Things the brand actively avoids doing or will never do.

Instructions: List principles or actions that your brand never engages in, and why they’re important for your brand identity.

Here are some examples:

1. Apple: Never compromise on product quality.
2. Coca-Cola: Will not use non-recyclable packaging.
3. Chamberlain Coffee: No use of non-organic beans.
4. Nexa Air: Will not upsell unnecessary services.
5. Cristiano Ronaldo: No product endorsements that don’t align with personal values.