What Are Brand Values and Why They Matter

Brand values are the principles and beliefs that define a company’s mission and its connection with the audience. They form the foundation of the brand platform. We observe how the brand pyramid helps structure these values. In this article, we explain what brand values are, how to define them, and why they are important for business.

How a Brand Platform Is Created

A brand platform brings together a company’s values, mission, and positioning. It begins with defining brand values—what the company stands for. For example, values may include sustainability, innovation, or accessibility. The process includes audience and competitor analysis to ensure the values are relevant and distinctive. The brand pyramid is often used for structure, with values at the base and the mission at the top.

The Role of the Brand Pyramid

The brand pyramid is a tool that organizes brand values and other elements. It breaks down the brand into levels—from basic attributes (product) to emotional layers (values and mission). This helps create a clear image that resonates with the audience. For instance, a brand that values sustainability might use its brand platform to emphasize eco-friendly materials. This approach makes the values clear to both customers and employees.

Why Brand Values Are Important

Brand values build emotional connections with customers, increasing loyalty. They help a company stand out and maintain consistency in communication. Clear values also guide internal processes—from hiring to product development. A business with well-defined values can more easily earn trust. Understanding their role helps companies create a brand that reflects their mission and appeals to their audience.