Glossary

What are brand values?

Brand values are the three to five principles a company commits to in how it works and what it will not do.

Why it matters

Values shape hiring, service, and tone. Generic words such as quality and integrity do nothing; useful values are specific enough to guide a hard choice.

Example

A studio lists “say it plainly” as a value. Proposals, emails, and the website then avoid jargon on purpose.