Brand values

Some brands make an impact; others simply exist. The difference rarely lies in the logo. It lies in what a brand truly believes in and how it acts on those beliefs: its brand values.

Adesso
thyssenkrupp
Jokey
SYNQONY
Aurubis
Tacke+Lindemann

(Overview)

Brand Values:
—More Than Just a Mission Statement

Brand values are a brand’s long-term, stable beliefs. They define what the brand stands for, how it wants to be perceived, and how it guides employees and Customers. As such, they are the DNA strand of brand identity. In other words, they are the roots from which the brand essence, brand philosophy, and brand attitude grow. It’s important to note that brand values and corporate values are not the same thing. Corporate values contribute to the internal corporate culture, while brand values define how a corporate brand should be perceived externally.

We uncover your brand values—by providing clarity on your internal perspective, the customer’s perspective, and the competitive landscape. Together with your brand purpose, these values help us create differentiation and relevance, strengthen your employer branding, and ensure consistency at every touchpoint. We prioritize the core values upon which everything else is built: no generic terms, just values that truly fit your brand.

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FAQs on Brand Values

What are some examples of brand values?
Brand values can include sustainability, honesty, courage, humanity, innovation, or quality. What matters is not the term itself, but how it is concretely reflected in the brand’s actions.
Corporate values are inward-facing. They shape corporate culture and teamwork. Brand values are outward-facing. They define how the brand should be perceived by customers and the public.
Brand values are the foundation; the brand essence is the distillation of those values. The brand essence captures what makes the brand unique and builds directly on those values. The brand essence and brand values are inseparable.
A brand’s purpose describes the “why” behind a brand—that is, why it exists and what contribution it makes. Together with the brand’s values, it provides direction and relevance. Values without a purpose seem arbitrary. A purpose without values remains empty.
Not through brainstorming, but through analysis. An internal perspective, the customer’s viewpoint, and the competitive landscape provide the foundation. From this, core values are prioritized that underpin the entire brand system—from brand philosophy to brand communication.
Less is more. Three to five values that are truly put into practice are more powerful than ten that are listed on the website but disappear in everyday life.

(New business)

Contact person

Maximilian Kersten
Managing Director
0231 1772830
maximilian.kersten@schwarz-matt.com
LinkedIn
Why Brand Values Do More Than Just Motivate

Brand values aren’t just a poster in the break room. They’re the compass that guides decisions, communication, and behavior—both internally and externally. Companies that have clearly defined their brand values communicate more consistently, position themselves more sharply, and build trust more quickly. Companies that fail to do so realize this, at the very latest, when their brand communication seems arbitrary, employees fail to identify with the brand, or customers fail to form an emotional connection. Brand values—such as sustainability, courage, or honesty—may sound generic at first, but they become a point of differentiation as soon as they are concretely reflected in actions. Brand identity without values is an empty shell.

Brand Values as a Strategic Foundation, Not Just a Marketing Phrase

Strong brands know what they stand for. And they prove it every day—at every touchpoint, in every decision, in every campaign. Brand essence and brand values are inseparable: The essence distills what the values embody. Brand purpose sets the direction; brand values provide the framework. Together, they ensure relevance and brand integrity that endure even in times of AI, disruption, and changing consumer behavior. As a branding agency in North Rhine-Westphalia, we develop brand values for companies in Dortmund, Cologne, and Münster —and throughout the D-A-CH region. No empty rhetoric. No generic terms. Values that work.