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Values are principles or standards that govern thinking and behaviors. A brand’s values govern the organization’s decisions; policies; daily operations; and engagement with customers, vendors, and partners. Whereas mission and vision describe what the brand is and why it exists, values influence how the brand operates.

Create a list of what your brand values most; then rearrange the items on your list from most to least important. Your list may include the following:

 Customer satisfaction

 Innovation

 Continuous improvement

 Profitability

 Transparency

 Flexibility

 Personalization

 Teamwork

 Integrity

 Diversity, equity, and inclusion

 Relationships

Another approach is to write value statements, which are more like principles or policies, such as the following:

 Do the right thing.

 Have fun.

 Deliver the highest-quality products and customer service possible.

 Treat customers as they would like to be treated.

 Protect and preserve the environment.