20 Examples of Successful Companies With Brand Values to Inspire You

If you’ve ever felt a deep connection to a brand—whether through trust, admiration, or a sense of belonging—it’s most likely due to the brand’s core values. These values serve as the cornerstone for a brand’s identity, directing decisions, establishing culture, and developing meaningful interactions with customers. But what are brand values, and why are they so important? In this post, I’ll explain what brand values are, why they’re important for any organization, and then provide some specific brand value examples that show their impact.

I’ll also discuss how to develop your brand values and incorporate them into your company’s DNA. Knowing and using brand values can make all the difference, whether you’re a new entrepreneur or an experienced business owner, in achieving success in the long term.

Key Takeaways

Brand values are the fundamental principles that shape a company’s identity, guiding its decisions, actions, and overall culture. They are essential in creating deep connections with customers, as they reflect the brand’s character and commitment to various stakeholders.
Strong brand values are crucial for several reasons. They attract loyal customers who share the brand’s beliefs, build a strong company culture with engaged employees, differentiate the brand from competitors, and help navigate challenges during crises.
Authentic brand values resonate more with customers and employees, fostering trust and loyalty. Companies must ensure their values are not just words but are reflected in their actions and business practices to maintain credibility and build strong relationships.
The article highlights successful companies like Everlane, Ben & Jerry’s, and Virgin Media, which clearly communicate and embody their brand values, demonstrating how these values can be effectively integrated into a brand’s identity and operations.
Companies are encouraged to not only identify and define their brand values but also incorporate them into every aspect of their business. From product development to marketing and customer interaction, consistent application of brand values is crucial for long-term success and relevance.

What Are Brand Values?

Brand values are the concepts and ideals that a firm upholds. They define what the brand reflects and how it does business. These values extend beyond the products or services provided; they reflect the brand’s character and devotion to its customers, staff, and society as a whole.

Think of brand values as your company’s moral compass. They influence every choice, from how you treat your employees to how you deal with customers. In today’s market, when customers are increasingly motivated by values and purposes, having clear and true brand values is more vital than ever.

For example, when I first launched my business, I knew my brand values would be central to everything I did. I wasn’t just delivering a product; I was making a commitment based on quality, integrity, and innovation. These beliefs were more than just words on a page; they were the guiding principles I followed every day, and they struck a chord with my customers.

The Importance of Brand Values

Brand values are more than simply a statement on your website; they define your brand and make it relatable, trustworthy, and memorable. According to an Accenture analysis from 2023, 62% of customers expect businesses to take an opinion on issues like sustainability, transparency, and fair work practices. This statistic emphasizes the relevance of brand values in the modern consumer landscape.

When a brand’s beliefs coincide with those of its customers, it forges a powerful bond that goes beyond the transactional. Customers are more inclined to be loyal, suggest the brand to others, and even overlook errors if they believe the brand reflects their values.

I recall having to make a difficult decision concerning a supplier that was not living up to our brand’s standards. Despite the possible financial loss, I elected to break ways with them because maintaining our commitment to quality and integrity was more important. That decision not only reinforced our brand’s principles but also increased customer trust and loyalty.

How to Identify Your Brand Values

If you’re wondering how to develop your own distinct brand values, begin by considering what distinguishes your company from the competitors. What are your beliefs? How would you like to be perceived by customers and employees?

You can also check for patterns in customer feedback; are there any themes that appear consistently in your audience research? For example, according to an Amazon survey, 87% of UK shoppers believe that brands should contribute to social change. Furthermore, two-thirds of consumers say they are more likely to buy from a brand that is willing to speak out on social concerns.

So, for example, if this corresponds with your target audience’s interests as well as your own brand beliefs and behaviors, social responsibility or sustainability might become one of your core values.

Once you’ve identified your essential brand values, ensure that they are effectively communicated to both customers and staff. Strong core values should guide all areas of the business, from the products or services you provide to how you design the customer experience and reward staff.

Now, let’s look at some examples of brand values to help you figure out what makes your business unique.

Core Brand Values Examples

See infographics to get you started, here are 20 examples of core brand values from which you might draw inspiration:

How to Use These Core Brand Values Examples

Consider how each of the core brand values examples given above can be applied to your own brand. Are any of them consistent with your current views and actions? Is there anything you could incorporate into your brand’s future mission and messaging?

Your brand’s values should not be a collection of barely relevant buzzwords. While it makes sense to start with a phrase list like the one provided above, your brand values must be transformed into something practical and actionable. For example:

If you choose sustainability as a core brand value, you should make an effort to incorporate environmentally friendly methods into your business operations or to offer sustainable products and services.

You can also incorporate this value into your message and advertising to emphasize what your brand is taking toward sustainability.

Remember that these values must be authentic to your brand’s identity; do not try to adopt values that are not backed by actions or beliefs. It’s also essential to continually analyze and reassess your values to ensure they still correspond with the path you want your brand to take.

Examples of Successful Companies With Brand Values

Whether it’s a small phrase on a homepage or a multi-media trip via an About page, I’ve compiled a list of my favorite companies that clearly and creatively convey their brand values. If you’re seeking methods to communicate your values and build deeper relationships with others, these brands could be the inspiration you need.

#1. Everlane

This clothing business aims to disrupt the fast-fashion sector with “radical transparency.” Their About page is an excellent example of their goal in action. First, they accomplish the arduous task of reducing their basic convictions into simple, powerful language (16 words, to be precise).

Next, they delve deeper into each value, demonstrating how they apply their values to their manufacturing process. They also put a literal face on the product and its manufacturing processes.

Best of all, they close the page with an infographic description of their pricing strategy, demonstrating how the company makes a profit while keeping costs fair. It is transparent from beginning to end, demonstrating that Everlane walks the walk in all aspects of its business.

#2. Hims

A solid About page does not have to be all about flashy features. Sometimes the most straightforward, sincere approach has the greatest impact. Visit the Hims About page. The brand offers men treatments for erectile dysfunction and hair loss, both of which are extremely sensitive topics. As a result, the brand communicates its objective with a short letter from the founder, addressed directly to the individual who visits their website.

It’s written in clear English and uses empathic language, following a straightforward approach—just like their products. It also includes the founder’s photo (rather than a formal headshot), which is a good touch that demonstrates to visitors that the firm is managed by genuine individuals who have faced similar challenges.

#3. Swell.

Swell does not waste time in introducing themselves and their values.

They tell you everything, from why Swell was formed (to eliminate the world of plastic water bottles) to their product design philosophy. Visitors gain an understanding of the brand’s history (it is now the fastest-growing female-owned company), as well as the essential work that it is doing with charities like UNICEF USA, BCRF, and RED. It’s the ideal summary of everything you want to know.

#4. Kashi

What does Kashi believe? They made it stand out with a visually appealing and engaging About page. The page contains a basic story conveyed through a parallax scroll.

In addition to its brand values and goals, the brand includes other interactive features such as ingredient information and a product timeline that depicts the brand’s evolution. Little features like hand-drawn images convey the impression that there are actual people behind the brand, emphasizing their objective of making cereal with authentic ingredients.

#5. Sonos

Sonos has impressively embraced brand storytelling. Their About page is a stunning scrolling story with a focus on people, motion graphics, and more. For a firm that sells high-quality audio speakers, the page exemplifies that hip, current vibe.

They’re very frugal with their words, delivering the story in concise blurbs that cover everything from their mission to their constant innovation (500 patents and counting!). It’s a creative approach that truly brings the brand to life.

#6. Virgin Media

Large organizations, such as Virgin, can easily fall into the trap of bland and generic goal statements. However, Virgin is known for its vibrant and edgy branding, as seen by the colorful depictions of its six core values.

In traditional Virgin style, their values are short, catchy phrases (for example, “Red Hot” and “Straight Up”) that pique your interest enough to make you click on each.

#7. WeWork

WeWork’s mission statement is undeniably appealing: “Create a world where people work to make a life, not just a living.”

As a result, the coworking space focuses on its people and brand values, including the founders, story, and team. While the page is quite straightforward, transparency is most important, especially in terms of their ideals. They provide explicit definitions for each value, ensuring that everyone understands what they mean—and how to hold them accountable.

#8. Zenefits

HR is all about people, and Zenefits, the HR platform, always puts people first. Their About page includes employee images, company achievements, videos, and values.

I especially like their brand values, which are purposely presented in clear, direct language. Even their bright, aggressive brand colors provide life to the website (which may otherwise be a dreary corporate stock page).

#9. NerdWallet

NerdWallet is a website full of practical financial advice for average people, and their About page is just one example of how they inject fun and enthusiasm into financial content.

Their ideals are supported with imaginative animations (pigs flying, anyone?) that bring their brand identity to life in an entertaining manner. This is absolutely not your father’s financial planning resource.

#10. Ben & Jerry’s

Ben & Jerry’s is concerned with more than simply manufacturing excellent ice cream; they also care about conducting business in a way that benefits everyone, from their suppliers to their neighbors.

And, as we can see from their values page, they are extremely open about how they conduct business and the issues they support. They provide all of the information you might ever want to know, from movies on their supply chain to spotlights on their ingredients, and encourage each visitor to learn more.

What are brand values and examples?

Brand values can be described as the fundamental ideals that a firm represents. They relate to the “ideals” that guide the brand’s actions, such as environmental responsibility, diversity, unity, or transparency.

What is a good brand value?

Here are a few good brand values:

Passion
Accountability
Collaboration
Diversity
Integrity
Leadership
Quality
Commitment to customers
Innovation

What are core brand values?

Core brand values establish your company’s purpose and contribute to its distinct identity.

How do you come up with brand values?

Here are the steps you can take to create and document your brand values:

Brainstorm with your team.
Consider the customer experience.
Identify values that resonate with your target audience.
Narrow down your list.
Add your values to your brand guidelines.
Be consistent.

Our Brand Values Implementation Checklist will help you integrate your brand values into every aspect of your business, building a stronger brand and fostering a positive company culture.

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Conclusion

Brand values serve as the cornerstone of a successful organization. By identifying your company’s values, you may strengthen its brand identity, attract loyal consumers, and build a more engaged and productive team. What are your company’s core values? Please share your ideas in the comments below.