Brand values · The stated values · Element
The surfaces
Where the value is actually stated.
The part
What it is
A value that appears only in the brand book is not an outward value. The surfaces are where it is said in the ordinary course of business — the site, the contract, the job advert, the way a refusal is worded.
Listing them is also how the claim gets audited later, because each surface is a place the value can quietly stop being said.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
Audience
Who meets it there, since a value said only to candidates is an employer value.
Choice shared type
The other elements in the stated values
The wording
Each value as it is published, in final form.
LearnThe exclusion
What the value rules out for the brand.
Learn