Core Brand Values: Why They Are Key to Differentiating Your Brand | Brandfolder
To help understand how this concept of brand values affects companies, I am going to take a look at industry leaders that are doing a great job a promoting their companies brand principles.
American Express is a credit card company that prides itself on exemplary customer service in all aspects. The brand stays true to its mission statement
“Provide the world’s best customer experience every day.”
From the research I found the company lists its values as ; We back our customers - We make it great - We do what’s right - We respect people - We embrace diversity - We stand for inclusion - We win as a team - We support our communities
Adidas main object is to aid athletes performance in any way they can through sports apparel. Their mission statement says,
“We are committed to continuously strengthening our brands and products to improve our competitive position.”
Its core values are; Performance - Passion - Integrity - Diversity
Starbucks brew an extensive list of coffees, however, its success is due to the culture it has created. Their brand mission statement ,
“To inspire and nurture the human spirit - one person, one cup and one neighbourhood at a time.”
Creating a culture of warmth and belonging, where everyone is welcome - Delivering our very best in all we do, holding ourselves accountable for results - Acting with courage, challenging the status quo and finding new ways to grow our company and each other - Being present, connecting with transparency, dignity, and respect