What are brand values?

Brand values are the beliefs that matter most to your brand and those that inspire your community. Brand values are usually developed from experiences and relationships that have motivated your brand to exist.

Here are a few examples of brand values:

• Patagonia: Build the best product; cause no unnecessary harm; use business to protect nature, not bound by convention; and leave a difference in both society and environment.

• Ben & Jerry’s: Advance human rights and dignity; support social and economic justice and environmental protection, restoration, and regeneration; and change the world.

• Zenefits: Empathy over ego; operate with integrity; innovation for a greater good and act like an owner.

• Whole Foods: Sell the highest quality natural and organic foods; satisfy and delight our customers; promote team member growth and happiness; and practice win-win partnerships with our suppliers.

• Peloton: Put members first; operate with bias for action; empower teams of smart creatives; be the best place to work; and together we go far.