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.
rigour
Functional Parent
traditions
Symbolic Parent
success
Symbolic Parent
quality
Symbolic Parent
domination
Functional Parent
prosperity
Symbolic Parent
order
Functional Parent
power
Relational Parent
prestige
Functional Parent
stability
Symbolic Parent
imagination
Relational Adult
personalisation
Experiential Adult
ingenuity
Experiential Adult
self-expression
Experiential Adult
inspiration
Relational Adult
creativity
Experiential Adult
structure
Symbolic Adult
do it yourself
Experiential Adult
variety
Experiential Adult
building blocks
Symbolic Adult
predictability
Functional Child
craft
Relational Child
family values
Symbolic Child
mindfulness
Relational Child
humanity
Functional Child
generosity
Functional Child
care
Relational Child
comfort
Relational Child
empathy
Relational Child
convenience
Functional Child
limitless
Experiential Parent
empowerment
Experiential Parent
futurism
Symbolic Parent
mystique
Functional Parent
innovation
Symbolic Parent
transformation
Functional Parent
magnitude
Functional Parent
intuition
Symbolic Parent
enablement
Relational Parent
universe
Experiential Parent
risk
Functional Adult
boldness
Symbolic Adult
underground
Functional Adult
brutal honesty
Symbolic Adult
revolution
Symbolic Adult
denial
Experiential Adult
shock
Functional Adult
disruption
Experiential Adult
reformation
Symbolic Adult
protest
Functional Adult
joy of victory
Experiential Child
championship
Experiential Child
fight
Experiential Child
energy
Experiential Child
ambition
Experiential Child
competition
Functional Child
overcoming
Functional Child
challenge
Functional Child
speed
Functional Child
courage
Symbolic Child
laughter
Experiential Parent
candor
Experiential Parent
immediacy
Relational Parent
live in the now
Experiential Parent
self-irony
Symbolic Parent
sarcasm
Experiential Parent
game
Experiential Parent
entertainment
Experiential Parent
joke
Relational Parent
folly
Symbolic Parent
pleasure
Experiential Adult
passion
Experiential Adult
intimacy
Relational Adult
elegance
Symbolic Adult
savouring
Experiential Adult
romance
Symbolic Adult
aesthetics
Symbolic Adult
sensuality
Experiential Adult
flirt
Relational Adult
temptation
Experiential Adult
affordability
Functional Child
simplicity
Functional Child
utility
Functional Child
benefit
Functional Child
down to earth
Symbolic Child
connection
Relational Child
relevance
Functional Child
equality
Relational Child
belonging
Relational Child
joint efforts
Relational Child
knowledge-sharing
Functional Parent
analytics
Symbolic Parent
data
Functional Parent
proсess
Functional Parent
wisdom
Functional Parent
science
Symbolic Parent
detailing
Experiential Parent
technology
Functional Parent
learning
Symbolic Parent
construction
Functional Parent
mobility
Functional Adult
volatility
Symbolic Adult
autonomy
Relational Adult
freedom
Symbolic Adult
independence
Symbolic Adult
curiosity
Experiential Adult
adventure
Experiential Adult
experiment
Experiential Adult
restlessness
Functional Adult
pathway
Symbolic Adult
effortless
Functional Child
softness
Functional Child
sincerity
Relational Child
optimism
Symbolic Child
clarity
Experiential Child
nostalgia
Symbolic Child
casualness
Symbolic Child
loyalty
Relational Child
innocence
Symbolic Child
tenderness
Symbolic Child