The 7 Best Practices for Upholding Your Brand’s Core Values

As a brand identity strategist, I’ve worked with countless businesses trying to stay true to their core values while navigating an ever-changing marketplace. Your brand values are more than just words on a mission statement—they are the foundation of your identity, shaping every interaction with customers, employees, and stakeholders. The strongest brands don’t just state their values; they live them in every action and decision. So, how do you ensure that your brand remains authentic and aligned with its core beliefs? Let’s explore seven best practices for upholding your brand’s core values, drawing inspiration from iconic brands that have mastered this art.

1. Lead by example: Apple’s visionary leadership
   A leader who embodies its core values is at the heart of every great brand. Apple, under the leadership of Steve Jobs, exemplified this principle. Jobs’ relentless pursuit of innovation, creativity, and excellence wasn’t just a corporate slogan—it was a way of life. His unwavering commitment to pushing boundaries influenced Apple’s culture, ensuring that innovation remained at the forefront of every product, marketing campaign, and customer experience. Leaders who live their brand’s values inspire employees to do the same, creating an authentic brand experience from the inside out.
2. Communicate openly and transparently: Patagonia’s environmental advocacy
   Trust is built through transparency, and few brands understand this better than Patagonia. By openly sharing its supply chain practices and advocating for environmental protection, Patagonia reinforces its commitment to sustainability. This honesty has cultivated a deeply loyal customer base that aligns with the brand’s mission. Transparency isn’t just about sharing successes; it’s also about owning up to challenges and demonstrating a commitment to continuous improvement.
3. Embed values in hiring and onboarding processes: Zappos’ culture of customer service
   A brand’s culture is only as strong as the people who uphold it. Zappos, known for its legendary customer service, ensures that its employees align with its core values from day one. The company prioritizes cultural fit in hiring, offering new employees a financial incentive to leave if they feel they don’t align with the brand’s values. This commitment to hiring the right people fosters a workforce that genuinely believes in and delivers on Zappos’ promise of exceptional service.
4. Empower employees to uphold values: Southwest Airlines’ culture of empowerment
   A brand’s values should be more than just corporate guidelines—they should empower employees to bring those values to life. Southwest Airlines is famous for its fun, people-first culture. Employees are encouraged to infuse their personality into customer interactions, from pilots cracking jokes to flight attendants going the extra mile. When employees are given the freedom to embody brand values in their own way, it creates an authentic and memorable customer experience.
5. Integrate values into performance management: Google’s focus on innovation and collaboration
   Values shouldn’t just be ideals—they should be measurable benchmarks for success. At Google, employees are assessed not only on performance but also on how well they collaborate and contribute to innovation. By weaving core values into performance reviews, training programs, and incentives, Google ensures that its values remain a driving force behind its continued success. Brands that integrate their values into every aspect of their operations create a culture where those values are actively lived, not just stated.
6. Foster a culture of accountability: Coca-Cola’s commitment to diversity and inclusion
   Holding an organization accountable to its values ensures they remain more than just words. Coca-Cola’s 5by20 initiative, aimed at empowering five million women entrepreneurs by 2020, demonstrates its commitment to diversity and inclusion. By setting tangible goals and holding itself accountable, Coca-Cola strengthens its brand’s reputation as a leader in social responsibility. Brands that take accountability seriously build trust with customers, employees, and the communities they serve.
7. Continuously evaluate and evolve: Amazon’s customer-centric approach
   A brand’s core values should be a guiding light, but they must also evolve with the changing landscape. Amazon’s commitment to customer obsession is evident in its relentless pursuit of innovation and efficiency. By continually refining its services based on customer feedback and market trends, Amazon ensures that its core value of prioritizing the customer remains at the heart of its business strategy. Brands that stay adaptable while remaining true to their foundational values are the ones that stand the test of time.

Living your brand’s values every day

Upholding your brand’s core values isn’t a one-time effort—it’s a continuous commitment. Brands that thrive are those that don’t just talk about their values but embed them into every facet of their operations. Whether it’s leading by example, fostering transparency, hiring the right people, or holding the organization accountable, these seven best practices will help ensure that your brand’s values remain strong and enduring. When your values are lived authentically, they become the foundation of a powerful, trusted, and enduring brand.