When you think about what makes the world’s most recognisable brands stand out, it almost always comes down to one thing: their brand values.
Transparent, authentic, and consistently lived out, strong brand values shape how customers perceive a business and foster loyalty that drives long-term growth. Studying successful companies is one of the most effective strategies you can adopt if you want to sharpen your brand identity or refresh your positioning.
In this article, you will discover eight companies whose brand values are worth stealing — and how you can adapt these principles to accelerate your business growth.
Key Takeaways
- Brand values shape your identity. They guide your business decisions and help build trust with customers.
- Involve your team. Engaging with key stakeholders ensures your values resonate across the company.
- Be consistent. Reflect your values in all touchpoints, from customer service to product offerings.
- Make values actionable. Ensure they influence day-to-day business practices, not just ideals.
- Align with your audience. Ensure your values meet the needs and expectations of your target market.
What Are Core Brand Values?
Core brand values are the guiding principles that define what your business stands for. They shape how you behave, communicate, and make internal and external decisions.
Think of your brand values as the foundation of your brand’s personality. They influence everything from your marketing tone of voice to how you engage with customers. When your brand values are clear and consistently reflected in your actions, you build a stronger emotional connection with your audience.
Research by Harvard Business Review shows that emotionally connected customers are more than twice as valuable as delighted customers. Strong brand values can differentiate between a one-off transaction and long-term loyalty in a competitive market like Singapore, where consumers are spoilt for choice.
Why Brands Need Core Values
Without core brand values, your business risks appearing inconsistent, unreliable, or easily replaceable. In today’s market, customers expect more than just good products or services — they want to align with brands whose values resonate with their own.
According to Edelman’s Trust Barometer 2024, 84% of consumers choose brands based on shared values. For you as a business owner or marketer, this means your brand values do not just influence customer perceptions — they directly impact your bottom line.
Strong brand values also guide internal culture. They help you attract like-minded employees, streamline decision-making, and foster a consistent brand experience at every touchpoint.
Whether refining your brand strategy or scaling your marketing efforts, a solid foundation of core values ensures that every campaign and communication aligns with a deeper purpose, making your brand more memorable and trusted.
8 Best Brand Values from the World’s Leading Brands
In the ever-evolving business world, brand values play a crucial role in shaping a company’s identity, driving customer loyalty, and setting it apart from the competition. The most successful global brands are those that stay true to their core values, using them as a compass to navigate their growth and maintain relevance.
In this section, we highlight the eight best brand values from some of the world’s leading brands and offer insights into how they integrate them into every aspect of their operations. By examining their approach, you can uncover valuable lessons to apply to your brand strategy.
1. Tom Ford
Tom Ford is a luxury brand synonymous with sophistication, confidence, and bold design. Founded in 2005 by the acclaimed designer Tom Ford, the brand quickly redefined modern glamour across fashion, beauty, and fragrance. Known for its sleek lines, daring elegance, and uncompromising quality, Tom Ford has become a global symbol of status and refinement.
The brand represents more than fashion — it embodies a lifestyle centred around individuality and power. Tom Ford’s brand philosophy extends beyond aesthetic appeal.
Every product, campaign, and store experience reflects a deep commitment to craftsmanship and authenticity. By maintaining tight creative control over every touchpoint, Tom Ford ensures that the brand remains consistent, aspirational, and unmistakably distinctive.
Tom Ford’s Brand Values
- Quality without Compromise: Tom Ford focuses on creating products of the highest craftsmanship and materials, ensuring exceptional quality in every item.
- Elegance with Edge: The brand champions classic sophistication fused with a modern, daring twist, appealing to confident and stylish individuals.
- Empowerment Through Style: Tom Ford believes fashion should empower the wearer, offering designs that exude strength, confidence, and individuality.
- Authenticity and Integrity: Every creation reflects Tom Ford’s vision and standards, emphasising authenticity and unwavering commitment to brand integrity.
2. IKEA
IKEA is a globally recognised brand renowned for its affordable, well-designed home furnishings that aim to improve everyday life. Founded in Sweden in 1943, IKEA has grown into a household name by focusing on innovation, sustainability, and democratic design. The brand’s mission, “to create a better everyday life for the many people”, is reflected in its wide range of products that balance function, quality, and low prices.
More than just furniture, IKEA champions sustainable living and social responsibility. Its approach to product development, supply chain management, and store operations consistently integrates environmental and community considerations, offering business owners a blueprint for purpose-driven growth.
IKEA’s Brand Values
- Togetherness: IKEA believes that collaboration and teamwork lead to better outcomes within and with its customers.
- Caring for People and the Planet: Sustainability is at the heart of IKEA’s operations, with a strong commitment to positive environmental and social impact.
- Cost-Consciousness: The brand maintains affordable pricing by continuously improving efficiency and resource management.
- Simplicity: IKEA embraces straightforwardness in communication, design, and business practices to remain accessible and straightforward.
- Renew and Improve: The brand believes in continuous development and always looks for ways to innovate and improve.
- Different with Meaning: IKEA prides itself on offering unique, meaningful solutions that challenge traditional living.
3. Spotify
Spotify, founded in 2006 as a Swedish startup, has revolutionised how people access and enjoy music. It has since transformed into the world’s leading audio streaming service. With over 600 million users globally, Spotify stands out for its massive library and commitment to democratising audio content, supporting creators, and personalising user experiences.
Spotify’s brand is built on innovation, inclusivity, and creativity. It empowers listeners to discover new voices while enabling artists of all sizes to connect directly with their audiences. For marketers, Spotify offers a compelling model of how brand values can drive platform loyalty and continuous growth.
Spotify’s Brand Values
- Innovation: Spotify constantly pioneers new technologies and formats to enhance music discovery and personalisation.
- Passion: The company promotes a passionate approach to music, creativity, and collaboration internally and externally.
- Collaboration: Spotify thrives on teamwork and partnerships within its organisation and with artists and brands.
- Playfulness: The brand embraces fun, curiosity, and an open-minded spirit in product development and branding.
- Sincerity: Authenticity underpins Spotify’s interactions with creators, listeners, and partners, fostering trust.
4. Netflix
Netflix started as a DVD rental company in 1997 but has become a dominant global entertainment force. Known for its groundbreaking move into streaming and original content production, Netflix redefined how audiences consume media. Today, it stands as a symbol of innovation, creative freedom, and customer obsession.
Netflix’s culture revolves around trust, responsibility, and performance. Business owners can learn valuable lessons from Netflix’s disciplined yet empowering approach to growth and its unwavering focus on customer-centricity.
Netflix’s Brand Values
- Judgment: Making wise decisions for the business and prioritising the best outcomes for users.
- Communication: Sharing information clearly and openly within teams and with stakeholders.
- Curiosity: Pursuing new ideas and innovations to stay ahead in a fast-changing industry.
- Courage: Taking smart risks and speaking up, even when uncomfortable.
- Passion: Loving what you do and inspiring others with your dedication.
- Selflessness: Prioritising what is best for the company and team over personal gain.
- Innovation: Seeking creative solutions to complex challenges.
5. L’Oréal
L’Oréal, founded in 1909, has grown into the world’s largest beauty company, driven by its mission: “to create beauty that moves the world.” With a diverse portfolio of brands, L’Oréal is committed to innovation, sustainability, and diversity, making it a global benchmark for responsible beauty.
For business owners and marketers, L’Oréal’s brand strategy showcases the power of blending heritage with forward-thinking initiatives. It balances its century-old expertise with a future-focused approach that champions inclusivity, ethical practices, and sustainable innovation.
L’Oréal’s Brand Values
- Passion for Innovation: L’Oréal invests heavily in R&D to create new beauty technologies and formulas, staying ahead of consumer needs.
- Pursuit of Excellence: The brand maintains the highest standards in product quality, marketing, and customer experience.
- Responsibility: L’Oréal commits to ethical business practices, sustainability, and positive social impact.
- Integrity: Transparency, honesty, and ethical decision-making are integral to the company’s operations.
- Respect: Respect for diversity, human rights, and the environment defines L’Oréal’s corporate ethos.
6. Apple
Apple needs little introduction as one of the world’s most valuable and recognisable brands. Founded in 1976, it is known for combining cutting-edge technology with user-centric design. Apple’s ethos revolves around simplicity, innovation, and an unwavering focus on enhancing the user experience. For marketers and business owners, Apple is a masterclass in how brand values can drive product development, marketing, and customer loyalty.
Apple’s Brand Values
- Innovation: Apple continually pushes the boundaries of what technology can do for consumers.
- Simplicity: Complex technology is presented in intuitive, accessible ways.
- Accessibility: Apple believes technology should be usable by everyone, regardless of ability.
- Environmental Responsibility: The company is committed to achieving carbon neutrality across its business.
- Privacy and Security: User data protection and privacy are positioned as fundamental human rights.
7. Google
Founded in 1998, Google’s mission — “to organise the world’s information and make it universally accessible and useful” — still drives its vast portfolio today. From Search to Android to Cloud services, Google’s brand values focus on innovation, accessibility, and user-first thinking. Google’s brand strategy offers a prime example of how consistency in values can support rapid diversification and expansion without diluting brand equity.
Google’s Brand Values
- Focus on the User: Everything Google builds is designed with the user’s needs as the top priority.
- Innovation and Excellence: Google continually seeks to push technological boundaries.
- Accessibility: Democratising information access is central to Google’s purpose.
- Integrity: Google emphasises responsible innovation, particularly around AI and data use.
- Sustainability: The company has committed to operating on 24/7 carbon-free energy by 2030.
8. Facebook (Meta)
Founded in 2004, Facebook, now rebranded as Meta, has evolved from a social networking site into a technology company focused on building the metaverse. Its mission remains: “to give people the power to build community and bring the world closer together.” Meta’s evolution shows how brands must sometimes redefine their values to stay relevant while still honouring their foundational principles.
Facebook/Meta’s Brand Values
- Give People a Voice: Empowering users to express themselves freely.
- Serve Everyone: Ensuring that all people, regardless of geography or background, can access and benefit from its services.
- Promote Economic Opportunity: Supporting businesses, especially small ones, through advertising and commerce tools.
- Build Connection: Designing technology to foster meaningful interactions.
- Keep People Safe and Respect Privacy: Investing in tools and processes to protect users’ security and data privacy.
| Brand | Why Their Brand Values Are Unique | How They Have Lived Up to Their Brand Values |
| Tom Ford | Tom Ford stands out for elevating individuality and craftsmanship to a luxury standard. The brand balances bold creativity with precision, offering a clear and consistent expression of self-confidence and exclusivity. | Tom Ford consistently lives its brand values through its meticulously crafted fashion, beauty, and fragrance lines, focusing on premium quality, attention to detail, and distinctive brand messaging. |
| IKEA | IKEA uniquely combines affordability, sustainability, and democratic design. It proves that good design and environmental responsibility can be accessible to everyone. | IKEA delivers on its values by offering cost-effective, functional products and maintaining its commitment to initiatives like its People & Planet Positive sustainability strategy. |
| Spotify | Spotify’s commitment to innovation, inclusivity, and user empowerment makes it a pioneer in personalising experiences at scale. It redefines how content is discovered and enjoyed globally. | Spotify has embodied these values through features like personalised playlists (Discover Weekly) and global initiatives that support diverse artists and communities while advancing audio innovation. |
| Netflix | Netflix’s brand values focus on people over processes, empowering creativity and individual accountability. Its agile, freedom-based culture fosters constant reinvention. | Netflix has demonstrated these values by disrupting traditional media models, giving creators creative freedom, and consistently producing diverse, high-quality content. |
| L’Oréal | L’Oréal integrates responsibility and innovation globally, making beauty a force for good, not just for profit. | The brand lives out its values through its L’Oréal for the Future sustainability commitments and promotes diversity and inclusion across all brand communications and internal operations. |
| Apple | Apple’s values are deeply embedded in every product, ensuring privacy, sustainability, and intuitive design are not afterthoughts but core features. | Apple stays true to its values by pioneering user privacy initiatives, advancing accessibility features, and committing to carbon neutrality. |
| Google’s consistent user-first approach and commitment to accessible, ethical innovation set it apart as a tech leader genuinely focused on positive impact. | Google shows dedication to its values by investing in AI ethics, universal accessibility efforts, and ambitious sustainability goals like operating entirely on carbon-free energy by 2030. | |
| Facebook (Meta) | Meta’s ambitious redefinition of itself around the metaverse showcases adaptability while keeping connection and empowerment at its core. | Meta proves its commitment by evolving its products, investing in privacy protection tools, and supporting community-building initiatives globally. |
How to Define Your Brand Value
Defining your brand values is foundational to creating a strong, authentic brand. These values serve as a guiding light for your business decisions, internal culture, and how you communicate with your audience.
Steps to Define Your Brand Values:
- Reflect on your business purpose: What drives your company and its mission?
- Involve key stakeholders: Gather input from your team, customers, and partners to ensure alignment.
- Identify core principles: Focus on values that matter to your business and audience.
- Make values actionable: Ensure they influence decisions and actions across your business.
- Consistency is key: Reflect your values in your messaging, customer service, and product offerings.
How Your Brand Values Shape Your Reputation
Image Credit: Isabel Talens
Your brand values are more than just words on a website or posters in your office; they are the backbone of your company’s identity and play a pivotal role in shaping your online reputation. When you stay true to your brand values, you create consistency in how customers perceive your business. This trust leads to stronger customer loyalty, positive word-of-mouth, and long-term success.
A brand that is transparent about its values and demonstrates them through actions is more likely to attract and retain a dedicated customer base. At MediaOne, we understand the importance of defining and living your brand values. As a professional branding company, we can help you establish a brand identity that reflects your core values, ensuring your business stands out and builds meaningful connections with your audience.
Start working with MediaOne today to refine your brand values and create a lasting, positive reputation.
Frequently Asked Questions
How do brand values influence employee engagement?
Brand values play a crucial role in employee engagement by fostering a sense of purpose and alignment with the company’s mission. When employees resonate with the brand’s core principles, job satisfaction, motivation, and retention are enhanced. A strong alignment between personal and organisational values can lead to a more committed and productive workforce.
Can brand values impact customer loyalty?
Yes, brand values significantly influence customer loyalty. Consumers are likelier to remain loyal to brands that share their values and demonstrate consistency in their actions. This alignment builds trust and emotional connections, leading to repeat business and positive word-of-mouth.
How can a company measure the effectiveness of its brand values?
Companies can measure the effectiveness of their brand values through customer feedback, employee surveys, and brand perception studies. Key performance indicators (KPIs) such as Net Promoter Score (NPS), customer retention rates, and employee satisfaction scores can provide insights into how well the brand values resonate with customers and staff.
Are brand values static or should they evolve?
Brand values should evolve to remain relevant and reflective of societal changes and business growth. While core principles may stay consistent, adapting values to address emerging issues and customer expectations ensures the brand remains authentic and connected to its audience.
How do brand values affect marketing strategies?
Brand values are integral to shaping marketing strategies. They influence messaging, campaign themes, and content creation, ensuring consistency across all touchpoints. Aligning marketing efforts with brand values helps attract the right audience and strengthens brand identity.
