The Brand Value Card Deck is a playful yet structured method for defining your core brand values as a team. Brand values give meaning beyond products and services, they express what the brand stands for at its core. Clear values create emotional connection, strengthen differentiation, and ensure that teams act consistently across all touch points. When chosen intentionally, values simplify complexity and provide a stable foundation for culture, communication, and design.
Key elements of the Brand Values Card Deck
Which word best represents what your brand stands for?
Consider your brand’s character from three different perspectives:
How do you see the brand yourself?How is the brand positioned in the market?Which word would your customers use?
Advantages of using the Brand Values Card Deck
A clear set of values is therefore a powerful instrument for differentiating oneself in the market environment beyond the mere range of services offered. They are there to reduce over-complexity.
Alignment: Ensures all departments understand and embody the same set of values.
Focus: Reduces complexity and sharpens strategic decisions by establishing clear priorities.
Differentiation: Strengthens brand recognition by linking emotional associations to the brand identity.
Cultural anchoring: Helps build a company culture based on shared principles and behaviours.
Customer connection: Encourages identification by reflecting values that matter to the target audience.
Defining your Brand Values
Start by examining the brand from three perspectives: the internal view, the market view, and the customer view. Select one term per perspective that captures character, culture, and excellence without slipping into generic or overused vocabulary. Align as a team on the final set of values and translate them into behaviours, rituals, and communication principles. The more consistently values show up in daily decisions, design, and customer interaction, the more credible and memorable the brand becomes.
