Overview
Your Core Brand Values are the guiding beliefs behind your business. They shape how you show up, how you make decisions, and how your customers experience your brand.
Think of them as your business's internal compass—what you stand for, no matter what.
Why They Matter
Core values help you:
Build trust with customers
Stay consistent across all marketing and messaging
Make decisions that feel true to your brand
Attract people who believe in what you believe
Even if you don’t state them out loud, your values are always showing.
Example (Realistic for Small Businesses)
Imagine you own a boutique fitness studio. Your Core Brand Values might be:
Empowerment, Community, Inclusivity, Consistency, Growth
These values shape:
The tone of your social media posts
How you welcome clients
What kind of staff you hire
The partnerships you form
How to Choose Your Core Brand Values (Simple Steps)
Step 1: Reflect
Ask yourself:
What do I want to be known for?
What matters most to me when working with clients?
What do I never want to compromise on?
Step 2: Think About Your Best Clients
What did they appreciate most?
What kind of energy or vibe do you both value?
Step 3: Choose 3 to 5 Words That Feel True
Don’t overthink it. Pick words that match how you want your brand to feel—authentic and aligned.
Bonus Tip:
If you're having trouble narrowing it down, ask:
“If my brand were a person, what would their personality be like?”
If you're filling out the Brand Audit Intake Form, just pick 3 to 5 words that feel the most authentic to you and your business.
We’ll take it from there and reflect your values throughout your visual identity and messaging.