brand glossary: values

Values, also known as Company, Corporate or Brand Values, is a set of beliefs or attributes that represent the code by which and organization lives and operates–its strengths and how it positively impacts people, communities and the marketplace. It is literally outlining what a company values above all else. These attributes guide the actions of the organization, and are embodied both in business practices as well as in employees, acting as a benchmark to measure performance and behaviors. They stem from the most core purpose and belief of an organization, and help deliver a brand’s promise in the marketplace.

Also know as: Company, Corporate or Brand values