275+ Core Values to Inspire Your Coaching Brand

Hey coach! Let’s be honest for a moment. Figuring out what your brand actually stands for can feel like a big question mark, especially when you’re just starting out.

You know you want to make a difference, connect with your people, and show up with authenticity, but how do you define that in a way your brand can consistently live by?

That’s where core values come in. By the way, we’re Cass and Tee, certified coaches and Co-Founders at Lovely Impact. At Lovely Impact, we believe your brand should reflect what matters most to you. Your values are the foundation of that reflection.

In this post, we’re breaking down:

• What core values are (quick refresher!)
• Why they matter for your coaching brand
• A list of over 275 brand-worthy values to choose from
• Tips for narrowing down your list
• How to infuse your values into your coaching business

Let’s dive right in!

What Are Core Values?

Core values are the principles and beliefs that guide how you show up in your business. They represent the qualities your brand stands for and the standards you want to be known for.

Think of them as the emotional thread running through everything you do, from how you coach to how you market. These values aren’t just aspirational, they’re actionable.

Why Core Values Matter for Your Coaching Brand

Your core values help you stay grounded, make aligned decisions, and build trust with your audience. When your values are clear, your messaging becomes consistent, your offers feel more aligned, and your clients feel safe and connected with you.

275+ Core Values to Inspire Your Brand Identity

To make this list easier to navigate, we’ve broken it into themed categories. Scroll through and notice which ones make your heart say “YES!” Those are the values worth paying attention to.

We’ve also included an example value statement in each category to help you visualize how that value could be lived out in your coaching brand.

Relationship-Driven Values

These values reflect how you show up in relationships: with clients, collaborators, and your community. Great for coaches who prioritize connection, emotional intelligence, or deep listening.

Core value ideas:
Compassion, Empathy, Trust, Connection, Community, Respect, Communication, Kindness, Inclusivity, Support, Listening, Presence, Loyalty, Friendship, Vulnerability

Example:
“I promise to create a coaching space where every client feels seen, heard, and understood, because deep transformation starts with real human connection.”

Impact & Legacy Values

These values are about the bigger picture: making a difference, leaving a mark, or contributing to something beyond yourself. Perfect for purpose-driven coaches.

Core value ideas:
Empowerment, Justice, Equality, Service, Sustainability, Contribution, Advocacy, Giving, Generosity, Responsibility, Legacy, Courage, Integrity

Example:
“I promise to empower my clients to make decisions aligned with their truth, even when the world around them says otherwise.”

Personal Growth & Learning Values

These values reflect a commitment to self-development, curiosity, and lifelong learning. Ideal for coaches who value transformation on a deep level.

Core value ideas:
Growth, Learning, Wisdom, Mastery, Knowledge, Self-awareness, Mindfulness, Curiosity, Openness, Exploration, Reflection, Intuition

Example:
“I promise to challenge my clients with care, encouraging growth through honest reflection, bold action, and consistent support.”

Integrity & Ethics Values

These values are all about trustworthiness, honesty, and doing what’s right, even when no one’s watching. A must-have category for coaches building strong client relationships.

Core value ideas:
Integrity, Honesty, Transparency, Authenticity, Fairness, Respect, Reliability, Responsibility, Consistency, Discernment, Accountability

Example:
“I promise to speak truthfully, even when it’s uncomfortable, because my clients deserve a coach who will be both kind and real.”

Leadership & Excellence Values

These values signal that you’re here to lead with clarity, confidence, and results. Great for business, executive, or leadership coaches.

Core value ideas:
Excellence, Courage, Confidence, Boldness, Drive, Commitment, Focus, Motivation, Vision, Determination, Ownership, Influence

Example:
“I promise to deliver my absolute best in every session, resource, and program, because my clients are worthy of nothing less.”

Creativity & Innovation Values

These values show that your brand is imaginative, original, and willing to break the mold. A great fit for coaches with unique tools, visuals, or perspectives.

Core value ideas:
Creativity, Innovation, Imagination, Vision, Curiosity, Originality, Playfulness, Spontaneity, Flexibility, Open-mindedness, Problem-solving

Example:
“I promise to stay curious and creative, always looking for new tools, perspectives, and ideas to better serve my clients’ growth.”

Lifestyle & Wellness Values

These values emphasize a holistic approach to life and success. Great for life, wellness, spiritual, or health-focused coaches.

Core value ideas:
Balance, Joy, Freedom, Peace, Vitality, Wellness, Harmony, Calm, Energy, Flow, Simplicity, Gratitude, Mindfulness

Example:
“I promise to model and encourage a balanced approach to success, one that honors ambition without sacrificing well-being.”

Business Operations Values

These values show that your brand is reliable, thoughtful, and built on solid systems. Perfect for coaches who value a professional, streamlined client experience.

Core value ideas:
Professionalism, Timeliness, Organization, Structure, Excellence, Clarity, Precision, Responsiveness, Punctuality, Consistency, Detail-oriented

Example:
“I promise to run my business with clear communication, consistent boundaries, and reliable follow-through, so my clients always feel taken care of.”

The Full List of Values

Feeling inspired and ready to explore even more options? Below you’ll find our complete list of 275+ core values to help you clarify exactly what your coaching brand stands for.

Take your time browsing this list. Let your intuition lead you, and notice which values feel like a true reflection of how you want to show up in your business.

Pro Tip: Don’t just look for words that sound “nice.” Look for the ones that feel like home. The ones that feel non-negotiable to who you are as a coach.

Want to make the process even easier? We’ve created a printable worksheet with all the values included, available inside our Free Resource Library for Coaches, along with dozens of other tools to help you build a thriving coaching business.

👉 Join the Free Resource Library here to get instant access!

How to Choose the Right Core Values for Your Coaching Brand

Feeling overwhelmed by the list? Don’t worry, you’re not meant to choose them all.

Here’s a simple process:

1. Reflect on what matters most to you as a coach.
2. Ask yourself how you want clients to feel after working with you.
3. Circle 10–15 values that resonate, then narrow it down to 3–5 that feel non-negotiable.
4. Define each one in your own words. What does it look like in practice?

Pro Tip: Turn Your Values into Promises

Once you’ve selected your core values, write a sentence for each one that starts with “I promise…” or “I commit to…” and describes how that value shows up in your coaching.

This not only helps you embody your brand, it also builds trust when you share these statements publicly on your website or in client onboarding materials.

Hint: All of these steps are included in the Core Values worksheet available in our Resource Library! 😉

Keep Your Values Close

Your core values are more than a brand exercise, they’re your compass.

They guide how you coach, communicate, and create. And when you lead with values that genuinely reflect who you are, your brand doesn’t just feel authentic, it is authentic.

So take your time, get clear, and build your coaching business around the values that light you up. You’ve got this, coach!