Brand Value Cover - Agency 99
April 3, 2023

Why Are Brand Values So Important (And How to Define Them)?



Brands are more than just logos and catchy slogans. They are the sum of all the experiences and interactions that a customer has with a company.

Brand values are the guiding principles that shape a brand’s behavior, decisions, and actions.

They help to establish trust, loyalty, and emotional connections with customers.

In this article, we will explore why brand values are so important and how to define them.

What are brand values?

Brand values are the beliefs, principles, and ideals that guide a company’s behavior and decision-making, and shape its culture, personality, and identity.

Brand values can be anything, like honesty, innovation, quality, sustainability, and social responsibility, and can be communicated through various channels, such as messaging, visuals, products, and services.

When defined and communicated effectively, brand values can create emotional connections with customers, build trust and loyalty, and differentiate the brand from its competitors.

Why are brand values important?

Brand values provide a framework for decision-making, communication, and behavior, and help align the company’s internal and external stakeholders around a common set of beliefs.

Here are 5 reasons why brand values are important:

1. Differentiation

In a crowded marketplace, brands need to stand out from the competition. One way to do this is by defining and communicating their unique brand values. Brand values help to differentiate a brand by giving it a distinct personality and positioning.

2. Trust

Customers want to do business with brands that they trust. Brand values help to establish trust by communicating a brand’s commitments, beliefs, and principles. When customers know what a brand stands for, they are more likely to feel comfortable and confident in doing business with them.

3. Loyalty

Brand values can also help to build customer loyalty. When a brand aligns with a customer’s values and beliefs, they become loyal advocates. Customers who feel a strong emotional connection to a brand recommend it to others and continue to do business with it over time.

4. Consistency

Brand values help to ensure consistency in a brand’s messaging, tone, and behavior. When a brand has clearly defined values, it is easier to maintain a consistent brand voice across all touchpoints. This consistency helps to reinforce the brand’s identity and create a sense of trust and familiarity with customers.

5. Employee engagement

Brand values can also play a crucial role in engaging and motivating employees. When a brand has strong values that employees believe in, they are more likely to feel connected to the brand and motivated to deliver exceptional experiences to customers. This can lead to higher employee satisfaction, productivity, and retention.

How to define brand values

Defining brand values is a collaborative process that involves multiple stakeholders, including employees, customers, and leadership.

Here are 5 steps to define your values:

Step one: Gather insights

Start by gathering insights from various sources, including customer feedback, employee surveys, and industry research. This research can help identify key themes, trends, and values that resonate with your target audience.

Step two: Identify core values

Based on your research, identify a set of core values that represent the essence of your brand. These values should be unique, memorable, and relevant to your target audience.

Step three: Prioritize values

Once you have identified your core values, prioritize them based on their importance and relevance to your brand. Focus on the values that align with your brand’s purpose, mission, and vision.

Step four: Define values

For each value, define what it means in practical terms. How does this value guide your brand’s behavior and decision-making? What actions or behaviors are consistent with this value?

Step five: Communicate and reinforce values

Finally, communicate your brand values clearly and consistently across all touchpoints. Use your values to guide your messaging, tone, and behavior. Make sure that all employees are aware of the values and understand how they apply in their day-to-day work.


Brand values are essential to building a strong, differentiated, and trusted brand. They help to establish a brand’s personality, culture, and identity and create emotional connections with customers.

Defining brand values is a collaborative process that involves gathering insights, identifying core values, prioritizing values, defining values, and communicating values.

By defining and living your brand values, you can set your brand apart from the competition, build trust and loyalty with customers, and engage and motivate your employees to deliver exceptional experiences.

Looking to define or refine your brand values?

Contact us today, and let our team help you create a strong, differentiated, and trusted brand. 

Written by Agency 99

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