Complete A-Z List of Brand Values

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    Brand values A-Z list_Be More You
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    BE MORE YOU | BRAND STRATEGIST, DESIGNER & SEO EXPERT

    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

    Brand designer and strategist with 20 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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