Brand Values That Actually Matter

Let's ditch the generic corporate speak and build values that your audience will actually connect with

You know what I'm tired of? Opening a brand's "About" page and seeing the same recycled values: "integrity," "excellence," "innovation." Cool story, but so does literally everyone else.

Here's the thing about brand values that most brand designers won't tell you: they're not wall decorations for your office. They're the strategic backbone that should influence every decision you make, from your logo design to your social media captions.

So let's talk about building brand values that actually mean something.

Why Your Brand Values Matter More Than You Think

Before we dive into the how-to, let's get real about why this matters. Your brand values aren't just feel-good fluff that looks pretty on your website (though a good web designer can definitely make them look stunning). They're your north star for:

• Decision-making: When you're stuck between two directions, your values point the way

• Team alignment: Everyone knows what you stand for, not just what you sell

• Customer connection: People don't just buy products; they buy into beliefs

• Authentic messaging: Your voice becomes consistent because it's rooted in something real

The Problem with Cookie-Cutter Values

Most businesses approach brand values like they're ordering from a menu. "I'll take one integrity, a side of innovation, and can you super-size that excellence?"

But here's what happens when you go generic:

• Your values sound exactly like your competitors

• They don't actually guide your daily decisions

• Your team can't remember them (because they're forgettable)

• Your audience feels zero emotional connection

Professional brand design isn't just about making things look pretty, it's about creating authentic connections. And that starts with values that are uniquely, unapologetically yours.

5 Brand Values That Actually Work (With Real Examples)

Let me show you what I mean with some brands that got it right:

1. Patagonia: "We're in business to save our home planet"

Not just "environmental responsibility", they're literally saying they exist to save the planet. Bold? Yes. Memorable? Absolutely. Actionable? Check their activism record.

2. Mailchimp: "Simple is better"

While other email platforms were adding feature after feature, Mailchimp stayed true to simplicity. This value shows up in their logo design, their user interface, and their communication style.

3. Airbnb: "Belong anywhere"

They didn't just say "hospitality", they created a whole philosophy around belonging. This value influences everything from their professional brand design to their product features.

4. Ben & Jerry's: "Values-led activism"

They don't just make ice cream; they take stands. Their values aren't hidden on an About page, they're printed on the pint containers.

5. Slack: "Work should be more human"

Instead of "productivity" or "efficiency," they focused on the human element. This shows up in their playful design, their friendly copy, and their product philosophy.

How to Discover Your Brand's True Values

Ready to find values that actually fit your brand? Here's my strategic (but not stuffy) approach:

Step 1: The Gut Check Exercise

Write down the first 10 words that come to mind when you think about why your business exists. Don't overthink it, just word-vomit onto paper.

Step 2: The "Hell No" Test

What are you absolutely not willing to compromise on? Sometimes what you're against is clearer than what you're for.

Step 3: The Story Deep-Dive

Think about your favorite client project or business moment. What made it special? What values were you unconsciously living out?

Step 4: The Future Vision

Imagine your brand in 5 years. What do you want to be known for? What legacy do you want to leave?

Step 5: The Clarity Filter

Take your brainstorm and ask: "Is this specific enough to guide decisions? Is this authentically us? Would our ideal client care about this?"

Making Your Values Actually Valuable

Once you've identified your core values, here's how to make them work for you:

1. Make Them Specific

Instead of "quality," try "obsessively crafted details" Instead of "innovation," try "curiosity-driven solutions"

2. Give Them Context

Don't just list them! Explain what they mean in your world. How do they show up in your work? Your client relationships? Your business decisions?

3. Live Them Loudly

Your values should influence your web designer's approach to your site, inform your content strategy, and guide your client onboarding process.

4. Test Them Against Reality

Do your values actually influence your decisions? If not, they're just pretty words taking up space.

Your Brand Values Action Plan

Here's your strategic roadmap:

1. Week 1: Complete the discovery exercises above

2. Week 2: Draft 3-5 core values with specific explanations

3. Week 3: Test them against recent business decisions - do they align?

4. Week 4: Integrate them into your brand messaging, website copy, and client materials

The Bottom Line

Your brand values aren't just something you slap on your website and forget about. They're the strategic foundation that should influence every creative decision, every client interaction, and every piece of content you create.

Whether you're working with a brand designer to refresh your visual identity or partnering with a web designer to build a new site, those values should be the invisible thread that ties everything together.

So let's ditch the generic and build something that's genuinely, strategically, unapologetically you.

Ready to build a brand that actually stands for something? Let's make some magic, but keep it strategic. Get in touch and let's create values that move the needle.