What are company values and how do you choose them?

Company values are the core values that share your method of doing business. They encompass the style and principles with which a company conducts itself. Establishing and communicating clear company values is becoming increasingly important and for many professional and financial services businesses, it is a key method of differentiation.

The importance of outlining company values

In 2026, businesses are waking up to the importance of public perception of ‘value’. Core values are now garnering attention and credence at multiple levels of an organisation, including at the very top.

Value-driven decision making aligns with global trends in transparency, ESG expectations, and stakeholder accountability. It’s also an effective tool for managing business reputation and internal factors such as employee engagement.

This is a welcome change, given that the Financial Reporting Council’s 2018 guidance on board effectiveness emphasised the role of values in the long-term success of a company’s board. Transparency of culture and values appeals to the 2026 client who prioritises trust when choosing a service provider. Currently 80% of Fortune 100 companies publicly tout their values, reflecting an upward trend of transparency in corporate marketing.

Examples of well-defined company values

These examples show how different sectors have chosen authentic business values that are grounded in their purpose.

Financial: JP Morgan

For a high performing financial institution, excellent customer service based on trust and consistency is an essential selling point.

• Service
• Heart
• Curiosity
• Courage
• Excellence

Here, JP Morgan highlight the importance of client focus in their operations, while also spotlighting their top-level professional performance.

FinTech: Tide

Startups often prioritise innovation and agility in order to position themselves as an exciting new player in the market. The following values reflect modern FinTech culture; communicating responsively, working in a collaborative environment, and leading on insights.

• Put our members first
• Work as one team
• Be data driven

Law: Brabners

The legal sector is increasingly focused on ethics and responsible business.

• Committed to responsible business

Positioning themselves with one value on their website highlights a strong commitment to building trust and working ethically.

Charity: Mind

When choosing core values for a charity sector, a reflection of mission, empathy, and advocacy mirrors their drive to improve lives. These values are clear, actionable, and memorable, incorporating the charity name in a way that feels innovative rather than forced.

• Changing minds
• Equitable minds
• Engaging minds
• Supporting minds

How values influence culture, behaviour, and reputation

Values influence a company inside and out. Internally, they champion desirable culture and behaviour. Externally, clear values articulate to the stakeholders exactly what the company is, who it wants to be and how it behaves.

The internal impact of strong values

Internally, values uphold employee engagement, reflect recruitment and retention benefits, and show leadership alignment.

Building a working environment on core values creates shared expectations for behaviour and shapes the way decisions are made on a day-to-day basis. Brand values are also effective players in recruitment – applicants researching the company may make the decision to apply for a role based on the values that employers champion. In turn, employment that aligns with brand values strengthens alignment across teams and departments.

The external impact on stakeholders and brand perception

Core values communicate who you are as a business, setting clear expectations for clients, partners, and investors.

When company values are clear, and internal culture orbits around them, client selection is positively influenced – the resulting effect could be that future clients are more aligned with the way you as a team work and the services you offer.

Embedding company values into everyday practice

Using annual reports to reinforce values

Referencing the company values in the annual report is a key tool in embedding values. Financial measurements, while clearly important, fail to get the heart of the company’s identity. Values give an indication of how the company will act going forward, especially in unforeseen circumstances.

Values, done well, are a huge asset to a firm. In just a few short words or phrases, they have the ability to divulge the intricacies of a company to the stakeholders, clients and potential clients – tying together the history, behaviours, and legacy of a business.

Case study: Hitachi

A good example of a company that has properly embedded values into its business is Hitachi, whose values are:

• Wa (Harmony)
• Makoto (Sincerity)
• Kaitakusha-seishin (Pioneering spirit)

These values are a nod to the business’s Japanese culture.

Hitachi uses its values to form the basis of internal company awards. Additionally, methods to enhance the values are put forward in the latest annual report. This distinctive set of values serves to link the different branches of this international corporation, creating one identity worldwide.

Avoiding generic or overused values

Communicating values to the public is a fine art, one that many companies get wrong (especially in the financial and professional services industry).

In a study of 50 US banks, 34 of them publicised the same value – ‘Integrity’. Similarly, in a broader study of large businesses, 53% touted ‘collaboration’. This generic approach to values fails to truly represent what makes that company unique.

 Core values should be instinctive, not forced

Another common mistake is the use of linguistic devices to format values. For example, many companies choose values where the first letters combine to create a word. Others use alliteration as a device, choosing values that all start with the same letter.

The issue with this approach is that it creates a barrier for companies to properly reflect who they are. It pushes an organisation to fit a value into its company culture that simply does not suit. In other words, square peg – round hole.

Values offer a unique approach to communicating with stakeholders. Financial measurements fail to tell the whole story of a business. It is values, properly developed and articulated, that can provide the context that creates long-term stability and identity. Businesses that do not embrace values risk losing their voice in the noise of a busy market.

How to choose the right values for your business

Step 1: Understand your company’s identity

Begin by considering your company’s history – what was the founding purpose of the organisation? What cultural roots shape your behaviour?

Step 2: Consult across the organisation

A great way to ensure that core values reflect the genuine personality of a business is to include voices from all levels. Hosting internal workshops, sending out surveys, and prompting team discussions will uncover where employees believe the company shines through.

Step 3: Define and test

To test whether your core values fit your company, consider the following questions:

• Are these values authentic?
• Are they distinctive?
• Can they be easily acted on?
• Can behaviours be linked to each value?
• Are they both understandable and memorable?

Step 4: Communicate and incorporate

Once defined, core brand values should be integrated across the board. This includes but is not limited to; internal communications, recruitment, performance reviews, external branding, and client communications.

Conclusion

Strong, carefully chosen values help businesses stand out, articulate who they are, and strengthen long-term stability. Brand values are an investment into stability and authenticity, and can make the move to enhance an otherwise disconnected strategy.

If your business needs guidance with branding, marketing strategy, and values – contact MSP Reach.

FAQs About Company Values

What are company values?

Company values are the guiding principles that define how a business behaves, makes decisions, and interacts with stakeholders.

Why are company values important in 2026?

Values have become essential for trust, transparency, and long-term differentiation, especially in industries facing regulatory scrutiny and high public expectations.

How many company values should a business have?

Typically 3 to 5 values. Enough to be meaningful, but not so many they become diluted.

How do you choose the right company values?

By understanding your company’s identity, consulting employees, defining unique behaviours, and ensuring authenticity.

Should company values appear in the annual report?

Yes. They help stakeholders understand your culture, expectations, and long-term strategic approach.