Today’s consumers have more choice than ever, which means they’re thinking carefully about the brands they support—and the values those brands represent.

Brand values are becoming a key factor in purchasing decisions, especially for Gen Z. But that raises an important question: how can a business decide what it truly stands for?

In this article, you’ll discover what brand values are, how to define them for your business, and the benefits of running a values-driven company. We’ll also highlight real-world examples of brands that lead with both purpose and authenticity.

What are brand values?

Brand values are the core principles that guide how a company operates—shaping everything from sourcing and production to customer experience and employee culture. They define how a business fulfills its mission, builds trust, and generates revenue in a way that aligns with its identity.

At their heart, brand values are the non-negotiable standards a company upholds, even when faced with easier or more profitable alternatives. As Marina Eckert, social and community lead at footwear brand Poppy Barley, explains: “We’ve developed five core brand values over the past years. They’re defined enough that we can look to them in our everyday business activities, as well as when we make decisions for our company.”

In short, brand values represent how a company chooses to show up in the world—consistently, authentically, and even when no one is watching.

The benefits of running a company centered on brand values

Building a business around clear, enduring brand values can set you apart in a crowded market. More than just words on a page, strong values help create lasting connections with customers who want to support companies they trust.

Consider this: 77% of consumers say they care about the environmental impact of the products they purchase. Brands that weave sustainability into their core values are far more likely to resonate with these buyers.

Beyond sustainability, there are many ways values-driven branding can strengthen your business. Let’s explore the key benefits—and how putting values at the heart of your strategy can positively shape growth and customer loyalty.

Acquire new customers

Today’s buyers want more than just quality products—they want to support brands that reflect their own values. Whether it’s footwear or fabric softener, consumers are paying closer attention to the companies behind the products they purchase. Many are more environmentally and ethically conscious than ever, choosing businesses that align with their personal beliefs.

But buzzwords alone won’t cut it. Shoppers are increasingly wary of greenwashing and often research to see if a brand’s claims are authentic.

Take Common Heir, for example. Sustainability is at the core of its mission, and that commitment is front and center on the brand’s homepage. According to the Future of Commerce report, consumers are four times more likely to buy from a company whose values align with their own. “Oftentimes, I find that customers interact with us and say, ‘I love your company. And I love your values. What you stand for is awesome,’” says Marina Eckert of Poppy Barley. “People choose our company because we act with these values in mind and try to articulate them well.”

By clearly defining and communicating your brand values, you’ll attract socially and environmentally conscious consumers who are actively searching for better businesses to support.

Build brand affinity and loyalty

With competing products just a Google search or Instagram scroll away, keeping customers loyal has never been harder. But leading with core brand values can transform one-time buyers into long-term advocates—fueling years, or even decades, of brand loyalty.

Research backs this up. The Future of Commerce report shows that sustainable business practices strongly appeal to consumers. In fact, half of global shoppers say their buying decisions are influenced by environmental, social, and governance concerns, often choosing brands with ethical practices and sustainable supply chains.

There’s also a deeper connection at play. Studies suggest customers experience a psychological “feel good” boost when making environmentally friendly purchases, alongside a social benefit tied to supporting sustainable consumption. When brands are purpose-driven, they give customers multiple reasons—emotional, social, and ethical—to return again and again.

Attract and retain employees

It’s not just customers who care about brand values—employees do, too. Research shows that companies with strong environmental standards and corporate responsibility often enjoy higher productivity and lower turnover. In other words, clear values don’t just attract loyal customers; they also draw in mission-driven team members.

Today’s job seekers want more than a paycheck. Many are eager to spend their 40-plus hours a week contributing to a mission they find meaningful. In fact, 56% of professionals say they’re more likely to stay with a company that has a credible sustainability agenda.

By defining core values—and even involving employees in shaping them—you can build a team that’s aligned with your mission. Whether it’s choosing sustainable suppliers or finding ways to give back to the community, employees who believe in your values are more likely to carry them out with pride and purpose.

Improve business operations

While cutting corners may boost short-term profits, more businesses are recognizing that “fair” often beats “cheap” in the long run. By prioritizing ethical practices—such as vetting factory conditions and ensuring safe labor standards—companies can strengthen operations and protect their reputations.

In fact, 25% of businesses say one of their top supply-chain concerns is making sure manufacturing partners follow fair labor practices. Looking ahead, over a third plan to take a more holistic approach to sustainability, including distancing themselves from suppliers that don’t meet their standards.

Focusing on values like ethics and sustainability doesn’t just improve operations—it builds resilience, trust, and long-term growth.

Stand out from the competition

A strong brand story can set your business apart in ways that pricing alone never could. Instead of joining a race to the bottom, companies that compete on core values—like sustainability, ethics, or social impact—create a deeper point of difference.

The Future of Commerce report found that 44% of customers chose to buy from brands with a clear commitment to sustainability, while 41% supported brands that champion social causes. By leading with values such as environmental responsibility and social consciousness, you can distinguish your brand in a crowded market and attract customers who want more than just a product—they want purpose.

How to define your core brand values

Defining your brand values isn’t about copying corporate promises from another company’s website or Googling a list of “popular brand values.” Instead, your values should be authentic and unique to your business—clearly reflecting what you want to achieve and how you choose to get there.

While strong, intentional values can help attract conscious consumers, they also need to be realistic and achievable. The most effective brand values come from within your company’s mission and culture, not from following trends.

1. Take stock of what matters

Many brand values are rooted in an entrepreneur’s personal beliefs. The way a company operates—its production methods, hiring practices, and overall approach to business—often reflects what matters most to its leaders.

To identify the principles that should guide your brand, start by asking yourself:

What impact do I want my business to have on the world?
What frustrates me about how other companies operate?
Who are the individuals and businesses that inspire me?
How can I use my company as a vehicle for positive change?
What values do I want to instill in others?
What changes am I realistically willing and able to make?

These questions are valuable whether you’re just launching or reevaluating after years in business. It’s never too late—or too early—to define what matters and build a company that reflects those values.

2. Dig into your company’s pain points

No business is perfect—but defining core values can help hold your company accountable and guide it toward better practices. Start by examining areas where your business has struggled, and consider how these challenges can shape meaningful values.

Ask yourself questions like:

Where did we fall short operationally last quarter or last year?
What critical feedback have we received from customers?
What issues are consistently raised by employees?

Viewing business shortcomings as opportunities allows you to develop and implement core values that not only address challenges but also transform the way your company operates.

3. Decide on your values as a collective

While brand values often start with a founder’s vision, they naturally evolve as a company grows—adapting to include the perspectives and principles of new team members.

It’s important to avoid an ever-expanding list of values that can’t be realistically implemented. Instead, focus on a core set that reflects your company’s mission while allowing room to grow over time. By co-creating values with your team, employees are more likely to embrace and act on them in their daily work.

For example, MooShu Ice Cream founder Liz Mok integrates care for employee well-being into her brand values, from committing to a living wage to temporarily closing the shop during the pandemic to protect staff. This approach shows how shared values can guide real business decisions and strengthen company culture.

4. Borrow inspiration from great brands

While your brand values should be unique to your business, it’s perfectly fine to look to other companies for inspiration. Industry analysis helps you understand what competitors are doing and what values resonate with consumers—or even serve as non-negotiables in your market.

Some of the most successful businesses aren’t just innovative in their products—they lead with ethics and sustainability. Here are a few examples:

Poppy Barley designs durable products to encourage consumers to “buy less and buy better.” The company also prioritizes ethical production, ensuring workers can unionize, receive a living wage with benefits, and work in safe conditions with equal pay.
Patagonia donates 1% of sales to environmental groups and operates under values like “Cause no unnecessary harm” and “Use business to protect nature.”
Aloha is employee-owned, certified organic, and non-GMO, using profits to support organizations such as Conscious Alliance, Soul Fire Farm, and Social Works.
Encircled maintains transparency in manufacturing, uses sustainable fabrics and low-impact dyes, and pledges to “put the planet and people before profits, always.”

These brands demonstrate how clearly defined values can shape operations, inspire employees, and make a positive impact on the world—while also setting a standard for others to follow.

Living your company’s brand values

Defining your brand values is just the first step—putting them into practice every day is where the real impact happens. According to the Commerce Trends 2023 report, 41% of brands plan to be more transparent about their social impact, including their vision, goals, and progress. But how do you turn those plans into action?

The key is to embed your values into every aspect of your business. Keep them top of mind internally, communicate them clearly to customers, and consider making them official through certifications or public commitments. Living your values consistently helps build trust, loyalty, and a purpose-driven brand.

1. Embed them in your business

Your brand values should influence every part of your company. For example, if sustainability is a core value, ensure it’s reflected across operations—from the materials you use in products to your customer return policies.

Here are ways to integrate values into daily business practices:

Company operations: Beyond customer-facing activities, consider how your values show up internally—from the partners you choose for shipping to employee perks like volunteer days.
Customer policies: Extend your values to customer interactions. For instance, an after-sales policy that includes repairs can help minimize waste and reinforce sustainability.
Employee assessment: Recognize and promote team members who embody and champion your brand values in their work.

By evaluating areas like supply chain, hiring, and customer care, you can ensure your brand values remain consistent and influential across your entire business.

2. Make them front and center internally

Repetition is key when it comes to keeping your brand values top of mind. Highlight them consistently in both physical and digital spaces so your team sees and lives them every day.

Here are some ways to make your values visible internally:

Workspace presence: Display your brand values prominently in your office—at entrances, in boardrooms, or communal areas.
Employee onboarding: Introduce and explain your values to new hires from day one.
Company documentation: Maintain a central document or file of your brand values that everyone can access.
Digital bookmarking: Pin your values in team communication tools, like Slack, to ensure regular visibility.
Meeting openings: Start key meetings, such as quarterly all-hands calls, by discussing your brand values and letting them guide the conversation.

Consistently showcasing your values helps embed them into your company culture and ensures they remain a guiding force in daily operations.

3. Communicate them to customers

To attract new buyers and build lasting customer relationships, make sure your brand values are visible across all marketing touchpoints.

Here are key ways to share your values with customers:

Website: Use your About Us page and other key sections to tell your company’s story, explaining your values and why they matter.
Packaging: Incorporate brand storytelling into your packaging, using icons or text to highlight what your company stands for at a glance.
Marketing: Reinforce your values consistently across social media, email campaigns, and other marketing channels.

For example, Selva Negra showcases its small business values on every customer touchpoint. By clearly communicating your values, you’ll attract conscious consumers who are more likely to choose your brand over competitors.

4. Make it official

While your company can do good informally, formalizing your commitment through certifications adds credibility and accountability. For example, becoming a B Corporation, certified by B Lab, signals that your business meets high standards for social and environmental performance, accountability, and transparency.

Poppy Barley is a Certified B Corporation, considering “purpose, people, and profit” in every decision. “Every couple of years, we need to resubmit our application to make sure that we are still living true to that,” says Marina Eckert. “That’s one way to check yourself and ensure your values are being lived accurately.”

The company emphasizes ethical production, using responsible materials, sustainable packaging, and durable products to reduce waste. Poppy Barley also leverages its business as a vehicle to empower people and protect the planet. Since 2018, profits from its busiest shopping day, Black Friday, have been donated to organizations such as the Lois Hole Hospital for Women, The Nature Conservancy of Canada, and Water First.

Beyond B Corporation certification, other certifications and pledges can help companies live their values, including:

Fairtrade International
1% for the Planet
USDA Organic

Pursuing and maintaining these certifications holds your business accountable—both internally and externally—for making socially and environmentally responsible choices as it grows.

Examples of brand values to inspire your strategy

While every company should define and execute values in a way that fits its unique mission, these examples can help guide your own strategy:

Ethical sourcing and manufacturing: Be intentional about where and how materials and products are sourced, avoiding exploitation and promoting empowerment.
Environmental consciousness: Implement sustainable practices, from eco-friendly packaging to carbon-neutral operations, keeping the planet top of mind.
Products built to last: Prioritize durability over fast fashion, offering goods that stand the test of time.
Diversity and inclusion: Foster inclusive hiring practices and make products accessible to a wide range of people, helping to change the status quo.
Operational transparency: Give customers a behind-the-scenes look at your operations, building trust and accountability.
Giving back to the community: Support the communities that surround your business through donations, volunteering, or other initiatives.
Caring about customers: Focus on delivering high-quality products and maintaining open lines of communication to prioritize the customer experience.

These types of values resonate with consumers as well. In fact, 52% of global shoppers are more likely to buy from companies that share their values. By clearly establishing and upholding your core brand values—from reducing waste to operating with integrity—you can attract customers who align with your mission.

Here are some real-world examples of brand values from sustainable and purpose-driven companies:

1. Nothing

Tech brand Nothing champions sustainability and community as its core values. The company engages customers through a dedicated community network and incorporates recyclable materials into its products.

Nothing’s values focus on community and sustainability, guiding both its operations and customer interactions.

2. DECEM

Low-ABV drinks brand DECEM emphasizes local and natural ingredients in its products. Proud of its British heritage, the company builds its brand story around quality, sustainability, and a connection to local sourcing.

Decem’s focus on natural, locally sourced ingredients reinforces its commitment to authenticity and community.

3. Misuko

Belgian drinks brand Misuko emphasizes innovation and positive change as its core values. The company highlights on its website that all products are certified organic, giving customers confidence in both quality and ethical sourcing.

Misuko inspires change through its commitment to organic, sustainable products.

4. François-Joseph Graf

Designer bag brand François-Joseph Graf focuses on luxury, handmade craftsmanship. The company emphasizes architectural leatherwork and meticulous design, with the founder actively involved in the workshop.

François-Joseph Graf’s values center on handmade, high-quality designs that showcase artistry and attention to detail.

The future of business: Your core values matter

Starting a business has never been easier—but with increased competition, standing out and winning loyal customers is more challenging than ever. Core values are a crucial part of your brand strategy, helping you attract new customers, build a values-aligned team, and foster long-term relationships.

By defining and truly living your brand values, you can create not only a stronger business but also a positive impact on the world.

Brand Values FAQ

What are brand values?
Brand values are the core principles that guide how a company operates—from sourcing products and delivering them to customers to how employees are treated. These values define how a company fulfills its mission, runs its business, and generates revenue.

What are examples of brand values?
Examples include ethical sourcing and manufacturing, environmental consciousness, products built to last, diversity and inclusion, operational transparency, and giving back to the community.

Why are brand values important?
Brand values help businesses attract new customers, build brand loyalty, retain and engage employees, improve operations, and stand out from the competition.

How should I choose my company’s brand values?
Select your brand values by reflecting on what matters most to you, identifying your company’s pain points, defining values collectively with your team, and drawing inspiration from other brands with strong, purpose-driven values.

What Are Brand Values? Definition and Complete Guide (2025)