Brand Values Statement

Values without behaviors are just posters on a wall. Each value needs an action that proves you mean it.

The test of a real value: would the opposite also be a valid choice? 'We value quality' is meaningless (who doesn't?). 'We ship slower to ship better' is a real value.

BRAND VALUES

Template

Tone

Main copy

Great values are opinionated. 'We value integrity' is obvious. 'We choose transparency even when it's uncomfortable' is a real commitment. For each value, ask: what would we sacrifice for this?

Additional details

Leave empty, or add a brief intro about how your team uses these values in practice.

Live preview

1. [Value name — short, memorable phrase]
[2-3 sentences explaining what this means in practice. Include a concrete behavior or decision it drives.]

2. [Value name]
[What this means. How it shows up in daily decisions.]

3. [Value name]
[What this means. What you do — and don't do — because of it.]

4. [Value name]
[What this means. Include a specific example or rule.]

Tips to strengthen your text

3/4

✓Each value has a clear, actionable definition

○Values are specific, not generic platitudes

✓Includes concrete behaviors or examples

✓At least 3 values defined

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