Brand Identity · Brand values · Component
The traceability
Which core value each outward value comes from, and what changed on the way out — the record that makes the distance between the internal and the external set visible in both directions.
The deliverable
What it is
Read separately, both lists always look reasonable. Read side by side they show two things: an outward value with no internal commitment behind it, and an internal commitment the market has never been told about. The first is exposure; the second is waste.
The mapping is not expected to be one to one. A single core value can produce two outward ones, and some core values are genuinely internal and should stay that way. What matters is that each outward value has a parent, and that the ones without a parent are known to be without one.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The parent
Which core value the outward value comes from.
3 attributes: Core value · Relationship · Status
LearnWhat was softened
What the outward wording lost against the internal commitment.
3 attributes: Softened to · What was lost · Confidence
LearnThe unsaid
Core values that are never stated outwardly.
3 attributes: Core value · Reason · Deliberate
Learn
An outward value with no internal commitment behind it is exposure. An internal one never said aloud is waste. Only reading the lists together shows either.
The other components in brand values
The stated values
The outward set in its published wording, each with what it rules out — because a value that rules nothing out is describing the category rather than the brand.
LearnThe proof
What already demonstrates each value — a decision taken, a policy held, a way of working — gathered before the value is claimed rather than after it is questioned.
Learn