Integrity. Innovation. Collaboration.
Sound familiar?
Brand values often end up as a list of nice words that no one remembers, and no one uses.
But when they’re done well, they’re incredibly powerful. They shape culture, guide decisions, and show people what you actually stand for.
The key difference?
Real values are lived, not just listed.
They should feel:
→ Distinct (not interchangeable with another brand)
→ Actionable (you can see them in behaviour)
→ Slightly uncomfortable (they force choices)
One action to take this week:
Pick one of your values and ask: “What would this look like in practice this week?” If you can’t answer, it’s too vague.
Values aren’t there to sound good. They’re there to do something.
Next week, we’ll start translating all of this into positioning: where you sit and why it matters.
Know someone currently defining their values (or avoiding it altogether)? Send this their way—it might save them a rewrite later.