Shape Your Culture Through Your Core Values (Examples Provided)

Shape Your Culture Through Your Core Values (Examples Provided)

Tell us what your core values are so we can craft your brand story.

When CEO and founder Ryo Kikuchi first started ZeBrand, it revolved around five core values: Brand new value, Having fun, Growth mindset, Respectful communication, and User appreciation. ZeBrand is a group of designers, entrepreneurs, innovators, and technologists who have roots in a type foundry with nearly 100 years of craft and design history.

Now, our core values are ingrained within us all. They give us the power to enhance our professional potential, and they only get stronger as time goes on.

The core values of a company help to ensure each and every member of staff is working towards the same common goal, and that they all share the same purpose. If you haven't decided on your brand's core values just yet, it's time to get started.

To help you find your potential, we're going to discuss what core values are, why they're essential, and we'll also discuss our list of core values to give you some inspiration.

Let's get started, shall we?

What Are Company Core Values?

Simply put, a company's core values are the beliefs, principles, and philosophies that drive the business toward greatness. They impact everybody and everything, from the employee experience to the customer relationship, along with any additional partners and shareholders.

The core values of a company shouldn't just be words that get thrown around. They should be honored and respected. Only then will you see the value in everything you do, and in turn, set the right example for many to follow.

Overall, core values are your company's DNA. They are what help to individualize you and set you apart from your competition. Without them in mind, no business decision should be made.

Why Are a Company's Core Values Important?

Sure, "fun" company culture is and always will be a meaningful part of any business. However, it's unfortunately not enough to drive performance on its own. Your employees want and need a real-time view of how their work is contributing to something larger than themselves.

A company culture that is both positive and productive has the power to create influential long-term partnerships with prospective clients and employees. But the benefits don't stop there. In fact, according to Forbes, over 50% of executives now agree that corporate culture can influence productivity, creativity, firm value, profitability, and growth rates.

Culture is intangible, it's a feeling present in the workplace, throughout the company, and if carried out perfectly, it even has the power to reach people outside your walls. So, how can you capture that unique feeling and focus on creating great culture?

Well, simply by identifying your company's core values. Only when you have done this can you better define your culture -your greater mission and your reason for existing beyond the products or services you provide.

The core values of a company light the way in every single interaction. From employees to prospects to long-term clientele, they paint the picture of who you are and what people can expect from you.

List of Core Values

Now that you know what core values are and why they're so important, we can dive into some inspirational examples from companies you're sure to have previously heard of.

First up, it's American Express.

American Express

  • Customer Commitment: We develop relationships that make a positive difference in our customers' lives.
  • Quality: We provide outstanding products and unsurpassed service that, together, deliver premium value to our customers.
  • Integrity: We uphold the highest standards of integrity in all of our actions.
  • Teamwork: We work together, across boundaries, to meet our customers' needs and help our company win.
  • Respect for People: We value our people, encourage their development and reward their performance.
  • Good Citizenship: We are good citizens in the communities in which we live and work.
  • A Will to Win: We exhibit a strong will to win in the marketplace and in every aspect of our business.
  • Personal Accountability: We are personally accountable for delivering on our commitments.

American Express is widely known for overdelivering. They don't just hit the bare minimum of polite and helpful customer service. They continue to go above and beyond to help their customers, even without any protocol in place.


  1. Focus on the user and all else will follow.
  2. It's best to do one thing really, really well.
  3. Fast is better than slow.
  4. Democracy on the web works.
  5. You don't need to be at your desk to need an answer.
  6. You can make money without doing evil.
  7. There's always more information out there.
  8. The need for information crosses all borders.
  9. You can be serious without a suit.
  10. Great just isn't good enough.

Google is a platform that is known worldwide. From children to the elderly and everyone in between, everyone has heard of Google. A life-changing business needs life-changing values, and as always, Google does not disappoint.

They refer to their values as ten things we know to be true, which were initially written when Google was just a few years old.

For each one of the ten values you see above, there is a corresponding paragraph fully explaining each of these tenets in detail. Evidently, this tech giant takes its values exceptionally seriously.


  • Act with uncompromising honesty and integrity in everything we do.
  • Satisfy our customers with innovative technology and superior quality, value and service.
  • Provide our investors an attractive return through sustainable, global growth.
  • Respect our social and physical environment around the world.
  • Value and develop our employees' diverse talents, initiative, and leadership.
  • Earn the admiration of all those associated with 3M worldwide.

While 3M may not be as well heard of as Google, it doesn't make them any less fierce. 3M is a global company that produces innovative technologies to change the world for the better, and while they do it, they boast over 88,000 employees globally.

As you can see, the core values that 3M chooses to live by revealing the deep appreciation for the environment, their employees, and their investors. They stick to their core values by investing in educational opportunities for potential future 3M employees.


At the beginning of this article, we briefly mentioned the core values here at ZeBrand. Now, we wanted to dive in a little deeper, providing you with our very own detailed list of core values.

  1. Brand new value: We bring new perspectives and ideas to the table that add new value.
  2. Having fun: We work hard, but we always remember to have fun while doing it.
  3. Growth mindset: We are always challenging ourselves to grow individually and collectively.
  4. Respectful communication: We communicate openly and frankly out of respect to one another.
  5. User appreciation: We appreciate our users and put them first.

ZeBrand is an online branding platform that helps you unlock your creative potential and build a brand that works for your business. We are a web-based algorithmic platform that allows entrepreneurs and emerging businesses to create unique brands that help them grow and succeed.

Strategic, transformative, and uniquely yours: Our algorithm works and learns with you to unearth your brand's potential. Through reflective processes and machine learning, we help you find your own path to success.

We are advocates for a future world in which anyone can openly and freely express their ideas, passions, and dreams. We believe that only then can we overcome boundaries and find common purpose and support in one another.

If you have just started a business, ZebBand can help you find your footing in the world. Whether you require assistance with your logo, defining your story and purpose, establishing your core values, or even designing a brand identity - we want to help you spread your vision to the world.

Interested in going further? It’s time to discover new paths, and they’re completely free.


Q: What is a core values statement?

A: A statement of core values clarifies how you require people in your organization to operate.

Q: How do I identify my company’s core values?

A: Review the list of examples you see above and get some inspiration. First, write down every value that resonates with you. Then, try to think of other things that inspire you, like people you admire, your experiences, related groups. Finally, identify a central theme, and put it all together.

Q: What are the 10 work ethics?

A: The ten work ethic traits are: appearance, attendance, attitude, character, communication, cooperation, organizational skills, productivity, respect, and teamwork.

Q: How do you write a company value statement?

A: In a company value statement, you should try to focus on your strengths. If you're not good at something as an organization, our professional guidance is that you should stay away from it. Think of who your values are for, speak to your audience, evoke emotion. We human beings feel a lot, so aim to understand your audience and level with them.

Shape Your Culture Through Your Core Values