Create your brand.
Clarify your message.
Make an impact.

Brand strategy + coaching
for purpose-driven entrepreneurs

Create your brand.
Clarify your message.
Make an impact.

Brand strategy + coaching for
purpose-driven entrepreneurs



If you are a coach or have ever worked with a coach, you’re likely familiar with the term “values.”

You’ve probably even done a values exercise to figure out what’s most important to you.

But do these values matter in your business? And what role do they play when it comes to building your brand?

The answer is absolutely, and here’s why.

Wait… what are values again?

Here’s a quick primer: Values are the guiding principles that drive your decisions in your life and business.

Whether it’s adventure or family, freedom or security, accomplishment or fun, a value describes what’s most important to you.

For example, one of my values is freedom, which drove me to start my own business and now drives me to help other people achieve their dream of working for themselves and experiencing their own sense of freedom.

When your life is aligned with your values, your key needs are met. You feel happy and fulfilled. And the same thing is true when you honor your values in your business.

What role do values play in my business?

When you start a business to do what you love — and you want to do purpose-driven work — it’s important to align your business with your values.

Aligning your business with your values means that you set up your business to honor what’s most important to you.

In fact, knowing and honoring your values in your business helps you meet your own personal definition of success!

Another one of my values is learning. So I’ll make sure that I carve out time and space to learn new methods, strategies, and approaches in my business. If I didn’t give myself this permission to learn, I would feel stilted, stalled out, and uninspired.

Examples of values

Here are some other examples of values.

  • Accomplishment
  • Adventure
  • Freedom
  • Independence
  • Truth
  • Creativity
  • Integrity
  • Authenticity
  • Self-trust
  • Learning/knowledge
  • Intuition
  • Fun
  • Family

The key is not to simply choose a word, but to define what specifically this word means to you.

If you value creativity, what does that mean? What does that look like for you, both in your life and your business? And how can you create more of that?

Why values matter in building a strong brand

Your brand values accomplish two things:

1) They communicate what matters to you  

2) They attract your dream clients.

As you might remember, Simon Sinek said, “People don’t buy what you do, they buy why you do it.”

Your “why” is made up of values — the things that are most important to you.

When you share your brand values, these things happen:

  • You feel more natural and confident with the topics you speak and share about because they are important to you. No more sleazy-feeling marketing or putting on airs. You’re sharing the real you.
  • You attract people who value what you do. When you express your key values, you naturally attract others who appreciate and want the same thing. This can bring clients, partnerships, and all sorts of opportunities your way.
  • You make decisions more easily, because you know what’s most important! You’ll know what project to prioritize, what opportunities to say “yes” to, and what to do in your free time.
  • You’ll stand out from the crowd. If your marketplace is competitive (and whose isn’t?), your values help you stand apart from others who do similar work.

What makes a strong brand value

Strong brand values share these characteristics:

  • Original. Yes, many businesses may have a value of “integrity,” but what does that mean for you specifically? The meaning is what’s most important.
  • True. This is a no-brainer, but don’t choose values that you feel you don’t currently embody or practice just because they sound good. Choose what’s most true for you.
  • Communicable. If you say you value creativity, make sure you can communicate your creativity through your work.
  • Lasting. Strong values are lasting over time, whether you change your services or your ideal client.
  • Important. You can embody a lot of positive qualities in your business and as a brand, but what are the MOST important ones? That’s where to focus.

Of course, it’s not enough simply to HAVE values. You must embody them in your business and communicate them to your clients and potential clients.

This is the key to creating a strong brand that reflects who you are.

Want to learn more about aligning with and communicating your brand values? Sign up for a free consult today.