Brand Values: How to Live Them Beyond the “About” Page
When I first sat down to write my brand values, I chose something like integrity and excellence. I thought they sounded good.
But not very original. And somewhat of a given.
True brand values aren’t just nice words for your About page. They’re the compass for every decision you make: who you work with, how you deliver, and what you stand for.
When you live them, values attract the right people and repel the wrong ones. When you don’t, they become meaningless wallpaper.
Why Values Matter in Brand Strategy
Values are the emotional glue between you and your clients. Especially for purpose-driven entrepreneurs (like the women I work with), values are often the real reason clients choose you.
They build trust.
They create alignment.
They help you stay consistent.
The Mistake: Generic Values
Words like integrity, honesty, professionalism aren’t wrong, but they don’t differentiate.
Real values are:
Personal — rooted in your story.
Practical — easy to apply to decisions.
Polarising — they attract or repel.
My Values in Action (Story)
One of my biggest values is clarity. It comes from my own journey of navigating overwhelming tech and branding while starting out.
That value shows up in how I:
Simplify complex design processes.
Create easy-to-use websites for non-techy clients.
Strip away fluff in messaging.
Another is growth. I don’t design “pretty” websites; I design systems that fuel business growth. That’s why I called my business Designs for Growth.
How to Make Values Real, that you can Action
Audit your calendar: Are you spending time on what aligns?
Audit your clients: Do you share values? (Working with the wrong ones creates friction.)
Audit your offers: Do they reflect what you stand for?
Write your values as actions this will force you to think about how you will embody them.
Practical Exercise
Think of a client you loved working with. What values did they share with you?
Now think of one you didn’t. Which values clashed?
That contrast will reveal your real values.
Brand values aren’t fluff. They’re the non-negotiables that make your brand magnetic to the right people.
In the Brand Accelerator, we uncover the values that shape your business - and translate them into visuals, words, and experiences your clients can feel. Curious? Read more about this programme here.
