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If you are familiar with the branding process, you’ve probably heard of brand values. But what exactly are they, and how do you determine your brand values? 

If you’ve ever worked with a coach, you’ve probably done a values exercise to figure out what’s most important to you.

But what about values in your business? Values in your business are called brand values. And they play a big role when it comes to building your brand.

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 are brand values?

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

Determining your brand values helps you set the overall mission and vision for your business, and gives you a compass from which to make business decisions. 

When you know your brand values, you identify the top things that are important in your business. When you run your business with these values, you attract opportunities and your clients are aligned with these values.

Examples of brand values

Examples of brand values include:

  • Transparency
  • Authenticity
  • Freedom
  • Exploration
  • Truth
  • Creativity
  • Integrity
  • Self-trust
  • Learning
  • Intuition
  • Fun
  • Connection

When determining your brand values, the key is not to simply choose a word, but to define what specifically this word means to you.

If one of your brand values is creativity, what does that mean? What does that look like for you in your business? And what actions will you take to ensure you honor that value?

Why brand values matter in building a strong brand

When followed, your core brand values accomplish 3 things:

1) They communicate what matters to you in your business

2) They set the stage for what’s most important in your business  

2) They attract your dream clients

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 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 brand 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.