Well, I'd certainly split "value" and "feature" in two distinct categories.
A Value is something that IMHO can't and shouldn't be promoted in a product (be it a UI or something else). It must be represented by the whole brand or organization.
I'll use IBM as an example (this is not advertising, I do not work for IBM), see how the word "solid" is stamped everywhere. That's their value!
Their choice for thick horizontal strips whenever appropriate, even their logo is made of horizontal lines in a bold, uppercase slab-serif. Can it get more "solid" than that?
Also note how they place "solutions" as the first button, right after their logo.
Note the hierarchy: IBM -> Solutions -> Services -> Products.
And it's not just in their website, all they do exhales the word "solid".
See how "rock solid" this laptop looks. It looks like you can fall off a cliff with it and use it to tweet about it.
By the way, not only it looks like that. the mid- to high-range ThinkPads have water-proof keyboards that have special, sealed drainage channels running to the laptop's underside.
And see how this also relates to features. The solid look of their products give a hint that indeed they were built with that thinking in mind.
That's how they embrace their values - through features that are consistent with the overall look of their products, be it on the UI of their website or their server's hull.
So when your product looks fun, people will expect fun, and be more inclined to expore that side of your product. When it looks smart, people will believe it is, unless the product disappoints them.
So basically you just have to make people expect something of your brand/organization/product, and then guide them towards the path that makes you different from the rest (e.g., more solid, more fun, smarter...).
Also see my comment on NGO examples in Alvin's question that focused on NGOs if that's your case.