step. Yet, the real challenge lies in transforming these values from mere notions into a living, breathing part of your daily operations. For instance, if Efficiency forms part of your brand values, examine how this ethos is infused into your business operations, right from the resources employed in production to your customer service policies.

Once your company’s brand values are set in stone, it’s vital to weave them into your daily business operations to affirm your dedication to these values and shape your Brand’s image in the minds of your customers, employees, and stakeholders.

Here are some strategies to integrate brand values into your daily business:

Influence Decision-Making with your Brand Values: Ensure your brand values are in the spotlight when key business decisions are made. This practice aids in aligning your actions and behaviors with your brand values and fostering a positive and united corporate culture.

Infuse your Company Operations with Values: Contemplate how your brand values can be reflected in your everyday business operations, from your choice of shipping firms to employee perks like community service days.

Embed Values into your Customer Policies: Allow your brand values to seep into your interactions with customers. For example, do you offer post-sales services that cover repairs, thereby reducing waste?

Make your Employees Familiar with your Brand Values: Ensure your employees are well-versed with your brand values and comprehend how they’re expected to embody these values in their day-to-day tasks. This can be achieved through training, communication, and setting clear expectations aligning employee behavior with the brand values.

Blend your Brand Values into your Messaging and Branding: Let your brand values guide your messaging and branding endeavors. Make sure your communication with customers and stakeholders reflects your brand values.

Motivate Employees to Embody the Brand Values: Encourage your employees to personify your brand values in their work routine and offer them chances to live these values outside work as well. This strategy helps foster a culture of authenticity and alignment with your brand values.

By implementing these steps, you can seamlessly merge your brand values into your daily business operations, thereby showcasing your commitment to these values to your customers, employees, and stakeholders.

Evolving Brand Values

Although the birth of a company’s brand values often lies with its founder, these values are bound to morph over time, reflecting the growth and expansion of your business. This includes adapting to incorporate the values of new team members. Just as customers, employees also pay keen attention to brand values. Prospective employees seek more than just a salary; they are drawn to work that they find purposeful and meaningful.

Maintaining a continuously growing list of complex brand values that are hard to grasp and apply is impractical. However, as a leader, consider how your brand values may evolve over time to mirror your expanding business by collectively creating and revising brand values with your colleagues.