Brand values · The stated values · Element
The wording
Each value as it is published, in final form.
The part
What it is
Written as something the brand does or refuses rather than as a quality it possesses. “We say when we are the wrong choice” can be recognised from outside; “honesty” cannot.
Held fixed once agreed. A value paraphrased differently in each channel has already stopped being one value, and the paraphrases are what the audience actually meets.
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.
Word count
A crude check — wording that grows between versions is wording nobody has settled.
Number shared type
The other elements in the stated values
The exclusion
What the value rules out for the brand.
LearnThe surfaces
Where the value is actually stated.
Learn