Values are the beliefs and principles that drive the behaviour and conduct of a team. You'll be very hard pushed to find a truly successful company that doesn't have a clear set of values that are celebrated within their business and form the foundation on which they've built their culture.
Values are an important addition to any company strategy and can help keep everyone aligned, motivated and engaged with the purpose of your business and what you want to achieve in the world.
We've examined thousands of company values and pulled out a range of examples to help you begin to craft or refine your own.
Some are creative and inspiring, some are more standard and recognisable. Some companies here have opted for single words with immediate clarity, others have expanded and explained with emotive language and fuller sentences. Take a look through and get a feel for all the different approaches - when you find a set that really speaks to you, you've probably found your ideal style 👍
BBC Company Values
The BBC is a global broadcasting house that has creativity at it’s heart, so no surprise, their values are focused around that creativity, along with delivery and their audience…
A hugely important charity that improves the lives of those going through cancer. Their values focus on the emotional connection with their clients and team…
Raising Futures Kenya
The international development charity works on projects in Kenya with some support from the UK. Their values are focused around collaboration, compassion and inclusiveness.
Deliveroo have a lot of values! Perhaps too many? The food delivery company has become part of the UK vocabulary, particularly during the periods of lockdown. Their values focus on results and customers…
A global delivery and logistics giant, UPS have traditional/common values for corporates around integrity, innovation and efficiency…
The famous educational institute focuses on the excellence and authority of their team…
University of Sussex
Set in the south of England, the University of Sussex have values that are people focused…
University of Warwick
Similarly, the University of Warwick's values are focused on their people and a safe environment. Unusually for values, they are written as negatives (“We do not…”) in some cases, rather than the positive version.
The major entertainment company with operations in home gaming, film production and hardware, has fairly common values for corporations...but with Dreams & Curiosity standing out as a little different.
Rivalling Deliveroo for number, American Express has a whole collection of values. Accountability and quality feature highly, and, in general, the values show a desire to be successful in a competitive market.
Google treat their values in a very interesting way, framing them as 'Ten Things We Know to be True'. With this stance they can unite their people as 'believers' in a 'truth' - a powerful approach. They also offer a short paragraph of explanation on each, further bringing their values to life.
The communication platform has ensured their brand voice comes through in their values with the use of emojis. We like this approach, but then.... we do like our emojis here too 😜
As if lifting a heavy weight, The Gym values are ALL CAPS at time of writing. Heavily pulling on their industry, the values focus on people and the environment they operate within…
As you may expect given their size, Coca-Cola corporate values are the classic ones that are well-meaning but almost cliched…
Pizza company Domino’s has a series of values that focus on the community and their interaction...
A nice set of values, well-articulated from the famous breakfast company.
For such a complicated company, Mondelēz has a very simple set of top-end values.
The large hotel chain has a series of values that focus on the successful operation of their hotel chains, including teamwork, ownership and a sense of urgency in delivery…
Sports manufacturer Adidas sum their values up with four pillars…
Lego has a set of values that are interesting and engaging, designed to fit with their whole product range…
A simple and well-defined set of values are used to frame Walmart interactions…
On the face of it, budget supermarket Aldi have three simple values, though they explain that each of them lead to other behaviours/values. Consistency leads to Reliability, Responsibility to Reliability/Integrity, and Simplicity to Efficiency.
Build-a-Bear have gone with a pun-based set of values. Celebrate becomes Cele-bear-ate. Collaborate becomes Colla-bear-ate. Unfortunately they gave up midway, meaning the last three values have no bears which, for consistency, is un-bear-able.
IKEA have values that are very much in line with their brand, with a focus on their creativity and leadership…
While on the face of it Verizon have gone for common corporate values, they have also provided a deep dive approach to the four they have picked. If you’d like more information there’s a number of pages in their CSR report discussing their approach.
The large UK supermarket chain have values focused on their interaction with customers and the difference they make.
Birdseye Remote Services
A small example from the US, these truck yard security experts have set themselves 5 key values that underpin the work they do. A nice touch being their values acronym is I CARE.
Xero values are prefixed with a hashtag and are a nice example of a more unique set of words compared to standard corporate examples…
Tech giant Intel has a good set of values, avoiding the more common corporate words.
Another caps-based value set, this time from BMW Group. Their focus on trust which, given their product, is key to their brand.
Running 52 schools in 4 countries, Gems Education shows that values are key in all sectors.
A super simple set of values from United Airlines, given the complexity of their business, and all based around their flying.
In the UK the NHS has 6 core values that underpin their great work.
The global player is responsible for numerous well-known brands, such as Pampers and Kleenex. Their values come from the founders back in 1872…
The world’s biggest social network has key values that are key to their success…
A good set of values from the world’s largest professional social network, with a focus on membership and their network.
The world’s most famous coffee brand is built on four values around their culture and accountability.
Samsung talk about the Samsung Spirit, composed of 5 key values covering the way they operate themselves.
So, there you can see how differently, and, in some cases, how similarly, companies articulate their values. From short lists of punchy sentences, to long lists of single words. Whatever style resonated most with you, remember your own company values need to be just that - your own. Take inspiration from other companies but make sure you're reflecting what motivates and unites your people in your business.
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