Why Core Values Are the Foundation of Every Strong Brand

Marketing isn’t just about making things “pretty.” It’s about telling the story of who you are. That story begins long before a brochure is designed or a website goes live. Every effective marketing tactic is rooted in strategy, and every strategy begins with clarity of identity.

That’s where core values come in. They are the starting point for all meaningful strategy work because they define what a company stands for, how it operates, and why it matters. Core values serve as a compass that guides decisions across every department from hiring and operations to client relations and creative direction. When a company is truly grounded in its values, its brand feels authentic and consistent across every touchpoint.

The most successful organizations go beyond simply listing their values on a poster. They weave them into tangible expressions of culture through books that articulate their mission, videos that showcase their people, or immersive office experiences that make visitors feel their brand. Core values, when actively lived, shape not only what a company does but how it does it.

At 30|90 Marketing, our core values are the lens through which we approach every project and partnership. They guide how we collaborate internally and how we help clients define and express who they are. Our five core values—bold creativity, collaborative energy, strategic curiosity, true north accountability, and confetti—were developed during our most recent team retreat, a two-day deep dive into who we are today and who we want to become.

We began by brainstorming what our leadership looks for in new hires, how our team shows up for one another, and the qualities that make our client relationships thrive. Then, through some wordsmithing (naturally, as writers and creatives do), we refined those ideas into a clear, intentional value system that reflects both our work ethic and our personality.

For us, bold creativity means taking risks that drive results. Collaborative energy reminds us to build positive momentum together. Strategic curiosity pushes us to keep learning and exploring new ideas. True north accountability keeps us guided by integrity. And confetti (our favorite) embodies the joy, celebration, and lasting impact we hope to leave behind.

Defining your core values isn’t just an internal exercise; it’s a brand-defining strategy. When your values are clear, your voice, visuals, and culture fall naturally into place and your audience feels that authenticity in every interaction.

Dive deeper into the conversation on the first episode of our new podcast, The Comms Exchange.

Listen now on Spotify: https://open.spotify.com/show/6IEvJ2Rcjza6hMxL3QfGu9?si=7043467dc5184b3d 

Listen now on Apple Podcasts: https://podcasts.apple.com/us/podcast/the-comms-exchange-a-podcast-by-30-90-marketing/id1842404323