List of 200 examples of brand values to get you started

Defining your core brand values can be a little tough at first. This massive list of 200 examples of brand values will get you back on track in no time!In this previous post, I went in-depth about what brand values are, and how you can define brand values that will enable you connect with your audience. In that post I included tips on how to make sure you’re choosing values that are unique and meaningful to your business.

Sometimes though, we need a bit more of a clear starting point, right? You probably have some idea of what is important to your business, but putting those thoughts into words is sometimes a bit tricky. For that reason, I’ve put together this list of examples of brand values that you can reference.

You may also be interested in my free guide to choosing authentic values for your business and how to use them to attract ideal clients. Get it here.

Don’t forget to be clear and specific

In case you haven’t read that previous post on core brand values though, let me quickly reiterate a point I made. While the list below has a lot of ideas, I strongly suggest thinking of ways to make these (rather generic) words more characteristic of your unique business. If a word like “reliability” stands out to you, ask yourself why. Make sure you can explain how your brand upholds such a value.

I like the way Coca-Cola define their brand values, by adding a short phrase to each one that further emphasises what is important to them.

  • Leadership: The courage to shape a better future.
  • Collaboration: Leverage collective genius.
  • Integrity: Be real
  • Accountability: If it is to be, it’s up to me.
  • Passion: Committed in heart and mind.
  • Diversity: As inclusive as our brands.
  • Quality: What we do, we do well.

Now, Coke’s a massive brand, so making big statements like “shape a better future” fits with their image. For small businesses, there’s no need to make such bold claims. In fact, you want to avoid choosing brand values that describe an idealised version of your business. Instead, focus on what you really do. Think about the way you improve the lives of your customers, no matter how small. What drives you to deliver a quality service?

Brand values list

Abundance
Acceptance
Accessibility
Accountability
Accuracy
Activeness
Adaptability
Adventure
Affection
Ambition
Appreciation
Approachability
Attention to detail
Balance
Beauty
Belonging
Bravery
Capability
Care
Change
Charity
Clarity
Cleanliness
Collaboration
Comfort
Commitment
Communication
Compassion
Confidence
Connection
Consistency
Control
Cooperation
Courage
Craftiness
Craftsmanship
Creativity
Credibility
Curiosity
Customer satisfaction
Customer-centric
Daring
Dedication
Dependability
Determination
Devotion
Dignity
Diligence
Directness
Discipline

Discovery
Discretion
Diversity
Dreams
Drive
Duty
Eagerness
Ease of use
Economy
Education
Effectiveness
Elegance
Empathy
Empowering
Energy
Engagement
Enjoyment
Entertainment
Enthusiasm
Entrepreneurship
Environment
Equality
Evolution
Excellence
Excitement
Exhilaration
Expertise
Exploration
Fairness
Faith
Family
Fame
Fascination
Fearlessness
Firmness
Fitness
Flexibility
Focus
Freedom
Freshness
Friendship
Fun
Generosity
Genius
Genuineness
Goodwill
Gratitude
Growth
Guidance
Happiness

Hard work
Harmony
Health
Heart
Heroism
History
Honesty
Honour
Hope
Humility
Humor
Imagination
Impact
Individuality
Innovation
Insight
Inspiration
Integrity
Intelligence
Intimacy
Intuition
Joy
Justice
Kindness
Knowledge
Leadership
Learning
Liveliness
Logic
Longevity
Love
Loyalty
Mastery
Mindfulness
Motivation
Neatness
Optimism
Organisation
Originality
Partnership
Passion
Patience
Peace
Perception
Performance
Persistence
Personal development
Playfulness
Poise
Polish

Popularity
Positivity
Potential
Power
Precision
Pride
Privacy
Productivity
Professionalism
Progress
Purity
Quality
Recognition
Reflection
Relationships
Reliability
Resilience
Resourcefulness
Respect
Responsibility
Safety
Satisfaction
Security
Sharing
Simplicity
Sincerity
Skill
Speed
Spontaneity
Stability
Strength
Success
Support
Sustainability
Talent
Teamwork
Thoughtfulness
Tolerance
Trust
Truth
Understanding
Uniqueness
Unity
Value
Variety
Virtue
Vision
Warmth
Welcoming
Wonder

To get a printable page of the full list along with my free how-to guide on choosing authentic values for your business, click here.

If you're having trouble figuring out your core brand values, this massive list of 200 examples of brand values may help!Last thoughts

So I think that makes a pretty comprehensive list! I hope it gives you somewhere to start as you focus in on what values you hold above all others in the running of your business. I would suggest choosing no more than about four brand values as a small business owner, and I do really encourage you to think beyond these basic examples and consider the values that make your business special and different from others.

If you feel like your brand needs some strengthening and you’re looking for help, learn more about working with me.

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