Get your free guide to help you define your core brand values [including 200+ value examples]

Whether you’re just getting started developing your brand/business or you’ve been around for a while, defining (or even re-defining) your brand values is an empowering exercise that keeps on giving. #bigups

Your brand values are such a key part of developing a strong identity and knowing what they are allow you to create a “north star” for you to refer back. Let’s dive into what brand values are all about and how you can define values that:

• are genuine and true to your business
• help you connect with your ideal clients
• set you apart from the competition

Lucky for you, this blog post comes with a free digital guide that’ll take you through a step-by-step process to choose your brand values and identity how you can weave them into how you communicate with your audience. You can get it free at the end of this, but first read on so you know you’ve got the background info first-hand.

What are brand values?

Brand values are at the very core of your brand. Think of them as the epicentre and everything your brand and business does stems from them – including the design, voice and relationships you build. They’re the belief that your business stands for and the driving force that guides the decisions you make in your business. They’re not your business goals (although those are important too). Your brand values are instead, the promises your brand makes for how you shows up in the world.

Choosing authentic and strong brand values can help set your business apart from others in the same industry. They’ll also allow you to develop meaningful relationships with your consumers and can be even more important than having the best product or service available. Clearly communicating your brand values will help you to attract your ideal customers, and people who share your values are also more likely to become loyal to your brand.

Think outside the box and it’s okay to get negative 😉

Try not to pick something obvious that just sounds nice or something you think your customers will expect. Instead think of how you can choose values that are specific to your niche or industry. Think about what kind of experience you want your customers to have with your brand. Think of some negative aspects of your industry that your business overcomes. I know that sounds weird or a bit backwards but stay with me.

What are some of the typical downsides that your ideal customers face when trying to find or use the product or service you offer? What obstacles do they have to deal with? Maybe it’s confusion about the steps they need to take to order a product. Or they might be concerned about a lack of communication between them and their service provider. Perhaps timing is a big issue for them?

Then, think about how your business overcomes those negatives. What problem does your business have a solution for that you can highlight as a massive positive to your ideal customers? How do you reassure them that your business is the right choice to make?

My own brand value example

One of my brand values is “connection”. It’s part of my own north star and central to how I approach every project. My clients and I have to be a good fit and I don’t take on clients who I can’t connect with and truly get behind. I work closely with every client to truly know their business and work out their goals to identify what they really need. I learn the ins-and-outs of their brand and business, I share knowledge with my clients and community to help build and grow brands from the ground up. It is a very collaborative and connected approach.

This is a selling point for my brand and business because it is so intimate and bespoke. This value is engrained in how I speak to my client, how I operate in my business and let’s my client know that I truly care about the success of their brand. With this connection I’m able to serve my clients with focused design solutions, not just the cookie-cutter bullshit. This sets me apart from larger agencies where the person doing the selling isn’t doing the design/marketing/developing of concepts. I don’t think there is anything wrong with the way other agencies do their “thing,” but for me this is truly where the magic happens in developing a brand – through 1:1 connection and collaboration. This also helps me attract the kind of clients who value this form or working.

When you choose your brand values, make sure you’re highlighting values that showcase how and why they’re important to you and your clients.

Take a stand for your brand (k, I know that rhymes and no I’m not mad at it…)

These three questions help to work out what sets your business apart and help figure out your own unique values that you and your brand can “live” into. Ask yourself:

• What does my business stand for?
• When conducting business, what do I consider most important?
• What do I believe in?

When you’re able to identify your brand purpose, you’ll discover values that explain why you do what you do and why your target audience should care. As I mentioned upfront, your brand values are promises to your customer and let them know what to expect from you. These values should be expressed naturally in the way your brand communicates and how you run your business. When your customers (and staff) think of your brand these values should show up for them. If they don’t then the values you’ve chosen are not a real representation of your brand and business.

If your business says it values one thing and behaves otherwise, this creates dishonesty and lack of clarity. On the flip side, if you brand values are a real representation of your beliefs and how you show up in the world, this fosters trust, connection and helps your business stand out in the crowd.

Communicate your brand values

After you’ve read this post and completed the free guide, you should have 3 values (max) to work with and to use as your selling point. This doesn’t mean stick them all over your website or list them off in social media posts. Instead weave them into the language you use. I have mine written down on my desk and look at them often. If I’m ever stuck on making a decision, I ask myself if the decision is in line with my values. If even one of the 3 is being compromised, it’s not a good fit. I also have my values woven into my website content without overtly listing them (that often looks/feels forced).

Your values are your selling point and will help you express your brand with confidence and alignment. Instead of stating what you do, state why you do it and weave your values into this message. This makes your business more memorable and meaningful. It’s the difference between, “I design logos” and “I design brand packages and strategies to empower businesses to create consistency and impact in their industries.”

Final thoughts

I’ve said it before and I’ll say it again, your brand is not your logo. Your values are at the core of your business and although this process can be challenging, if you identify values that are true to your purpose, they will be timeless and guide so much than the way your brand looks.

And remember this, your values shouldn’t be identified then ignored. They should inspire you daily to do better and used to guide your actions, decision-making, marketing, customer-service, and the way you connect with your audience. When you and your brand show up in full alignment with your values, you’ll naturally attract others with similar values, which means you’ll enjoy a more engaged audience, better clients, and greater success.

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