They aren’t all created equally.
Brand values are more than words on a website (or God forbid) printed on the office wall… They’re the essence of a company’s soul, a promise to its customers and employees alike. Done right, they inform your brand purpose and drive accountability, yet many brands approach their brand values in fundamentally flawed ways. This often results in a disconnect between what the brand claims to stand for and what it actually delivers.
As Charlena Millar puts it,
“Lasting brand value is earned when people see their own values authentically reflected in the organisation and choose to passionately live, breathe and share the company’s story”.
The Power of Authentic Brand Values
Many brands have successfully adopted powerful values that resonate deeply with their audience. The big three, Apple, Google, and Microsoft, consistently rank among the most valuable brands globally. Their success can be attributed to their clear, authentic, and consistently communicated values. Apple, for example, emphasises innovation and quality, which are reflected in every product they release. Google’s commitment to organising the world’s information and making it universally accessible and useful is evident in its continuous development of user-friendly services. Microsoft’s focus on empowering individuals and organisations to achieve more is the core of its brand identity.
Clear and relevant brand values are not just a marketing tool; they’re fundamental to a company’s internal and external success. These values are crucial in shaping employee behaviour, fostering accountability, and enhancing market position.
When brand values are clearly defined and communicated, they provide a framework for employees to understand what is expected of them and a clear understanding of the principles that should guide their actions and decisions, ensuring consistency in behaviour across the organisation.
Employees who resonate with the brand values are also more likely to feel engaged and motivated, finding greater meaning in their work, which leads to higher job satisfaction and retention. Clear values act as a moral compass, helping employees navigate complex situations and make decisions that align with the company’s principles. When employees understand and embrace the brand values, they are more likely to hold themselves and their peers accountable for upholding these standards.
Strong brand values also impact market position.
In a crowded market, clear and unique brand values help differentiate a company from its competitors, which is crucial for attracting and retaining customers and talent. Consistently living up to brand values builds trust with customers and accountability within your teams, investors, and other stakeholders.
According to Brand Finance, the top 100 brands by value in 2023 include giants like Amazon, Apple, and Google, with brand values of $299.3 billion, $297.5 billion, and $281.4 billion, respectively. These brands have built their value on their products and the strong, authentic values they consistently uphold.
A company known for its strong values is more attractive to top talent. Employees want to work for organisations that align with their personal values and offer a sense of purpose. Companies that consistently adhere to their values are seen as more credible and reliable, and this positive reputation can lead to increased customer loyalty and market share.
According to a study by the CIPD, a strong employer brand, which is closely tied to clear and relevant brand values, helps businesses compete for the best talent and establish credibility. Companies with a strong values-based culture are better positioned to adapt to changes and maintain a competitive edge.
Why Brands Fail
There are a million and one reasons why brands may fail. One of them is not effectively communicating their values and ensuring they support the broader business strategy and proposition.
In a saturated market, standing out is crucial. Brands that fail to differentiate themselves from competitors often struggle to gain traction. Clear and compelling communication is essential; without it, consumers may not understand or connect with the brand’s value proposition. Market trends and consumer preferences constantly evolve, and brands that do not adapt their strategies accordingly risk becoming obsolete. But it is a fine line to tread. Ignoring the social and economic concerns of the customer can put you out of touch with your audience, whilst jumping on a trending conversation can make you seem disingenuous.
Cliché Phrases
One of the most common pitfalls is the overuse of cliché phrases. Terms like “ambitious,” “expert,” and “customer-centric” are so ubiquitous that they have lost their impact. As Denise Lee Yohn points out, these words should be a given for any business. Instead of relying on these overused terms, brands should focus on what truly makes them unique and articulate values that genuinely reflect their mission and culture.
For example, phrases like “we take [x] to the next level” or “AI is the future of marketing” have become so overused that they no longer resonate with consumers. Instead, brands should aim to communicate their values in a specific, actionable, and meaningful way. It’s crucial to avoid certain words that have become so overused they no longer carry any real meaning. These words often fail to differentiate a brand, making the values seem generic and insincere.
Integrity, for instance, while important, should be a given for any business. Instead of stating it, demonstrate it through actions and specific commitments. Teamwork is another basic expectation. Rather than just mentioning it, focus on how your team collaborates uniquely or the exact outcomes of your teamwork.
Every business should prioritise being Customer-centric, but rather than say it, highlight specific ways you go above and beyond for your customers instead. Innovation is often overused without context; specify what innovation means for your brand and how it impacts your products or services. Excellence is a vague term that doesn’t convey much; be specific about what excellence looks like in your company and how you achieve it. Lastly, while passion is important, it’s better to show it through your brand’s actions and achievements rather than just stating it.
While many brands fall into the trap of using cliché phrases and failing to differentiate themselves, those that succeed do so by clearly articulating and consistently living their unique values. By focusing on authenticity, brands can build stronger connections with their audience and achieve lasting success.

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