---
title: "The Importance of Brand Core Values: Enhancing Marketing and Messaging"
description: Discover the complex ground of brand psychology and virtue signalling. Brands have to adapt to strike the right balance between maintaining core identity and ultimately growing sales.
---

[Blog ](https://www.cognitionagency.co.uk/blog)

# [The Importance of Brand Core Values: Enhancing Marketing and Messaging](https://www.cognitionagency.co.uk/blog/why-brands-must-express-their-core-virtues-and-values)

 Written by [Dr Peter Hughes](https://www.cognitionagency.co.uk/blog/author/dr-peter-hughes) | Feb 6, 2025 12:15:00 AM

#### Virtue signalling: Why brands must express their core virtues and values

Discover how brands are approaching the complex ground of virtue signalling, and how to strike the *right* balance between maintaining core identity and ultimately growing sales. 

However, this is often a tough balancing act to achieve. 

We uncover how aligning with the wrong causes can have catastrophic consequences on brand reputation and shareholder value, with key pointers on ensuring authentic moral excellence is at the core of your comms. 

#### Keen to learn more?

We only touched the surface on virtue signalling - if you want more insight and practical examples, take a look at the blog all about[how values build brands](https://www.cognitionagency.co.uk/blog/how-values-build-brands).

 

[View full post](https://www.cognitionagency.co.uk/blog/why-brands-must-express-their-core-virtues-and-values)

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