Let’s be honest: most lists of “brand values” are only on paper; companies don’t live them. When building a brand, you might think of the brand values as buzzwords and just write pretty words on your website to look relevant and sassy.
Do you think it can position your brand as authentic and transparent? Nah. This can’t help you, as modern consumers can smell out inauthenticity from a mile away. Sure thing, there’s no such thing that makes your brand transparent and honest other than living your brand values.
In this quick read, you’ll get to know the real-world brand values examples that these companies are living by, win consumer trust, and build a loyal community. Let’s get started.
Brand values meaning
Brand values are a set of core beliefs that define a company’s identity, what it stands for, and inspire brand actions. These brand values direct every part of the strategic branding. Meanwhile, values are reflected in the company culture, customer interactions, community involvement, and environmental sustainability.
Why are brand values important?
The most important thing for any business is its consumers’ perception. As the brand has to get a special spot in its potential audience’s mind, it has to outsmart the competitors. And brand values help you gain that special spot.
Nearly 77% consumers choose brands that reflect their personal values. As a matter of fact, 53% of people say they feel connected when that brand’s values align with their own. And when consumers feel connected, it makes them loyal to your brand in the long run.
In addition, your employees are a vital spark of brand success. And making them connected with your company values makes them more engaged in work.
One of the Gallup surveys showed that employees who understand brand values and mission are 67% more engaged than others. Win-win. Meanwhile, engaged employees are more productive at work, retain longer, and create a positive impact on customer interaction.
How many brand values should a company have
Your list of brand values should not be so long and exaggerated that you can’t hold it.
You should ideally have four to five brand values that are meaningful and actionable. In the meantime, you can use them consistently in daily decisions and business operations.
In this way, you can live them and consumers can recall your values, which ultimately boost your brand identity.
Here is the list of brand values for inspiration before we dive into real-world corporate examples of brand values;
- Innovation
- Unity
- Wellness
- Efficiency
- Transparency
- Freedom
- Social responsibility
- Integrity
- Teamwork
- Honesty
- Sustainability
- Diversity and inclusion
- Empathy
- Compassion
- Creativity
3 Famous Brand Values Examples For Business
Unfortunately, not all companies express their core brand values. All they do is put a basic paragraph on the ‘About us’ page on the website that lacks the values and goals of the company.
But despite that, some brands truly articulate and live their core brand values in every brand interaction—that’s what makes them Great.
So here we gather the three famous brand values examples from real companies to get inspiration for your brand.
1. American Express
For many reasons, American Express stands above all others and has built a distinct identity. All because the brand has integrated its core values into its brand strategy. Here are the core brand values of American Express that it truly stands for.
1. Do What’s Right
What’s more important for a financial company than being trusted with customers’ money and data? And American Express (Amex) gains the trust by only doing right. This value set the foundation of the brand by doing everything reliably with consistency.
In the meantime, you can see the trust, security, and integrity in consumers because the brand offers sophisticated fraud detection systems, Centurion cardholders, and data security.
2. Fully back the Customers
Amex backs its customers in everything from delivering unparalleled products to providing personalized service and premium benefits. Below are some of the actions that hold the value of being fully committed to its customers.
- 24/7 Concierge Service
- World-class Customer Support
- Dispute Resolution
3. Great Quality and Excellence in Everything
American Express set the bar to deliver quality and excellence at every customer interaction with a talented team. Some of the noted aspects are its metal Amex card, partnership with high-end brands, and premium experiences that emphasize exclusivity and quality.
4. Respect for People
It means they promote a culture of mutual trust, accountability, and courageous dialogue. Living this value ensures every individual connected with American Express is valued for their unique contributions and feels empowered to speak up.
5. Diversity, Equity, and Inclusion
Furthermore, American Express is committed to nurturing an inclusive culture while providing equitable opportunities. American Express runs several concrete DEI (Diversity, Equity, and Inclusion) programs, such as Employee Network Groups (ENGs), Supplier diversity programs, and Inclusive hiring initiatives and partnerships with HBCUs (Historically Black Colleges and Universities).
2. Pantagonia
Patagonia is one of the most authentic and committed activist brands in the world. Let’s look at the Patagonia outdoor clothing brand values examples;
1. Quality
Patagoni believes in building quality products and delivering unparalleled services. For Pantagonia, quality spells urge them to create durable, functional, repairable, recyclable products that are eco-friendly. That is directly linked to its mission to save the home planet. And the brand lives this value as you see some aspects below;
- Durability: Using superior materials and construction to withstand extreme use.
- Ironclad Guarantee: The “Ironclad Guarantee” promises to repair any item, ensuring its longevity and reducing waste.
- Repair Services: Operating the largest garment repair facility in North America to extend the life of their products.
- Functionality: Relentless product testing to ensure performance meets the needs of climbers, surfers, and explorers.
2. Integrity
For Patagonia, Integrity means to walk the talk, and every action must contribute to protecting the environment. It’s about analyzing the brand practices and holding it accountable to achieve the objectives.
While the initiatives like the Supply Chain Environmental Responsibility Program, and donating 1% of sales to environmental causes make the brand honest. Moreover, the transfer of Ownership of the company to a trust and a nonprofit dedicated to funding environmental causes frames the brand transparently to its users.
3. Protect our home planet.
This value is a part of Patagonia’s mission, which is “We’re in business to save our home planet,”. That makes Patagonia’s brand more than just selling products; it’s more about benefiting Mother Earth and addressing the environmental crisis.
- 1% for the Planet: Donates 1% of total sales annually to environmental grassroots organizations.
- Activism & Advocacy: Regularly funds lawsuits and campaigns to protect public lands, wildlife, and biodiversity.
- Sustainable Materials: Relentlessly innovating to use recycled, regenerative, and responsibly sourced materials (e.g., recycled polyester, organic cotton).
- Worn Wear Program: Actively discourages consumption by repairing, reusing, and recycling gear to keep it out of landfills.
4. Equitable and antiracist.
Patagonia actively works to pull down systemic inequality within its own operations. As the brand values and cares about humans as much as it does about the environment.
Meanwhile, this brand value is in action both inside and outside their walls. The brand hires and supports fair, safe, and equitable labor practices. On top of that, Patagonia also donated to organizations, like the NAACP Legal Defense Fund, that fight for racial justice.
5. Not bound by convention.
This value means Patagonia embraces innovation over traditional business norms and offers unconventional solutions to environmental and social problems.
3. Samsung
Samsung brand values are at the heart of its identity as a global technology leader. They reflect a focus on innovation, quality, and positive social impact. Here are Samsung’s core brand values;
1. People
Every product that Samsung designs is to make the human experience better and better. While innovating, the brand’s goal is to facilitate people from around the globe.
How do they do it? Samsung has developed user-friendly technology and designed products for accessibility (e.g., Galaxy devices). In addition to that, Samsung also invests in employee development and well-being to boost its growth.
2. Excellence.
Second one, the Samsung value is offering excellence in product design and quality to customer service. The brand set the bar to achieve excellence through rigorous quality control, continuous product innovation, such as n foldable phone technology. From smartphones to appliances, Samsung aims to provide premium performance products.
3. Change.
Third is Samsung’s approach to change and embrace new technologies over time. They believe in leading technology, not following the rest, and that’s what the brand is doing.
Samsung is a pioneer of several technologies, such as telecommunications, display technology, and semiconductors. At the same time, the brand is willing to keep innovating and evolving, as it recently launched Galaxy AI in mobile.
4. Integrity.
Next, Samsung operates in an ethical way to guarantee honesty, fairness, and transparent corporate management. On top of respecting and building trust for all stakeholders, including customers, employees, business partners, and local communities.
5. Co-prosperity.
Last but not least, Samsung is strongly committed to social and environmental causes. The brand takes the responsibility as a global corporate citizen and prefers sustainability in business operations.
At the same time, the brand supports two-way relationships with partners and works to strengthen them through ethical and lawful support.
Closing remarks
In brief, you get to know that defining your brand values isn’t an abstract exercise—it’s a critical branding strategy.
As you’ve seen from all the examples above, strong values help employees, serve as a guide for product development, and set a standard for customer experience.
They differentiate you in a crowded market and attract an audience that shares your beliefs. So, use these brand values examples for inspiration, identify and codify what makes your own brand unique. Meanwhile, the clarity you gain will be your greatest competitive advantage.
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