The values and beliefs of a company, as expressed in the company's mission statement as well as through actions, especially from the top down, are referred to as:

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Corporate culture describes the shared values, beliefs, and norms that shape how a company acts, makes decisions, and treats people. It’s reflected not only in the mission statement but also in everyday behavior, especially how leaders model what matters and how those values cascade through the organization. When top leadership consistently demonstrates certain values, those values become part of the culture and guide choices across the company. This culture influences ethics, employee engagement, and overall performance, providing a compass for behavior even when rules aren’t explicit. Other terms like fidelity refer to loyalty; corporate character speaks to perceived moral quality, but neither fully captures the living system of beliefs and practices that culture encompasses.