150+ Brand Values Examples to Define Your Brand Identity
In today’s digital world, there’s an overwhelming number of services. Search for almost anything online, and you’ll get hundreds or even thousands of results.
So how does your brand stand out?
You don’t need to change your service. Instead, focus on showing your audience what makes your brand different. One of the most effective ways to do this is through brand values.
What are brand values?
Brand values are the principles and beliefs that guide your business. They define how your brand behaves, communicates, and makes decisions.
Your brand values help you:
Build trust and credibility
Connect with your ideal clients
Create a consistent and memorable brand identity
When clearly defined, your brand values become the foundation for your logo, website, messaging, and overall brand experience.
How to identify your brand values
Often, your personal values are reflected in your brand values. Ask yourself:
What matters most to me?
What do I want to share with the world?
What kind of experience do I want clients to have?
Take time to reflect. The more you understand yourself, the easier it is to build a brand that feels authentic and unique.
Example: the power of simplicity
Simplicity is one of my core brand values. Growing up in Japan, I was influenced by Japanese aesthetics, which value clarity, balance, and thoughtful restraint. My approach focuses on removing the nonessential, leaving only what truly matters.
In a fast-paced digital world, people make decisions in seconds. Simplicity ensures your message is clear, memorable, and easy to understand, helping your business attract the right clients naturally.
Why brand values matter
Brand values give your business a competitive edge. They help you attract clients who share your beliefs, boosting both loyalty and recognition.
According to Harvard Business Review:
"64% of consumers say sharing the same values with a brand is the main reason they have a relationship with it."
Choosing the right values ensures you attract your ideal clients and differentiate your business without competing only on price.
Do you feel stuck with your brand?
Book your 30-Minute Brand Clarity & Design Direction Session (with Pre-Review) and get clear, actionable guidance to move your brand forward.
Two rules for choosing brand values
1. Be authentic to who you are today
Choose values that reflect your current business and personal identity, not who you hope to be in the future.
For example, if you claim “quality” as a value but your website looks unprofessional, your audience will notice. Authenticity builds trust and credibility.
2. Make your values unique
Generic values like honesty or professionalism are expected. Add your personal spin to make your values memorable.
Example: Airbnb’s value “Be a Host” captures everything associated with hospitality—caring, welcoming, supportive—but in a unique, actionable way.
150+ Brand values examples
Here’s a comprehensive list of brand values you can use for inspiration:
Trust & Integrity: Accountability | Accuracy | Consistency | Dependability | Excellence | Integrity | Professionalism | Quality | Reliability | Transparency | Truth
Growth & Innovation: Adaptability | Creativity | Curiosity | Discovery | Entrepreneurship | Imagination | Impact | Innovation | Potential | Progress | Vision
Connection & Community: Caring | Collaboration | Compassion | Empathy | Friendship | Harmony | Kindness | Partnership | Respect | Support | Unity | Welcoming
Mindfulness & Soulful Living: Authenticity | Bravery | Calmness | Elegance | Freedom | Intuition | Mindfulness | Peace | Serenity | Simplicity | Timeless | Uniqueness
Success & Achievement: Adventure | Drive | Motivation | Persistence | Productivity | Progress | Prosperity | Purpose | Satisfaction | Success | Wealth | Vitality
…plus over 150 more values in our downloadable PDF.
Download the Full PDF of 150+ Brand Values Examples
How to use your brand values
Once you’ve defined your brand values, incorporate them into:
Your visual identity: logo, colors, typography
Your messaging: website copy, social media, client communication
Your business decisions: policies, customer experience, team culture
Your values should be consistent across every client touchpoint. Over time, services and visuals may evolve, but your core values remain constant.
When your values are authentic and unique, your brand stands out, creates emotional connections, and attracts clients who resonate with your mission.
FAQ
Why are brand values important?
They differentiate your business, build trust, and help attract clients aligned with your beliefs.
How many brand values should a small business have?
Focus on 3–5 core values. Too many can dilute your message and make your brand harder to remember.
What’s the difference between brand mission and brand values?
Mission: What you do and who you serve
Values: How you behave and the principles guiding your business
Once you’ve identified your brand values, the next step is translating them into a visual brand identity.
Hi I’m Natsumi,
I’m a New York–based Brand Clarity & Design Specialist with 20+ years in marketing and brand development. After building my career at leading media companies like Time Inc. and Condé Nast, I founded Natsumi Nishizumi Design to help small business owners quietly yet confidently connect with the clients who truly value their work.through Japanese-led design rooted in simplicity, refinement, and authenticity.
I offer one-on-one services including Brand Clarity & Design Direction Sessions and Custom Brand Identity design.
