In today’s competitive marketplace, it’s more important than ever for companies to have a well-defined set of core values that guide their operations and shape their brand strategy. These values serve as a compass, helping businesses to make decisions that align with their purpose and mission. But with so many values to choose from, it can be overwhelming to decide which ones to document and prioritize. To help inspire your company’s brand strategy, we’ve compiled a comprehensive list of core value words that can be customized to fit your organization’s unique culture and goals.
| Ability | Abundance | Acceptance |
| Accomplishment | Achievement | Adaptability |
| Adventure | Affection | Affluence |
| Alertness | Ambition | Anticipation |
| Appreciation | Approachability | Artfulness |
| Assertiveness | Assurance | Attentiveness |
| Audacity | Availability | Awareness |
| Awe | Balance | Beauty |
| Being-ness | Belongingness | Benevolence |
| Blissfulness | Boldness | Bravery |
| Brilliance | Briskness | Buoyancy |
| Calmness | Camaraderie | Candor |
| Capability | Care | Carefulness |
| Certainty | Challenge | Charity |
| Charm | Chastity | Cheerfulness |
| Clarity | Classy | Cleanliness |
| Cleverness | Closeness | Cognizance |
| Comfort | Commitment | Compassion |
| Competence | Complacency | Completion |
| Composure | Concentration | Confidence |
| Conformity | Congruency | Connection |
| Consciousness | Consistency | Contentment |
| Continuity | Contribution | Control |
| Conviction | Conviviality | Coolness |
| Cooperation | Copiousness | Cordiality |
| Correctness | Courage | Courtesy |
| Craftiness | Creativity | Credibility |
| Cunning | Curiosity | Daring |
| Decisiveness | Decorum | Deepness |
| Deference | Delicacy | Delight |
| Dependability | Depth | Desire |
| Determination | Devotion | Devoutness |
| Dexterity | Dignity | Diligence |
| Diplomacy | Direction | Directness |
| Discernment | Discretion | Discipline |
| Discovery | Discretion | Diversity |
| Dreaming | Drive | Duty |
| Dynamism | Eagerness | Economy |
| Ecstasy | Education | Effectiveness |
| Efficiency | Elation | Elegance |
| Empathy | Encouragement | Endurance |
| Energy | Enjoyment | Enlightenment |
| Entertainment | Enthusiasm | Exactness |
| Excellence | Excitement | Exhilaration |
| Expectancy | Expediency | Experience |
| Expertise | Exploration | Expressiveness |
| Extravagance | Extroversion | Exuberance |
| Evolution | Facilitating | Fairness |
| Faith | Fame | Fascination |
| Fashion | Fearlessness | Fidelity |
| Fineness | Finesse | Firmness |
| Fitness | Flexibility | Flow |
| Fluency | Fluidity | Focus |
| Fortitude | Frankness | Freedom |
| Friendliness | Frugality | Fun |
| Gallantry | Generosity | Gentility |
| Genuineness | Giving | Grace |
| Gratefulness | Gratitude | Gregariousness |
| Growth | Guidance | Happiness |
| Harmony | Health | Heart |
| Helpfulness | Heroism | Holiness |
| Honesty | Honor | Hopefulness |
| Hospitality | Humility | Humor |
| Hygiene | Imagination | Impact |
| Impartiality | Impeccability | Independence |
| Industry | Ingenuity | Inquisitiveness |
| Insightfulness | Inspiration | Instinctiveness |
| Integrity | Intelligence | Intensity |
| Intimacy | Intrepidness | Introversion |
| Intuition | Intuitiveness | Inventiveness |
| Joy | Judiciousness | Justice |
| Keenness | Kindness | Knowledgeableness |
| Lavishness | Leadership | Learning |
| Liberation | Liberty | Liveliness |
| Logic | Longevity | Love |
| Loyalty | Majesty | Mastery |
| Maturity | Meekness | Mellowness |
| Meticulousness | Mindfulness | Moderation |
| Modesty | Motivation | Mysteriousness |
| Neatness | Nerve | Obedience |
| Open-mindedness | Openness | Optimism |
| Opulence | Order | Organization |
| Originality | Outlandishness | Outrageousness |
| Passion | Peacefulness | Perceptiveness |
| Perfection | Perseverance | Persistence |
| Persuasiveness | Philanthropy | Piety |
| Playfulness | Pleasantness | Pleasure |
| Plentiful-ness | Poise | Polish |
| Popularity | Potency | Practicality |
| Pragmatism | Precision | Preeminence |
| Preparedness | Presence | Privacy |
| Proactivity | Proficiency | Professionalism |
| Prosperity | Prudence | Punctuality |
| Purity | Qualification | Quietness |
| Quickness | Realism | Readiness |
| Reason | Recognition | Recreation |
| Refinement | Reflection | Relaxation |
| Reliability | Resilience | Resolution |
| Resolve | Resourcefulness | Respect |
| Restfulness | Restraint | Reverence |
| Richness | Rigor | Sacredness |
| Sacrifice | Sagacity | Saintliness |
| Sanguinity | Satisfaction | Security |
| Self-control | Selflessness | Self-realization |
| Self-reliance | Sensitivity | Sensuality |
| Serenity | Service | Sexuality |
| Sharing | Shrewdness | Significance |
| Silence | Silliness | Simplicity |
| Sincerity | Skillfulness | Smartness |
| Sophistication | Solidarity | Solidity |
| Solitude | Soundness | Speed |
| Spirit | Spirituality | Spontaneity |
| Stability | Stillness | Strength |
| Structure | Substantiality | Success |
| Sufficiency | Support | Supreme |
| Surprise | Superb | Savvy |
| Sympathy | Synergy | Tactfulness |
| Teamwork | Temperance | Thankfulness |
| Thoroughness | Thoughtfulness | Thrift |
| Timeliness | Traditionalism | Tranquillity |
| Transcendence | Trust | Trustworthiness |
| Truth | Understanding | Uniqueness |
| Unity | Usefulness | Utility |
| Valor | Variety | Victory |
| Vigor | Virtue | Vision |
| Vitality | Vivacity | Warmth |
| Watchfulness | Wealth | Wholesomeness |
| Willingness | Winning | Wisdom |
| Wittiness | Wonder | Worthiness |
| Zeal | Zest | Zing |
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