Brand Values
Brand Values are fundamental beliefs and principles that define your brand's behavior and communication. They are divided into four types: Functional (utility, efficiency), Symbolic (innovation, romance), Experiential (inspiration, pleasure), and Relational (care, trust). Each value is connected to an archetype and helps form an emotional connection with the audience.
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Functional
transformation
risk
rigour
data
humanity
prestige
knowledge-sharing
construction
shock
underground
predictability
proсess
competition
utility
challenge
overcoming
affordability
relevance
domination
wisdom
order
simplicity
benefit
mystique
effortless
technology
convenience
mobility
softness
speed
magnitude
protest
generosity
restlessness
Symbolic
reformation
prosperity
brutal honesty
courage
volatility
building blocks
quality
family values
innocence
folly
structure
romance
independence
learning
down to earth
innovation
futurism
boldness
analytics
elegance
tenderness
stability
success
intuition
science
nostalgia
aesthetics
optimism
freedom
traditions
pathway
self-irony
casualness
revolution
Experiential
savouring
sensuality
passion
fight
candor
empowerment
game
variety
live in the now
pleasure
limitless
personalisation
universe
temptation
experiment
denial
do it yourself
clarity
ambition
ingenuity
energy
joy of victory
disruption
sarcasm
detailing
self-expression
creativity
adventure
curiosity
entertainment
laughter
championship
