Self-expressive human values of brand personality are a powerful factor in the consumer’s brand bonding process. Perceived by target audiences as personally self-enhancing, these values may allow consumers to travel from their perceived real self toward a more aspirational ideal self. The ideal self is formed and defined by our aspirations, our ambitions, and by societal prescriptions. Values assume multiple roles in branding. They may contribute to providing authenticity across the entire brand messaging effort, thus depicting the brand as more genuine. A brand that claims what it does and does what it claims will inevitably build trust with consumers, ultimately leading to more brand loyalty or even advocacy. Self-expressive human values are most effective when leveraged to define the brand essence, which must single-mindedly claim what a brand stands for. Used in the branding process, these self-expressive human values may define the brand identity (who am I?), the brand affiliation (where do I belong?), the brand competence (what am I best at?), and the brand vision (what do I believe in?). This chapter explains the nature and function of self-expressive human values of brand personality. It also introduces the reader to key branding tools, such as the brand ladder, which is used in a professional brand positioning exercise to define the self-expressive human value of a brand.