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Uncovering the Heart of Your Business: The Importance of Core Brand Values


When it comes to building a successful brand, it’s easy to get caught up in the day-to-day details of design, messaging and strategy. But at the heart of every great brand lies a set of core values that define its identity, purpose and relationship with its customers.

In this article, we’ll explore the concept of core values and why they’re so vital to a brand’s success. We’ll look at how to identify your brand’s core values, and we’ll discuss some examples of well-known companies that have put their core values into practice.

What are Core Brand Values?

Core values are the fundamental beliefs that drive a company’s actions and decisions. They provide a framework for creating a consistent brand experience and for making strategic decisions that align with the company’s overall mission and vision.

Core values aren’t something that can be simply chosen or assigned to a company. They need to be truly believed in and lived by the company’s leadership and employees. They serve as a guiding light for how a company should act and how it should treat customers, employees, partners and shareholders.

Why are Core Brand Values Important?

Core values are the foundation for a strong and authentic brand. They help to establish a company’s reputation and create a sense of trust and loyalty among customers. When a company is true to its core values, it demonstrates integrity and consistency, which are key to building a positive reputation.

Additionally, core values can serve as a catalyst for innovation and growth. When a company’s actions are aligned with its values, it can more easily identify opportunities and make strategic decisions that will drive progress.

Furthermore, core values can foster a strong culture within a company. When employees understand and buy into the company’s core values, they’re more likely to be engaged and motivated to contribute to the company’s success. This can lead to higher levels of productivity, job satisfaction, and employee retention.

Identifying Your Brand’s Core Values

So, how do you go about identifying your brand’s core values? The process can be both introspective and collaborative. Here’s a list of questions that can help you to get started:

  • What are the driving forces behind your company?
  • What do you stand for?
  • What are your company’s guiding principles?
  • What do you want to be known for?
  • What are the moral and ethical standards that guide your company’s actions?
  • What is the company’s purpose and how does it impact its customers?
  • How does the company wish to be perceived by its customers?
  • What values are important to your staff, partners and shareholders?

It may also be helpful to gather input from employees, customers, and other stakeholders to gain a well-rounded understanding of what your company represents.

Once you’ve identified a list of potential values, it’s important to narrow them down to a select few that truly define your brand. These should be values that are not only important to your company but also values that can be consistently demonstrated in your actions and decisions.

Examples of Core Brand Values in Action

Now that we’ve discussed the importance of core values and how to identify them, let’s take a look at a few examples of companies that have put their values into practice.


One well-known example is Patagonia, an outdoor clothing and gear company. Patagonia’s core values include environmental responsibility and sustainability. These values are evident in the company’s products, which are made with sustainable materials, and in its practices, such as using renewable energy in its stores and headquarters.

Man hiking through a beautiful mountain range at sunset, with Patagonia logo over the top.


Another example is TOMS, a shoe company that operates on the principle of “one for one.” For every pair of shoes sold, the company gives a pair of shoes to a child in need. This practice aligns with the company’s core value of giving back and making a positive impact on the world. TOMS has also expanded its giving beyond shoes, such as providing safe drinking water and promoting safe birth, in line with its core value.

A pair of TOMS shoes on a bed

Warby Parker

A third example is Warby Parker, an eyewear company, whose core values are affordability, style and giving back. Warby Parker makes affordable, stylish eyewear and for every pair of glasses sold, they provide a pair to someone in need through their “Buy a Pair, Give a Pair” program.

These companies have all identified and embodied their core values and, as a result, have built a loyal customer base and are well-respected in their industries for their values, reputation and ability to execute their mission.

A range of eyeglasses arrange around a Warby Parker branded box.

List of Common Core Brand Values

  1. Adventure
  2. Approachability
  3. Attention to detail
  4. Authenticity
  5. Belonging
  6. Bravery
  7. Charity
  8. Collaboration
  9. Compassion
  10. Craftsmanship
  11. Creativity
  12. Customer satisfaction
  13. Diligence
  14. Diversity
  15. Ease of use
  16. Education
  17. Empowerment
  18. Entertainment
  19. Enthusiasm
  20. Environment
  21. Equality
  22. Excellence
  23. Faith
  24. Family
  25. Fitness
  26. Flexibility
  27. Freedom
  28. Fun
  29. Generosity
  30. Health
  31. History
  32. Honesty
  33. Humility
  34. Humour
  35. Individuality
  36. Innovation
  37. Integrity
  38. Joy
  39. Justice
  40. Knowledge
  41. Logic
  42. Loyalty
  43. Mindfulness
  44. Optimism
  45. Organisation
  46. Originality
  47. Passion
  48. Personal development
  49. Positivity
  50. Power
  51. Precision
  52. Professionalism
  53. Quality
  54. Respect
  55. Responsibility
  56. Safety
  57. Sharing
  58. Simplicity
  59. Skill
  60. Speed
  61. Uniqueness
  62. Value

Core values are the heartbeat of a brand. They provide a sense of purpose and direction, help to establish trust and credibility, and foster a strong culture within a company. Identifying your brand’s core values is an important step in building a successful, authentic, and long-lasting brand.

It’s not enough to just list your core values and post them on the company website, they need to be lived and demonstrated in all aspects of the company’s operations. When a company’s actions and decisions are aligned with its core values, customers can sense that authenticity and integrity, which can lead to a strong, positive relationship and brand loyalty.

Small business owners, taking the time to identify and embody your core values is an investment in the long-term success and sustainability of your brand. It’s not just about what you do, but it’s also about why you do it, and that why is defined by your core values. Remember, your core values are the foundation of your brand, they define your identity, guide your decision making and shape your relationships with customers. Don’t let this opportunity slip by, unleash the power of your brand by identifying and living your core values.