The difference between company values and brand values?

Company values. Brand values

The difference between company values and brand values?

Company values reflect how you want your company and people to behave. It is how you want to be. In a study covering hundreds of companies the 10 most common company values are:

  • Teamwork
  • Customer-focused
  • Respect
  • Integrity
  • Passion
  • Innovation
  • Celebrate success
  • Accountability
  • Diversity
  • Leadership

Because it gets a bit unwieldy and difficult to absorb most companies choose four or five as their company values. And up it goes on a poster.

Brand values deal with how the market experiences you and this can differ widely from company to company. Brand values are about unique identification. Although the market forms the association, the marketer influences that association.

Nike’s brand values could be:

  • Authentic
  • Athletic
  • Performance
  • Inspired

Quite different from company values but where does the crossover come? 

Imagine if Nike did not have Integrity and Innovation as company values and just copied others’ products, the core brand values of Inspiration and Authentic would very quickly erode. And if they cut costs by manufacturing cheapie products, Customer-focused and Respect would soon fly out of the window.

It works both ways. If a brand made false promises, company values such as Integrity and Trust will disappear. Brand values and company values are different but actually govern each other.

If you need help in finding the crossover between company values and brand values, give me a call and let’s see if we can help you.


Gary Hendrickse
CEO Sherpa Brand Strategy and Design

Sherpa Brand & Design Agency
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