Complete A-Z List of Brand Values

Brand values A-Z list_Be More You

Your brand values should be an integral part of building your brand. They’re an essential part of any brand strategy, and you should choose values that resonate strongly with who you are and what your brand stands for.

You’ll find over 350 different values in this comprehensive list, but it’s not exhaustive. Use this list as inspiration to drill down into a list of 4-5 key values for your business, and use those as the position you view every decision from.

The importance of Brand Values

It’s hard to overstate the importance of defining your values when it comes to creating a standout brand.

Your brand values are the guiding principles that can be used to define how you’ll approach every decision in your business- from the suppliers you choose to work with to shaping the customer experience and the services you offer, right down to the wording you choose.

It’s becoming increasingly important for consumers to buy from companies whose values align with their own. Values-led businesses can command a higher price and greater market share as companies like Toms with their buy 1 give 1 pledge, Patagonia with their focus on sustainability backed by free lifetime repairs and even Rihanna’s Savage X Fenty body-positive & inclusive underwear brand have proven.

As Conscious customers vote with their wallets, it’s important not just to choose our values wisely but to authentically embody them – the success of your brand may depend on it.

How to choose your Core Brand Values

You should aim to condense your values into 3-5 core brand values representing the guiding principles that define your identity. These are the things that are so important to your brand; without them you would cease to be what you are:

Imagine Disney without the magic, Zappos without the service or Dior without the luxury – it’s almost unthinkable.

To choose your core values,

  • start by jotting down all of the values that resonate from the list below
  • group similar values together in ‘value buckets’, e.g. joy, happiness and fun could all be grouped together.
  • From each bucket, choose the value that resonates the most.

Once you’ve got your shortlist, sit with them for a few days and see if they feel right for your brand.

Define your Brand Values

It’s important to understand that values can be defined and expressed differently by different people. For example the idea of ‘fun’, ‘happiness’ or even ‘adventure’ can be subjective.

The final stage in selecting your core values is defining what those values mean to you. For each core value, create a short sentence that defines that value for your brand i.e.

Happiness – we bring a smile to every moment.

Wellness – we prioritise physical & mental health.

Your core values should make sense for the type of brand you are, and they should be in alignment with your actions.

Communicating Your Brand Values

Once you’ve shortlisted, refined and defined your values don’t just leave them to sit in a brand strategy document, here are some ideas for how you can communicate your brand values:

  • Create a brand manifesto
  • Add them to your website’s About Page
  • Weave them into your brand design
  • Express them through your brand communications
  • Embody them through the customer experience
  • Communicate them to your staff / team members / suppliers
  • Remind yourself of them before every important meeting/ event
  • Use them as a barometer for business decisions.

Create a list of all the ways you could communicate your brand values to your audience, clients and wider community.

Brand Values A-B

Abundance
Accomplishment
Accountability
Accuracy
Achievement
Activated
Adaptability
Adoration
Adventure
Affection
Affluence
Alertness
Altruism
Amazement
Ambition
Amusement
Anticipation
Appreciation
Approachability

Articulacy
Assertiveness
Attentiveness
Attractiveness
Audacity
Availability
Awareness
Awe
Balance
Beauty
Being The Best
Belonging
Benevolence
Bliss
Bluntness
Boldness
Bravery
Brilliance

Brand Values C-D

Calmness
Camaraderie
Candour
Capability
Celebrity

Celebration
Certainty
Challenge
Change
Charity
Charm
Cheerfulness
Clarity
Cleanliness
Cleverness
Closeness
Comfort
Commitment
Compassion
Competence
Competition

Composure
Confidence
Congruency
Connection
Consistency
Contentment
Continuity
Contribution
Conviction
Conviviality
Coolness

Cooperation
Cordiality
Courage
Courtesy
Craftiness
Creativity
Credibility
Curiosity

Daring
Decisiveness
Decorum
Delight
Dependability
Depth
Desire
Determination
Devotion
Devoutness
Dignity
Diligence
Direction
Discipline
Discovery
Discretion
Diversity
Dreaming
Drive
Duty

Brand Values E-F

Eagerness
Ease
Education
Effectiveness
Efficiency
Elegance
Empathy
Empowerment
Encouragement
Endurance
Energy
Enjoyment
Entertainment
Enthusiasm

Equinimity
Ethics
Excellence

Excitement

Exhilaration
Expectancy
Expediency
Experience
Expertise
Exploration
Expressiveness
Extravagance
Extroversion
Exuberance
Fairness

Faith
Fame
Family

Fascination
Fashion

Fearlessness
Ferocity
Fierceness
Firmness
Fitness
Flexibility
Flow
Fluency
Focus
Fortitude
Frankness
Freedom
Friendliness
Frugality
Fun

Brand Values G-K

Gallantry
Generosity
Gentility
Giving
Grace
Gratitude
Gregariousness
Growth
Guidance
Happiness
Harmony
Health
Heart
Healing
Held

Helpfulness
Heroism
Honesty
Honour
Hopefulness
Hospitality

Humanity
Humility
Humour
Imagination
Impact
Independence
Individuality
Industry

Influence

Ingenuity
Insightfulness
Inspiration
Integrity
Intellect
Intelligence
Intensity
Introspection
Intuition
Inventiveness
Involvement
Joy
Justice
Kindness
Knowledge

Brand Values L-P

Leadership
Learning
Liberty
Liveliness
Logic
Love
Loyalty

Lykke

Majesty
Mastery
Meaning
Meekness
Mellowness
Meticulousness
Mindfulness
Modesty
Motivation
Mysteriousness

Non-conformity
No-nonsense
Obedience

Openmindedness
Optimism
Organization
Originality
Outlandishness
Outrageousness
Partnership
Patience
Passion
Peace
Perceptiveness
Perfection
Perkiness
Perseverance
Persistence

Persuasiveness
Philanthropy
Piety

Pleasantness
Pleasure


Poise
Polish
politeness

Popularity
Potency
Power
Practicality
Pragmatism
Precision
Preparedness
Presence
Pride
Privacy
Proactivity
Professionalism
Prosperity
Prudence
Punctuality
Purity

Quality

Brand Values R-S

Rationality
Realism
Reason
Reasonableness
Recognition
Recreation
Refinement
Reflection
Relaxation
Reliability
Relief
Resilience
Resolution
Resolve
Resourcefulness
Respect
Responsibility
Rest
Restraint
Richness

Sacrifice
Sanguinity
Satisfaction
Security
Self-control
Selflessness
self-expression
Self-reliance
Self-respect
Sensitivity
Serenity
Service
Sharing
Significance
Silliness
Simplicity
Sincerity
Skillfulness
Solidarity

Sophistication
Speed
Spirit
Spirituality
Spontaneity
Spunk
Stability
Status
Stealth
Stillness
Strength
Structure
Success
Support
Surprise

Sustainability
Sympathy
Synergy

Brand Values T-Z

Teaching
Teamwork
Temperance
Tenacity
Thankfulness
Thoroughness
Thoughtfulness
Traditionalism
Tranquillity
Transparency
Transcendence
Trust
Truth

Ubuntu

Unbiased

Virtue
Vision

Understanding
Uniqueness
Unity

Unorthodox

Unreserved

Upbeat

Uplifting
Utility
Valour
Variety

Versatile

Vibrant
Victory
Vigour

Virtue
Vision


Vivacity
Volunteering
Warmth

Watchfulness
Wealth

Wellness

Wholesome
Willfulness
Willingness
Winning
Wisdom
Wittiness
Wonder
Worthiness
Youthfulness
Zeal

Need help defining your brand values?

If you need help defining your brand values take a look at my 4-week brand mentoring programme. Alternatively, if you want help creating a brand that fully expresses and aligns with your values check out my brand design packages.

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Danielle Garber

Danielle Garber

I'm a brand designer and strategist with 19 years experience. I create and develop strategically aligned, stand out brands for coaches and consultants in the health & wellness, spiritual & personal development space. I help heart-centred entrepreneurs scale their impact and income through my integrative brand approach that encompasses strategy, design and brand-aligned SEO.

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