The Brand Values Playbook: How to Find the Values That Guide Your Business
What You'll Learn
This step-by-step playbook will help you:
Identify the beliefs and principles behind your business
Discover what your best clients value most about working with you
Narrow your values from a long list to your Top 3
Define what each value means in practice
Test whether your values are genuine or aspirational
Create a values statement you can use across your brand
Many businesses have values.
Far fewer actually live by them.
If you've ever sat down to define your brand values, you've probably found yourself staring at a list of words like integrity, excellence, innovation and trust wondering which ones you should choose.
The good news! The best brand values aren't chosen.
They're uncovered.
They're often hiding in the compliments you receive, the standards you uphold, the clients you love working with and the things that frustrate you most about your industry.
Google Doc
This playbook will help you uncover the values already shaping your business so you can build a stronger brand, make better decisions and create a more consistent client experience.
Before We Begin
⏱ Grab a drink & Set aside 30 mins
There are no right or wrong answers.
Don't overthink it.
Write down what comes to mind and look for patterns later.
The goal isn't to create values that sound impressive.
The goal is to identify the values that genuinely influence how your business operates every day.
Ready?
Let's get started.
STEP ONE
Think Beyond Business
Before you think about your company, think about yourself.
Many business values begin as personal values.
Write down anything that comes to mind.
Ask yourself:
What frustrates you in your industry?
What behaviours do you admire in others?
What do people thank you for most often?
What would you never compromise on?
What principles guide your life and work?
STEP TWO
What Makes You Different?
Think about your best clients and best projects.
Write down your answers.
Ask yourself:
Why do people choose us?
Why do they come back?
Why do they refer us?
What do we consistently do well?
What do we refuse to do?
STEP THREE
Choose Your Values
Below is a list of some brand values to help you get started.
Select any that resonate.
Relationships
Connection
Community
Family
Collaboration
Respect
Compassion
Belonging
Generosity
Trust
Excellence
Quality
Craftsmanship
Professionalism
Reliability
Consistency
Attention to Detail
Mastery
Excellence
Accountability
Growth
Learning
Curiosity
Innovation
Improvement
Progress
Adaptability
Courage
Ambition
Leadership
Character
Integrity
Honesty
Authenticity
Transparency
Fairness
Loyalty
Humility
Responsibility
Creativity
Creativity
Originality
Imagination
Beauty
Expression
Design
Innovation
Inspiration
Lifestyle
Balance
Wellbeing
Simplicity
Freedom
Adventure
Joy
Fulfilment
Sustainability
STEP FOUR
Narrow It Down
From your list, choose your Top 10.
Then your Top 5.
Then your Top 3.
The fewer values you have, the stronger they become.
STEP FIVE
Define Your Values
A value without a definition means different things to different people.
For each of your Top 3 values, answer:
What does this mean to us?
How do we demonstrate it?
STEP SIX
Put Them To The Test
A true brand value should influence behaviour.
Ask yourself:
If money was removed from the equation, would we still believe this?
Would we hire based on this value?
Would we fire based on this value?
Would our best clients recognise this value in us?
□ Yes
□ No
If the answer is "No", it may not be a true value.
EXAMPLE
JÜBE
Balance
Bringing balance back to businesses with elevated, clear, consistent brands.
Creativity
Finding unique, strategic, memorable ways to bring businesses to life.
Joy
Making the branding process transparent, collaborative, fun.
FINAL EXERCISE
Complete this sentence:
"Our business exists to create ____ through ____ because we believe ____."
Example:
"JÜBE exists to create memorable brands through strategy-led design because we believe every great business deserves to be seen, loved and chosen."
Why Brand Values Matter
Brand values are the beliefs and principles that guide your business.
They influence how you work, who you work with, how you make decisions, how your team behaves and ultimately how your brand is experienced by others.
Your values are not aspirational buzzwords that sound good on a wall.
They are the things you genuinely believe in and would continue to uphold even if nobody was watching.
Strong brand values help you:
Make decisions faster
Attract aligned clients
Build a stronger team culture
Create consistent messaging
Differentiate yourself from competitors
Stay true to your purpose as your business grows
