Find your values

Values: What are the values that your brand is built around?

The quickest way to add Substance to your brand is to know your values and then to act on them. 

We like to look at how values can be embodied in two main ways: 1) as internal behaviours within your organisation (or how you act if you’re working on your personal brand), and 2) as external messages to your audience.

There a few keys when it comes to choosing your values:

  1. They have to be real to you – don’t just choose something because it sounds good.

  2. You have to be committed to embodying them in everything that you do (or they’re not your values, they’re just empty words).

  3. Your values belong to you so the words you use to describe them can mean whatever you want. Own them. The important thing is that they can guide you to where you want to be.
 
The final point to remember is that the values you feed into your brand will affect it’s whole design; a brand built around ‘creativity’ will be totally different to a brand built around ‘comfort’, for example.

Play around with the list of values below: Try and narrow your brand values down to no more than five core values.

Once you’ve done that:

  1. Define the value on your own terms.

     

  2. What would it look like in terms of internal behaviours?

     

  3. What messages could this be translated into for clients?
 
For example, with the value of ‘creativity’ (for an imaginary brand):


Brand Value Definition


Internal Behaviours


External Messages

Creativity: Our (imaginary) brand is open to playing with expectations at all times. 

Staff do not just follow the same old rules for the sake of following them but play with the context of what’s in front of them.

Our clients know that we are there to explore creative solutions instead of just following the same old textbook methodologies.

 

Values List

Abundance 

Acceptance

Accountability

Achievement

Activity

Action

Advancement

Adventure

Affection

Authenticity

Balance

Beauty

Caring

Challenge

Change

Character

Choice

Clarity

Collaboration

Comfort

Compassion

Communication

Community

Competence

Competition

Confrontation

Connectedness

Consciousness

Consensus

Context

Control

Conviction

Cooperation

Country

Courage

Courtesy

Creativity

Death

Dedication

Decisiveness

Democracy

Development

Dialogue

Difference

Dignity

Discipline

Diversity

Duty

Earth

Edge

Education

Effectiveness

Empathy

Empowerment

Entrepreneurship

Environment

Equality

Excellence

Excitement

Experience

Expertise

Faith

Fairness

Fallibility

Fame

Family

Fidelity

Flexibility

Flux

Forgiveness

Freedom

Friendship

Fun

‘God’

Goodness

Gratitude

Greatness

Growth

‘Happiness’

Harmony

Healing

Health

Home

Honesty

Honour

Human Nature

Humanity

Humility

Humour

Imagination

Impact

Imperfection

Independence

Individuality

Influence

Innovation

Integrity

Intelligence

Interdependence

Internality

Involvement

Joy

Justice

Kindness

Knowledge

Leadership

Learning

Life

Love

Loyalty

Meaning

Meditation

Mercy

Merit

Moments

Money

Motivation

Nature

Openness

Opportunity

Order

Originality

Paradox

Participation

Partnership

Passion

Patience

Peace

Perfection

Perseverance

Philanthropy

Planning

Pleasure

Possibility

Positivity

Potential

Power

Presence

Privacy

Process

Productivity

Professionalism

Progress

Prosperity

Provocation

Purpose

Quality

Questions

Reality

Reason

Recognition

Reflection

Relationships

Religion

Respect

Responsibility

Responsiveness

Resolution

Risk-taking

Ritual

Safety

Sanctuary

Security

Self

Self-acceptance

Self-actualisation

Self-awareness

Self-creation

Self-esteem

Self-guidance

Self-investment

Self-leadership

Self-reflection

Self-transcendence

Serenity

Solitude

Spirituality

Stability

Status

Stewardship

Stewardship

Strength

Substance

Surrender

Success

Systems

Teaching

Team Work

Time

Tradition

Trust

Truth

Uncertainty

Understanding

Uniqueness

Variety

Vision

Vitality

Vivacity

Vulnerability

Wealth

Wellness

Wholeness

Wisdom

List adapted from Personal Revolutions: A Short Course in Realness by Oli Anderson

Our Values Are: Truth, Creativity, Provocation, Humanity, and Nature.