How to Choose the Right Brand Values (+ Examples)

I always tell my clients that where your vision is the destination, your brand values help you decide how to get there. And if you’re not sure how to get there, your brand values can help you figure it out. This is because your brand values are more than just a list of words — they’re a framework that guides every decision you make about your company.

The best way to think about them is as the compass that tells you North from South, East from West so that no matter where life takes you, your brand will always stay true to who it is and what it stands for.

Your values are an important factor in setting you apart from other businesses and giving your customers insights into what it means to work with you. But your core values should be authentic to how you operate, not just something that sounds good on paper (or your website). That’s why it’s incredibly important to take the time to really think about what your company stands for.

How to choose the right brand values (for your business) graphic

As a solopreneur, your brand values are an extension of who you are.

While your business may be its own entity, as business owners, we often see a lot of crossover in our personal values that we bring over in our work.

When choosing brand values for your business, it’s important to consider what matters most to you and why. What are the things that drive you? How do those things align with your customers?

When you’re ready to get started on determining your own brand values, I recommend you start by writing a list of 5-10 words that describe what’s important to you in your business and then 5-10 that describe how you want your customers to feel when working with you. Next, take those lists and compare them side-by-side. What words from each list overlap or are the same? Those words will be a good starting point for your brand values.

Below I’ve compiled a list of common brand values examples to help you get started. As you review them, think about how they fit with your own business and what they mean to you personally.

Strategic Brand Values Examples

Strategic values are factors that lend to your brand’s authority in the market and help establish your expertise and reputation in your industry. Some strategic values that could enhance your brand‘s image and reputation include exceptional customer services, sustainable material sourcing, or ethics and accountability.

For example,

“At Amazon, we strive to be Earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online…”








Quality of Life


Experiential Brand Values Examples

By prioritizing experiential brand values that align with your customers’ needs and preferences, you can create a positive and memorable customer experience that sets your brand apart from competitors, builds loyalty, and drives growth.

“To provide our customers with a world-class customer experience that keeps their needs at the forefront of everything we do.”

“To offer products and services that are innovative, high quality, and affordable; and to deliver them in a way that makes our customers feel like they’re part of something bigger than just another transaction.”

“To help people find what they love by offering them an opportunity to connect with others who share similar passions or interests.”













Emotional Brand Values Examples

Apple is a brand that has mastered the art of connecting with its customers on an emotional level. By emphasizing values that resonate emotionally with its target audience, such as creativity, individualism, and innovation, Apple has built a loyal customer base that is passionate about its products. This emotional connection is a powerful tool for building strong customer relationships that drive long-term success.














You need to live your brand’s core values every day

It’s not enough to just list your brand values; you have to live them every day. By embodying your values in your every day, you can establish trust with your audience, differentiate your brand, attract ideal collaborators, create a positive workplace culture, and drive innovation and growth.

For example, Warby Parker is a popular online eyewear retailer founded on the idea that affordable luxury should be accessible to everyone — not just those with deep pockets. One of their main brand values is “to give back.” In order to live up to this value, Warby Parker donates one pair of glasses for every pair purchased through their buy a pair/give a pair program.

Your values should be at the heart of all marketing, so everyone knows what your brand stands for.

Authenticity and Alignment Matter

The key to developing your brand values really is to ensure they’re authentic and genuine. If you can’t find a way to align your brand with the values you want it to represent, then it might be time for a rebrand!

So, if you’re feeling stuck or unsure about your brand values, don’t be afraid to take a step back and reassess. It may seem daunting, but a rebrand can be a powerful tool for refocusing your business.


Are you ready to experience The Brand Glow Up!®? Transform your brand with our holistic strategy and empathy-driven design, unlocking your million-dollar potential.

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Lena Gosik-Wolfe Brand Strategist and Designer
Lena Gosik-Wolfe, founder of Lena Designs Studio, is a passionate brand strategist and designer with a mission to empower female entrepreneurs to build impactful brands. Leveraging her 10 years of experience, she creates authentic, purpose-driven brands that elevate leadership presence and propel clients to success in a competitive market.

How to Choose the Right Brand Values (+ Examples)