Using Brand Value Examples for Excellent Marketing

By Indeed Editorial Team

Published May 16, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Having well-defined values can help a business communicate meaningfully with their audience. With values that everybody within the organization knows and understands, every team member can more easily work towards a shared goal. When starting a business, rebranding a company, or crafting a new marketing strategy, studying some examples of brand values can be very helpful because it can provide context for what other businesses value and how those values appeal to their audience.

In this article, we explain why brand value examples are important, define what brand values are, share tips for choosing them, and provide several examples of brand values to consider.

Why are brand value examples important?

It can be beneficial to explore some brand value examples for several reasons. For instance, if you're involved in a company rebrand or a part of an organization's marketing department, it's important that you have a strong understanding of its values. If you're looking to define a brand's values, or for ways to reinforce those values, it's helpful to consider different examples for reference.

Beyond learning about different values, it can also be beneficial to understand how different brands embody, market, and implement those values internally. Looking at examples of other values that brands have adopted can provide some context for what competitors consider important and how they portray themselves to their audience. Knowing about other examples of brand values helps you decide on which values best suit a business.

What are brand values?

Brand values are the core principles a business believes in and represents. A business with well-defined brand values can more easily communicate the attributes that it finds important, and which factors guide their decision making. Values differ from other important tenets of a business, such as its goals that define what a business hopes to achieve. A brand value is a promise a company makes to consumers and itself to guide how they conduct business.

By choosing authentic and powerful brand values, a business can set itself apart from competitors. It's important for consumers to associate an idea with a business beyond the literal products it makes or the services it provides. Strong brand values also facilitate meaningful relationships with customers. Communicating brand values effectively can help you engage your target demographic. Consumers who share or respect the values of a brand are more likely to become loyal patrons of that business.

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Brand values vs. purposes and personalities

The values of a brand are not the same as the identity of a business. Values contribute to a business or organization's identity, but there are other factors to consider. One of these factors is purpose. Successful businesses have a well-defined purpose beyond simply making profits. It's often beneficial to frame purpose around how the business can positively affect people's lives. Even small businesses can successfully make people's lives better, easier, or more enjoyable.

Another thing to consider is the personality of a brand. Many consumers don't consider themselves to have a relationship with businesses they patronize. They often see the paradigm as one of seller and buyer. When a business imbues itself with a personality, it makes it easier for consumers to relate to that business and think of it in terms of human characteristics. Customers often feel more loyalty towards businesses they feel have created a product with them in mind. The tone of voice a business uses, its logo, and its imagery are all ways of communicating a brand's values and personality.

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Tips for choosing values for a brand

There are several different ways you can choose values for a brand. One common technique businesses use is to consider how their products or services make customers feel, or how they aspire to make customers feel. If a business aims to inspire a specific emotion in people, then it's often appropriate to make that emotion one of the brand's core values. Doing this helps keep everybody in the business focused on the ultimate aim of inspiring these feelings in customers or clients.

Another thing successful businesses consider is how they want consumers to think about their brand. Companies think about what words they want people to associate with their business. They can establish any of those words as the core values of their organization. It can also be helpful to go back and think of the business' purpose. Asking yourself why the business exists and what needs it fulfills can help you brainstorm some values for the brand.

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Brand value examples

To help you choose values to emphasize for a brand, the following is a list of potential brand values. There are no trademarks on these values and multiple businesses can have and emphasize the same values. Consider which of these principles or ideas might apply to the business you manage, or for which you market and advertise. Here are some brand value examples:


Adventure is a quality that many businesses choose to emphasize about their products or services. Adventure is fun, exciting, exhilarating, and it energizes people. If a product facilitates adventure or helps keep customers safe on their adventures, they're likely to associate its brand with all those positive aspects of adventuring.


Beauty is an inherently attractive attribute. Beauty is a positive value, even for companies that operate outside the beauty industry. If a product or service makes people feel beautiful, they're likely to have strong positive feelings about it. And if the products themselves are beautiful, you can emphasize their design and artisanship.


Many brand values are aspirational and convey attributes that people want to have. Sometimes values can just be comforting. If people associate a brand with comfort, coziness, and generally feeling good, they're likely to patronize that business when they want to relax or otherwise increase comfort in their lives.


People often respect those who are creative, and many try to be creative in their professions and hobbies. Consumers may want to buy products they see as being creatively designed and manufactured. They tend to use these products when they themselves are feeling creative.


Successful brand values can also be universal emotions, like happiness. People value their emotions and happiness, so when a product or service makes them feel good, they're more likely to associate a company or brand with that feeling. Businesses that consistently make people feel happy can have the potential to be successful.


Learning helps you improve yourself, succeed in school, and progress in your personal and professional life. Tools that help you learn are incredibly useful and valuable. Businesses that produce learning tools, and which themselves focus on the learning they do to innovate, can effectively establish positive relationships with their customers or clients.


Everybody is passionate about something, so it's easy to relate to a brand that values passion. Fostering people's passions and helping them pursue them is a great way to make a product or service invaluable. If you emphasize how passionate a brand is about making its products, people are more likely to respect those products knowing the dedication that went into making them.

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Consumers routinely shop with businesses they feel they can trust. You can create trust by emphasizing the reliability and dependability of products or services. Whether it's a product that lasts for a long time or one that can perform reliably, people value products and services that are reliable. Excellent customer service policies can also contribute to how reliable consumers consider a brand to be.


Sustainability is an increasingly important brand value and can have a positive effect on the environment while providing value to consumers. Sustainability is crucial to incorporate into business models, brand strategies, and marketing campaigns. The ecological impact different products and services have can be important to many consumers. If you can emphasize that products and services are good for the environment, people are more likely to feel good about patronizing the business.


The overall perceived value that a product or service provides is essential to maintaining a company's reputation and encouraging customer loyalty. Consumers want to get good value for money regardless of the product or service. Whether you establish the value of products by selling at reduced costs or by demonstrating their value over time with great longevity, people respect brands they believe provide them with good value.

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