By Dario Cavallaro · Published · Updated
Do Brand Values Actually Matter (or Are They Wall Art)?
Words such as “integrity, innovation, excellence” leave room for interpretation. To make a values list useful, explain the behaviour each word calls for. Our test is practical: can you point to a decision that a stated value helped you make?
Where a values list can fall short
Broad words need context. What does integrity require when a deadline slips or a customer asks about a limitation? An aspiration can be useful, but distinguish it from behaviour you can already demonstrate. That distinction keeps the public claim aligned with what the business actually does.
The test: does it make you say no?
Consider a choice where following a value would be inconvenient. For Perspectism, “proof before pitch” means limiting claims to what the evidence supports, even when a stronger promise is tempting. This is a rule for our decisions, not evidence that a particular claim will sell better.
How to define values you’ll actually use
- Start with a short list. Three to five is a suggested starting range; adjust it to the decisions you need to make.
- Make them specific to your work. Add an example that explains what the value means in your business.
- Phrase them as behaviour. For example, “explain before selling” gives “helpfulness” a concrete action.
- Describe a trade-off. Explain what you would refuse or change to uphold the value.
Where values actually earn their keep
Real values are decision filters. They tell you which content to refuse, which clients aren’t a fit, how hard to push a CTA, and how to behave under pressure when a shortcut is tempting. That is the same job a good brand system can support. Review the examples as the business develops, and check whether your actions still match the values you publish.
Frequently asked questions
How many brand values should you have?
We suggest starting with three to five as a working range, not a rule. Keep enough to describe the decisions that matter, and give each one an example of how you would act on it.
How are values different from a mission?
A mission is what you’re trying to do; values are how you behave while doing it. The mission points at the goal; the values are the rules of conduct that should show up in real decisions.
What makes a brand value real instead of decoration?
Look for evidence in decisions: what would you do differently because of this value? A trade-off is a useful test, although applying a value does not always require sacrificing money or convenience.