Core values are a crucial part of your brand. Not only do they guide your most important business decisions, but they also help you attract your ideal audience (and top candidates) when you take the time to thoroughly implement them in your company culture, strategy, and brand assets.
Some of the most important marketing platforms to focus on when integrating your core values into your branding are your website and social media. As the most prominent touchpoints for your brand, these are key places for ensuring you present yourself fully and authentically to your audience.
If you’re looking to better incorporate your brand values into your marketing assets, start by looking at other brands who are doing it well. There are many examples of brands who've done this exceptionally well, and following their lead is a great way to start building greater awareness, stronger connections, and deeper loyalty between you and your audience.
In this post, we’re sharing six different brands and the six different ways they’ve incorporated their values into digital marketing. Let these examples of leveraging brand values inspire you as you think about how to showcase your own brand.
Just keep in mind that each platform comes with its own nuances, and you don’t need to be on them all! Find the ones that work best for you and focus on making sure your brand values shine through.
Example #1: Four Seasons Shows Off Their Core Values on Their Website
Your website provides you with prime real estate for capturing your brand’s values–and that’s exactly what Four Seasons has done.
One of our favorite brands in terms of the way they create a unique brand experience for their audience and guests, they're our #1 example of brand values that shine through. Their attention to detail is outstanding, and it shows in the way they expertly integrate their values into their marketing.
While there are countless aspects to comment on, what stands out the most is their website and the way they communicate their brand values without ever listing them explicitly. Instead, their content describes their overall service culture, painting a picture of what they value by speaking to the service experience their guests can expect from them.
Paired with a sleek and minimal design, the Four Seasons website leaves visitors with a clear impression of who they are and what they value: working together to create an unforgettable, luxury experience for their guests to enjoy.
Think about how you can use your own website to show off your core values. While many brands list their core values outright, Four Seasons provides an example where their brand values are integrated into the design and content. How can you do the same?
Each social media platform provides different opportunities to connect with your audience and showcase your unique approach. When it comes to Instagram, your brand’s values and distinctive qualities are often conveyed through visuals–both still and video.
Known for championing innovation, authenticity, inspiration, and connection, Nike is an excellent example of brand values highlighted through Instagram. They use their Instagram platform to prioritize their value of raising up each and every athlete in the world.
For example, in this particular post, Nike commemorates the title wins of three professional, global tennis players who are wheelchair users by sharing photos of them in celebration or in action.
Their choice to highlight disabled athletes shows their commitment to celebrating the achievements of athletes of all backgrounds, experiences, and abilities.
Does your Instagram platform include examples of your brand values in action? Or, if you don’t use Instagram, are there other ways in which imagery plays a role in expressing your values?
Short and snappy, Twitter (and the many new iterations of it that have popped up recently) gives you a quick forum for reinforcing your brand’s values–just like Charmin does.
You would be hard pressed to find an American who doesn't think of Charmin for their bathroom needs, and it's not difficult to see why. The brand does an excellent job integrating their values into their social media profiles, which include comfort, cleanliness, efficiency, and strength.
Charmin's Twitter profile, in particular, is a great example of how to showcase your brand values in a seamless fashion. Their humorous tweets not only keep their followers entertained and engaged, but also call attention to the signature traits of their toilet paper.
For example, in this Tweet, Charmin promotes their Bear Hoodie with a playful take on a movie poster. The hoodie's depiction of the Charmin bear in sunglasses with its arms crossed over its chest—combined with the models' confident stances—evoke a sense of strength, while the messaging itself calls to the softness and comfort the brand is known for.
How can you condense your brand values into short, compelling soundbites that work for platforms like Twitter, Mastodon, or Bluesky? Try to think beyond simply rewriting your values word-for-word and instead jot down ideas for reinforcing the essence of your brand.
Example #4: The San Diego Zoo Leans into Short TikTok Videos to Share Their Values
@sandiegozoo Bat-eared foxes are very... unique. Their big ears help them keep cool and hear for all the little tasty insects. They're found in the short-grass savannas and scrublands of Eastern and Southern Africa where temperatures can easily reach 100 degrees F. #fox #whatisthat #sandiegoo ♬ Originalton - Annus💋
Video content isn’t going anywhere, and that’s a good thing! Video content, like that posted to TikTok, allows brands to connect more authentically with their audience than ever before. That makes TikTok and similar platforms a perfect avenue for sharing your brand values.
When it comes to branding yourself on social media, taking advantage of the unique traits of the platform itself can help you set yourself apart. San Diego Zoo's social media team understands this concept well, captivating their audience with adorable and educational TikToks that appeal to the platform's younger users.
In this TikTok, for example, the brand showcases their passion for nature and wildlife education with a cute video about bat-eared foxes. Using a trending audio, witty editing, and bite-sized facts in the video's description, they keep their audience engaged while teaching them about a lesser-known animal from the savannas of Africa.
If you were to create a short skit, video reel, or educational piece that encapsulated your brand’s values, what would it include? Challenge yourself to write up a 60-second script… and then film it!
Example #5: LEGO Uses YouTube to Connect Their Core Values to Their Audience
While short-form video content thrives on platforms like TikTok, YouTube remains the leader in the long-form video world. And here is yet another example of a place where you can celebrate and share your brand values.
LEGO does a phenomenal job of doing just this. They invest in creating thoughtful, entertaining content for all ages and in multiple languages, living up to their values of imagination, creativity, fun, learning, caring, and quality.
The brand produces a variety of videos on its channel, including its LEGO animation series, LEGO songs, behind-the-scenes explorations with LEGO designers, and more. In this particular video, the brand spotlights Caitlin Kalinowski, who turned her childhood fascination with building LEGOs into an engineering career.
LEGO's commitment to creating unique content that aligns with their values is what makes it one of the biggest creators on the platform and contributes to its ongoing success as an internationally-beloved brand.
Long-form video might seem intimidating, but you can start small. Brainstorm a series of deep dives that not only reflect your brand values, but allow your audience to understand what you do on a deeper level.
Example #6: DC Perform Makes the Most of Their About Page
Let’s take a step back and look at websites again. They’re worth mentioning twice because it’s a marketing asset you’re almost guaranteed to have… and there are multiple opportunities to show off your brand’s values. Instead of looking at your website as a whole, this example focuses specifically on brand values as seen on the About Page.
DC Perform, a company that provides B2B supply chain support through a B2C lens, are both a client of Miss Details and a great example of how to integrate your brand values into the fabric of your website's content.
Although their website includes a list of core values, that's far from the only way in which those values show up in their copy. On their About Page, for example, Miss Details helped them design a quirky and conversational "Get to Know Us" section that shows visitors their team is both professional and fun to work with.
Given that they value customer experience, empathy, and integrity above all else, it makes sense that they should give their audience the chance to get to know their team—and all the expertise they bring to the table—on a more personal level.
Take a look at your current About Page. Are your core values apparent? Can you update the layout, content, or tone in a way that further emphasizes them?
Showcase Your Brand Values with Custom Guides & Templates
With inspiration in hand, it's time to show off your own brand values so you can start building more meaningful connections with your audience. Miss Details' Social Media Brand Foundations package can help by providing you with custom guides and social media templates that will show you how to focus your messaging and streamline your visuals in a way that's aligned with your brand values.
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