Guide to defining your Brand Values

I have talked about creating a solid foundation for your brand before in a previous post. In that post, I mentioned my top foundational blogs to build a compelling and engaging brand. One of them being, Brand Values.

In this post, we are going to go over how you can define and pick the brand values that will help you attract the right people and stay true to who you are.

Let’s do a little recap first.

Brand Values are the beliefs that you, as a business, stand for. They are how you communicate the things you find most important and are the driving force that guides every decision you make with your branding. Your brand values are more like promises for how your business will conduct itself.

Choosing authentic and strong core brand values can help you to 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. Communicating your brand values well will help you to attract your ideal customers, and people who share your values are also more likely to become loyal to your brand.

For example: If you are a wellness brand that offers health coaching. Let’s say one of your brand values is a holistic approach. That means you look at all areas of life before helping the client. Looking at the person from a personal, relational, physical and emotional standpoint. This would be a Brand Value that would attract the right people who are wanting that kind of healing and weed out the ones who don’t. It also positions you in a nice sweet spot from your competition.

Go below the surface.

When it comes to defining your brand values, your brain might instantly jump to words like, “reliability”, “trust-worthy”, or”relatable” While there’s nothing wrong with these values, it’s also important to think of how you can make these values more characteristic of your unique business. On their own, these kinds of values don’t do much to set you apart. Instead, they sound like generic values that every business stands for at the surface.

Instead, consider how you can be a little more specific to your niche or industry. First, think about what kind of experience your ideal customers are looking for, when choosing a business to go to. What are some negative aspects of your industry, that your business specifically overcomes?

Make it true to you!

The best way to set your business apart, and find a way to be unique is to make sure you’re being authentic.

Journal on these questions:

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

By understanding why your business exists, you’ll discover values that clearly explain why you do what you do, and how it helps your ideal market. Set a standard of behavior for your business and stick to it. Your brand values are promises to your customers about what they can expect from you.

The brand values you define should be values that are naturally infused into your everyday practices and the way you run your business.

When your brand values are a real representation of what you believe in as a business, then they become a strong part of your story and brand. This helps your business to make a stand, and stand out.

Still not clear?

If you’re struggling to specify the things you find important as a business, then it might help you consider the negative aspects of your industry.

Journal on these questions:

  • 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 the timing is a big issue for them.

Then, journal about how your business overcomes those negatives.

  • What problem does your business have a solution to 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?

In Closing…

While your external branding, such as your logo, website design, and brand colors, might change over the lifetime of your business, your brand values should be steadfast and timeless. This is part of what makes them such a powerful part of your business, and why they are an important foundational block for your branding. Define them carefully by considering what you want your business to stand for, and treat them as promises. Do that and you’re sure to make great connections with your ideal customers and grow a brand that really shines.





Guide to defining your Brand Values

I'm Jacquelynn

 The woman who decided mundane was no longer good enough and created her dream life. My mission? To help you evolve and grow into the woman and business owner you desire to be.

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Jacquelynn Marie

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