Core values are qualities and traits you find near and dear to your heart. Typically, they’re the standards you strive to live by. Standards you set for yourself.
In branding, your values become the qualities your brand is known for — being authentic, trustworthy, strong, tough, persistent, etc. — and your audience comes to recognize those traits as an integral aspect of your brand.
Because of this, choices and actions you take that don’t align with your core values can quickly destroy your brand’s reputation.
That’s what makes them so important…because when you consciously choose the values you’ll live by, you understand how to stick to them.
Knowing what you value — what’s most important to you — is usually something you discover along the way of building your brand, not something you necessarily pick and choose at random. But it’s likely you already have a gut feeling about what’s important to you and can use the list below to officially outline your core values.
Once you’ve identified which values are most important to you, and which ones your brand will officially stand for, you’ll need to outline exactly how you intend for your brand to represent them.
It could be simple, or it could be complicated, but your brand always needs to stay consistent within them.
Core Values That Could Represent Your Brand
Acceptance
Accomplishment
Accountability
Accuracy
Achievement
Adaptability
Alertness
Altruism
Ambition
Amusement
Assertiveness
Attentive
Awareness
Balance
Beauty
Boldness
Bravery
Brilliance
Calm
Candor
Capable
Careful
Certainty
Challenge
Charity
Cleanliness
Clear
Clever
Comfort
Commitment
Common sense
Communication
Community
Compassion
Competence
Concentration
Confidence
Connection
Consciousness
Consistency
Contentment
Contribution
Control
Conviction
Cooperation
Courage
Courtesy
Creation
Creativity
Credibility
Curiosity
Decisive
Decisiveness
Dedication
Dependability
Determination
Development
Devotion
Dignity
Discipline
Discovery
Drive
Effectiveness
Efficiency
Empathy
Empower
Endurance
Energy
Enjoyment
Enthusiasm
Equality
Ethical
Excellence
Experience
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Exploration
Expressive
Fairness
Family
Famous
Fearless
Feelings
Ferocious
Fidelity
Focus
Foresight
Fortitude
Freedom
Friendship
Fun
Generosity
Genius
Giving
Goodness
Grace
Gratitude
Greatness
Growth
Happiness
Hard work
Harmony
Health
Honesty
Honor
Hope
Humility
Humor
Imagination
Improvement
Independence
Individuality
Innovation
Inquisitive
Insightful
Inspiring
Integrity
Intelligence
Intensity
Intuitive
Joy
Justice
Kindness
Knowledge
Lawful
Leadership
Learning
Liberty
Logic
Love
Loyalty
Mastery
Maturity
Meaning
Moderation
Motivation
Openness
Optimism
Order
Organization
Originality
Passion
Patience
Peace
Performance
Persistence
Playfulness
Poise
Potential
Power
Present
Productivity
Professionalism
Prosperity
Purpose
Quality
Realistic
Reason
Recognition
Recreation
Reflective
Respect
Responsibility
Restraint
Results-oriented
Reverence
Rigor
Risk
Satisfaction
Security
Self-reliance
Selfless
Sensitivity
Serenity
Service
Sharing
Significance
Silence
Simplicity
Sincerity
Skill
Skillfulness
Smart
Solitude
Spirit
Spirituality
Spontaneous
Stability
Status
Stewardship
Strength
Structure
Success
Support
Surprise
Sustainability
Talent
Teamwork
Temperance
Thankful
Thorough
Thoughtful
Timeliness
Tolerance
Toughness
Traditional
Tranquility
Transparency
Trust
Trustworthy
Truth
Understanding
Uniqueness
Unity
Valor
Victory
Vigor
Vision
Vitality
Wealth
Welcoming
Winning
Wisdom
Wonder
Pro Tip: Keep your core values close to you throughout your business. And make sure to share them with anyone you bring into your business to work with you. Consistently meeting and matching the values you claim to uphold will help your current and future clients trust you!
About The Author
Hey! I’m Cass, a Certified Brand Coach and a Co-Founder at Lovely Impact. I help coaches elevate their businesses with beautiful branding and websites. Here on our blog, my content focuses on branding, web design, and storytelling.
