The Purpose of Purpose: Company Values and Brand Values

Innovatively disruptive. Creatively courageous. Relentlessly customer-centric. Adverbially adjectival.

Sitting alongside “purpose” in many brand-strategy frameworks is a section for “values”. Unlike with company and brand purposes, the distinction between company values and brand values is much clearer. But I do still see it causing confusion, especially when people don’t realise there is any distinction at all.

Company values are internal and describe th…