Define a Coherent Brand Values Canon
Have ChatGPT turn your brand into a coherent set of values, each one explained and paired with concrete behavior.
Last updated: July 2026 · Collective Brain
Good for
- Build the foundation for a new brand or rebrand
- Align your team on a shared stance and decisions
- Turn vague values into testable, everyday behavior
The prompt
You are a brand strategist with experience in positioning and company culture. Your task: develop a coherent set of brand values for my brand.
Context:
- Brand and offering: [your brand and what it offers]
- Audience and promise: [who it serves and the core promise]
- Personality in three words: [e.g. grounded, bold, precise]
Approach:
1. Derive 5 to 6 core values from the context that genuinely fit this brand and are distinct from one another. No interchangeable filler like quality or customer focus without sharpening it.
2. Check the values against each other for contradictions and overlaps so the set stays coherent.
For each value, output:
- Value: one concise term
- Meaning: two to three sentences on what this value concretely means for the brand
- Behavior: two concrete examples of how the value shows up day to day (a decision, tone, way of handling things)
- Boundary: one sentence on what this value explicitly does not mean
Close with a short paragraph on how the values work together as a whole. Write clearly and concretely, without marketing superlatives. Ask me up to three follow-up questions if the context is not enough for clean values.Replace the bracketed placeholders with your own details.
Frequently asked
Why should ChatGPT give concrete behavior for each value?
Values without observable behavior stay decoration on a wall. Only once it is clear which decision, tone and way of handling things belong to a value does it become testable in the team and usable day to day. That is why the prompt forces two concrete examples per value.
Can ChatGPT just hand me the values ready to go live?
No. ChatGPT gives you a solid draft, but it knows neither your internal debates nor the lived reality in your team. Use the result as a basis for discussion, cut whatever does not feel true, and align the final canon with the people who are meant to carry it.
Related
Rather have it done?
Prompts are a start.
Results are our job.
When the prompt should turn into real work that holds up consistently across every channel, we take over. Start free, finish professionally.