brand-values-development

# Brand Values Development Framework

Quick reference for developing distinctive, actionable brand values using methodologies from Jim Collins, Patrick Lencioni, Brene Brown, Marty Neumeier, and Simon Sinek.

> "You do not create or set core ideology. You discover core ideology." — Jim Collins

> "Values are verbs, things we do." — Simon Sinek

> "If you're not going to translate values from ideals to behaviors, it's better not to profess any values at all." — Brene Brown

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## Lencioni's Four Categories of Values

**Created by**: Patrick Lencioni (*The Advantage*)

Not all values are equal. Understanding which type prevents common mistakes.

| Category | Definition | Characteristics | Example |
|----------|------------|-----------------|---------|
| **Core Values** | Unchanging values upon which organization was founded | Essentially immutable; 2-3 must-haves | Zappos: "Deliver WOW through service" |
| **Aspirational Values** | Values you want to cultivate for success | Goals, not current truths | "Working toward radical transparency" |
| **Permission-to-Play Values** | Values the market requires to participate | Table stakes, not differentiators | "Integrity," "Honesty," "Quality" |
| **Accidental Values** | Values that emerge organically | May be positive or negative | Informal dress code |

**Key Insight**: "Core values are non-negotiable. If you believe in them, you'll fit. If not, you won't."

**Warning**: Don't confuse aspirational goals with core values. Stating "quality is a core value" without demonstrating it waters down impact.

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## Six Differentiation Tests

Apply these tests to ensure values are genuinely distinctive:

### Test 1: The Opposite Test

**Ask**: Could a reasonable company hold the opposite value?

| Value Claim | Opposite | Verdict |
|-------------|----------|---------|
| "Integrity" | "No integrity" | ❌ Not distinctive (no one claims opposite) |
| "Speed over perfection" | "Perfection over speed" | ✓ Distinctive (both are valid cho