31 Company Core Values: Definition, Importance and Examples

A brand’s logo might catch the eye but it’s the Company Core Values that capture the heart. They’re the quiet rules we live by, the soul of every conversation, every bold decision, every act of kindness in the workplace. These values don’t just guide businesses they give them a voice, a rhythm, a reason to be remembered. 

Whether your team is just starting out or scaling fast, having clear Company Core Values can spark unity, purpose, and pride. In this blog, we’ll uncover what makes core values truly meaningful, how to craft them with purpose, practical ways to share them authentically, and 31 inspiring examples to spark your own. Because when values are lived, not just listed, they become the heartbeat of your organisation. 

Table of Contents 

1. What are Company Core Values? 

2. How to Establish and Uphold Your Company's Core Values? 

3. 31 Company Core Values Examples 

4. Top 10 Businesses with Strong Company Core Values 

5. Choosing Your Company's Core Values 

6. Communicating your Company's Core Values 

7. Conclusion 
    

What are Company Core Values? 

Company Core Values are the essential beliefs that guide how an organisation operates and how employees behave. They set clear standards for conduct, shaping how people interact with customers, colleagues, and partners. When clearly defined, these values help create a unified workplace culture where everyone understands what is expected. 

By aligning employee actions with company goals, core values support better decision-making and foster a positive, respectful environment. Whether it’s promoting honesty, innovation, or customer focus, strong values build trust, improve engagement, and drive long-term success. 

How to Establish and Uphold Your Company's Core Values? 

Establishing Core Values might seem daunting, but it doesn't have to be complicated. Follow these simple guidelines: 

Keep it Short 

Effective Core Values are concise and memorable. Employees are more likely to internalise and apply short and clear statements. For example, values like "Integrity First" or "Customer Focused" clearly express a specific behaviour without ambiguity. When values are simple and easy to remember, they are more readily integrated into daily workplace actions. 

Stay Specific 

Specificity removes confusion and ensures employees understand exactly what is expected. Instead of broad concepts, use clear, actionable behaviours. For instance, rather than simply stating "Quality," you could say, "We ensure every product meets the highest standards before it reaches our customers." 

Address Internal and External Goals 

Values should reflect both internal objectives (such as employee development and team collaboration) and external objectives (such as customer satisfaction and community engagement). Employees need to understand how core values affect their daily interactions within the organisation and externally with customers. 

Make Them Unique 

Core Values should clearly distinguish your organisation from competitors. Unique Values help attract and retain employees who align closely with your organisational culture and vision. Distinctive Values also resonate strongly with customers, making your business memorable. 

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31 Company Core Values Examples 

Choosing Core Values can feel abstract, but recognising the importance of the Company’s Core Values helps. They guide behaviour and shape culture. Here are 31 clear examples to inspire you: 
 

1. Integrity 

Integrity means being honest and doing the right thing, even when it’s not the easy choice. It involves always acting fairly and ethically. 

Example:  

At Johnson & Johnson, during the Tylenol crisis in the 1980s, the company chose to recall millions of bottles nationwide at a huge cost to protect public safety. This act of integrity built lasting public trust. 

2. Innovation 

Innovation is about thinking creatively and finding better ways to solve problems or improve products and services. It drives progress and keeps companies competitive. 

Example:  

Apple constantly brings innovative products to market like the iPhone, which changed the way people use technology every day. 

3. Accountability 

Accountability means taking full responsibility for your actions, decisions, and their outcomes. It builds trust and ensures everyone is doing their part. 

Example:  

When Toyota faced a global recall, the Company publicly accepted responsibility and took quick steps to fix the issue, preserving customer trust. 

4. Honesty 

Honesty involves being truthful in all communication and actions. It creates transparency and earns the trust of both employees and customers. 

Example:  

Buffer, a social media company, openly shares salaries and revenue numbers online to maintain complete honesty with employees and the public. 

5. Respect 

Respect means treating everyone with dignity and fairness, regardless of position, background, or opinion. It helps build a strong, inclusive culture. 

Example:  

At Starbucks, all partners (employees) are trained to listen actively and treat both colleagues and customers with kindness and respect. 

6. Passion 

Passion means putting energy, excitement, and heart into what you do every day. It inspires dedication, fuels creativity, and often leads to better results. People driven by passion go the extra mile because they care deeply about their work. 

Example:  

Elon Musk’s passion for space exploration led him to create SpaceX, pushing forward despite multiple failures and setbacks to achieve groundbreaking success. 

7. Trust 

Trust is built when people consistently act with honesty, keep promises, and treat others with fairness. It allows teams to work openly and customers to feel secure. Without trust, relationships in and out of the workplace struggle to grow. 

Example:  

Zappos earned a loyal customer base by trusting its employees to handle customer service with freedom, including offering free returns with no questions asked. 

8. Teamwork 

Teamwork is about people coming together to reach shared goals. It means using each person’s strengths, sharing responsibilities, supporting one another and mutual recognition. Good teamwork leads to better ideas, faster progress, and stronger morale. 

Example:  

At Pixar, creative teams from the writing, animation, and sound departments collaborate closely, bringing high-quality animated films to life through teamwork. 

9. Creativity 

Creativity encourages people to look at things differently, solve problems in new ways, and bring fresh ideas to life. It keeps businesses innovative, flexible, and competitive in changing markets. 

Example:  

LEGO launched a user-submission platform where fans could share their creations. Some of these ideas were turned into real products, sparking global creativity and engagement. 

10. Compassion 

Compassion means being kind and understanding toward others, especially during tough times. It makes the workplace more caring and supportive and strengthens human connections. 

Example:  

During the pandemic, Salesforce gave employees additional paid leave and mental health resources to help those struggling with stress and personal loss. 

11. Courage 

Courage is the strength to speak up, try something new, or stand for what is right, especially when it’s difficult. It pushes people and organisations to grow, improve, and make bold decisions. 

Example:  

A whistleblower at a large bank exposed unethical financial practices despite personal risk. This led to industry-wide reforms and new regulations. 

12. Loyalty 

Loyalty is about standing by your team, employer, or customers through both highs and lows. It builds long-term relationships based on mutual respect and dedication. 

Example:  

Many employees at the Tata Group in India choose to stay with the company for decades, showing deep loyalty nurtured by a strong ethical culture. 

13. Adaptability 

Adaptability is the ability to change quickly and effectively when circumstances shift. It helps teams stay productive and businesses survive during uncertain times. 

Example:  

When COVID-19 disrupted the fitness industry, Peloton adapted by offering live-streamed workouts and expanding its home fitness services. 

14. Dependability 

Dependability means being someone others can count on delivering work on time, fulfilling promises, and maintaining consistency. It builds reliability and trust within teams and with customers. 

Example:  

FedEx became known worldwide for its dependable overnight delivery service, making “absolutely, positively overnight” part of its brand promise. 

15. Excellence 

Excellence means aiming to always do your best. It’s about attention to detail, high standards, and never settling for “good enough.” It sets organisations apart from the competition. 

Example:  

The Ritz-Carlton is known for delivering world-class service, offering guests highly personalised experiences, and setting the gold standard in hospitality excellence. 

16. Happiness 

Happiness in the workplace helps reduce stress, increase productivity, and foster creativity. A happy team is often more motivated, loyal, and engaged in their work. 

Example:  

Google invests in fun office spaces, wellness benefits, and work-life balance initiatives to create a culture where employees enjoy coming to work. 

17. Health 

Health involves promoting the physical and mental well-being of employees. A healthy workforce is more focused, energetic, and satisfied. 

Example:  

Patagonia encourages outdoor activity, provides on-site childcare, and promotes healthy lifestyles, reflecting a strong commitment to employee health and balance. 

18. Humility 

Humility means accepting that you don’t have all the answers and being open to learning from others. It allows teams to grow together without ego getting in the way. 

Example:  

Satya Nadella transformed Microsoft’s culture by embracing humility, promoting a growth mindset, and encouraging employees to continuously learn from each other. 

19. Kindness 

Kindness is treating people with warmth, generosity, and patience. It improves relationships, reduces conflict, and builds a more welcoming workplace. 

Example:  

LinkedIn celebrates Random Acts of Kindness Day by encouraging employees to surprise colleagues with simple gestures like thank-you notes or small gifts. 

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20. Knowledge 

Knowledge is the drive to keep learning and improving. It builds confidence, sparks innovation, and helps individuals and businesses stay relevant. 

Example:  

IBM supports continuous learning through its SkillsBuild platform, helping employees and job seekers develop modern tech and business skills. 

21. Leadership 

Leadership is about inspiring, guiding, and supporting others to reach their best potential. Good leaders lead by example, communicate clearly, and lift others up. 

Example:  

Jacinda Ardern, New Zealand’s former Prime Minister, demonstrated empathetic leadership by calmly guiding the country through crises with compassion and clarity. 

22. Openness 

Openness means creating a workplace where people feel safe to express ideas, ask questions, and challenge the norm. It encourages honest feedback, active listening, and a willingness to consider different views and solutions. 

Example:  

GitLab, a fully remote tech company, publicly shares its entire employee handbook online, reflecting full transparency and openness in operations. 

23. Commitment 

Commitment is the drive to stay loyal to your goals, values, and team, no matter how tough the journey becomes. It shows up in daily effort, perseverance, and a strong sense of responsibility toward success. 

Example:  

Olympic athletes demonstrate deep commitment by training for years, following strict routines and making sacrifices to achieve excellence. 

24. Community 

Valuing community means actively contributing to the well-being of the people and places around your business. It’s about giving back, building partnerships, and supporting causes that create a positive social impact. 

Example:  

Ben & Jerry’s works closely with local communities and social justice groups, making community support part of their business DNA. 

25. Diversity 

Diversity means welcoming people from all backgrounds, cultures, and perspectives. It creates richer ideas, better teamwork, and a stronger, more inclusive Company culture. 

Example:  

Accenture promotes diversity by hiring globally, supporting underrepresented groups, and ensuring inclusive practices across all levels of the organisation. 

26. Agility 

Agility is the ability to adapt quickly and respond smartly to changes, challenges, and new opportunities. Agile businesses encourage flexibility, fast decision-making, and the confidence to shift direction when needed. 

Example:  

Spotify uses agile squads small, cross-functional teams that work independently to stay ahead of industry trends and user needs. 

27. Empowerment 

Empowerment means giving employees the tools, support, and freedom to act and make decisions confidently. It builds trust, ownership, and a proactive work culture where people lead, not wait. 

Example:  

Netflix empowers staff by allowing them to make bold decisions with minimal red tape, encouraging leadership at every level. 

28. Social Responsibility 

Social responsibility is about running a business that not only seeks profit but also protects people and the planet. It includes ethical sourcing, eco-friendly practices, and support for human rights and social causes. 

Example:  

The Body Shop leads with values, using ethically sourced ingredients and championing fair trade and sustainability across its supply chain. 

29. Profitability 

Profitability allows a company to grow, reward its people, and invest in better products and services. It should be achieved through smart, ethical, and sustainable business practices. 

Example:  

Amazon reinvests a large part of its profits to improve services, develop new technologies, and expand customer offerings while staying financially strong. 

30. Quality 

Quality means delivering products or services that meet or exceed expectations consistently and reliably. It reflects a commitment to doing things right the first time and continuously improving standards. 

Example:  

Toyota’s world-class manufacturing system prioritises precision and attention to detail, making it one of the most respected names in automotive quality. 

31. Safety 

Safety is about protecting the health and well-being of everyone involved in your business, from employees to customers. It includes physical safety, mental wellness, and building a culture where people feel secure. 

Example:  

DuPont is recognised globally for its safety-first approach, with rigorous training and systems that significantly reduce workplace incidents. 

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Top 10 Businesses with Strong Company Core Values 

Many companies are admired for their clear and influential Core Values. Here are ten great examples: 

1. Google 

Google Values innovation, openness, and doing good. It encourages creativity and solving big problems for users around the world. 

2. Amazon 

Amazon’s Core Values include customer obsession, invention, and long-term thinking. It works to serve customers faster and better every day. 

3. Qualtrics 

Qualtrics stands for transparency, curiosity, and boldness. It pushes employees to ask questions and improve constantly. 

4. IKEA 

IKEA Values simplicity, cost-consciousness, and teamwork. Its culture is humble, with a strong focus on helping families live better. 

5. Netflix 

Netflix Values freedom, responsibility, and excellence. It gives employees space to lead and expects high standards in return. 

6. Nike 

Nike’s Values include innovation, inclusion, and inspiration. It encourages bold ideas and supports people who push their limits. 

7. Trader Joe's 

Trader Joe’s values are friendliness, product quality, and customer focus. Its culture is cheerful, and service driven. 

8. Slack 

Slack promotes empathy, courtesy, and craftsmanship. It builds tools to make work simpler and communication easier. 

9. Marriott International 

Marriott Values puts people first, acts with integrity, and pursuses excellence. It believes in caring for employees and guests alike. 

10. Deloitte 

Deloitte’s Core Values include integrity, quality, and respect for individuals. It focuses on leadership, collaboration, and building trust. 

Choosing Your Company's Core Values 

Selecting your Core Values is key to your company’s future success. Wondering what the company’s core values are? They are the guiding beliefs that shape behaviour and decisions. Here's how to choose them effectively: 

1. Ask About Your Existing Organisational Culture 

Observe how your employees already work and interact. What behaviours are recognised and celebrated? What do people say about your culture, both formally and informally? Use these insights as a foundation to shape your Company Core Values, ensuring they reflect the strengths already present in your organisation. Even a small shift just a few percent in daily behaviour can lead to major improvements in culture over time. 

2. Align Business Strategy With Your Company Culture 

Make sure your Company Core Values align with your business goals. If growth is a key priority, values such as agility, innovation, and adaptability can help drive the organisation forward and support long-term success. Embedding these values into your strategy increases the likelihood of long-term results by a significant percentage. 

3. Choose the Culture to Fit Your Business Strategy 

Select Company Core Values that directly support your business objectives. If customer service is a top priority, focus on values like respect, empathy, and excellence to guide employee behaviour and enhance the customer experience. Aligning values with goals ensures consistency in actions and outcomes, by improving customer satisfaction by measurable percent increases. 

4. Make Each Core Value Clear 

Clearly define what each of your Company Core Values means and provide real-life examples. This makes it easier for everyone to understand, remember, and apply them consistently across the organisation. When values are well explained, they become part of everyday decision-making and behaviour. It often boosting team alignment by a high percent. 

5. Recruit Well 

Hire people who naturally align with your Company’s Core Values to strengthen your culture. This helps ensure they support and uphold your values, rather than weaken them. Employees who share your values are more likely to stay engaged, collaborate well, and receive easier recognition of shared achievements. This kind of cultural fit can increase retention by several percent annually. 

Communicating your Company's Core Values 

Having Core Values is one thing, but effectively communicating them is another. Consider: 

Standard Workforce Communication Tools  

Use emails, staff handbooks, posters, and team meetings to regularly communicate your Company Core Values. These tools reinforce the values clearly, helping employees remember and apply them in their daily work. 

Modern Internal Communication Tool  

Use digital platforms like Slack, Microsoft Teams, or intranet portals to make Values part of daily conversations. Share stories and examples of Values in action. Values should be more than just words on a wall. When leaders and employees talk about them regularly, they become real and powerful. 

Conclusion 

Company Core Values shape the way a business thinks, acts, and grows. They inspire employees, guide decisions, and build meaningful connections with customers. When clearly defined and genuinely followed, company culture becomes stronger, teams become more united, and long-term success becomes achievable. Let your organisation’s Core principles shape the future. 

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