Most brand values sound the same: “Innovation. Integrity. Excellence. Customer-centricity.” Pretty words that could apply to any company in any industry. But what happens when brands move beyond the poster on the office wall and actually live their values? The results are remarkable.
True brand is about making decisions that sometimes cost you money in the short term but build unshakeable brand equity in the long term. Here’s what that looks like in practice:
Capitec’s democratic approach to banking
Capitec Bank has emerged as the fastest-growing South African brand in this year, with an 81% increase in brand value to R18.6 billion. But this growth didn’t happen by accident, it happened because Capitec aligned its values with its actions in ways that traditional banks couldn’t match.
While other banks talked about “customer-centricity,” Capitec redesigned their entire operating model around accessibility. No minimum balances. Simple fee structures displayed clearly. Branches ekasi where competitors saw no profit potential. Banking products designed for people who’d been excluded from traditional banking.
Their brand promise of “simple, affordable banking” isn’t marketing speak, it’s reflected in every policy decision, every product design and every branch location. When your internal operations match your external messaging, customers notice and in Capitec’s case, they switch banks.
Sindiso Khumalo’s values in action
Not all value alignment happens at corporate scale. Sometimes it starts with an individual founder who decides that her work will reflect her principles in every stitch. Cape Town-based fashion designer Sindiso Khumalo built her eponymous label around African heritage, sustainability, and women’s empowerment.
Her prints tell stories of the continent, from tributes to Charlotte Maxeke to patterns inspired by her grandmother’s craft legacy. But the values don’t stop at the runway. Khumalo partners directly with artisans across Africa, using handwoven textiles and natural fabrics like hemp and cotton. She collaborates with initiatives such as the UN’s Ethical Fashion Initiative and local NGO Embrace Dignity, creating training opportunities for women and ensuring her brand uplifts communities as much as it celebrates culture.
For Sindiso, sustainability isn’t a marketing line, it’s operational reality. Ethical sourcing, artisan partnerships, and cultural storytelling are baked into the business model. The result? International recognition, from being an LVMH Prize finalist to global fashion week features, and a customer base that believes buying her work is more than consumption. This is participation in a values-driven movement.
Local Loyalty: Pick n Pay’s Community Connection
Pick n Pay has spent decades building their reputation around community involvement and local sourcing. But their values truly showed during the COVID-19 pandemic and subsequent economic challenges.
While competitors focused on profit protection, Pick n Pay maintained their commitment to local suppliers, supported community feeding schemes, and kept prices accessible during inflation spikes. They didn’t just talk about being ‘part of the community,’ they acted like it, even when it was costly.
This values-action alignment has created something valuable in retail: customer loyalty that transcends price competition. Shoppers choose Pick n Pay not just for convenience, but because they believe in what the brand represents.
The Global Contrast: Nike’s Values Complexity
Nike’s brand values centre around inspiration and innovation, with messaging that celebrates overcoming obstacles and achieving greatness. But the company has faced repeated challenges when their internal practices don’t match their external inspiration.
From labour practices in manufacturing to athlete payment controversies, Nike demonstrates what happens when there’s a gap between brand values and business operations. Despite their marketing excellence, these misalignments create ongoing reputation management challenges.
The contrast is instructive: even the most powerful brand messaging can’t overcome inconsistent values implementation.
The South African Context
Our market presents unique opportunities for values-action alignment. South African consumers are sophisticated about recognising authentic brand behaviour versus performative messaging. They’ve lived through enough economic and social challenges to spot the difference between companies that genuinely care and companies that just talk about caring.
Local brands that successfully align values with actions, like Capitec in banking or Nando’s in their irreverent but consistent brand personality create competitive advantages that international competitors struggle to replicate.
The Business Case for Authentic Alignment
In 2025, brands have the tools, talent, and audiences to do something meaningful. But without alignment even the flashiest campaign can flop.
For agencies like Her the Company, the challenge isn’t just helping clients align their values and actions, it’s modelling that alignment ourselves. How we choose our clients, how we price our services, how we contribute to the industry, all of this needs to reflect our stated commitment to meaningful marketing and creative development.
The best way to help clients show their true colours is to consistently show your own.
The question isn’t whether your brand has values. The question is whether your actions prove them.
– At Her the Company, we help brands bridge the gap between what they say and what they do, because authentic alignment isn’t just good marketing, it’s good business.