Have you heard that brand values are important, yet don’t fully understand why? 

The truth is your values act as guiding principles that shape your identity and drive your actions. 

They represent the essence of who you are as a brand and the foundation upon which you build meaningful connections with your audience. 

Plus, as a coach, your core values provide prospective clients with insight into your beliefs and priorities, guiding like-minded individuals toward a partnership with you on their journey to success. 

In this article, we’ll explore how to identify, define, and live your core values so they serve as the heartbeat of your brand.

What Exactly Are Brand Values?

Core values are the fundamental beliefs and principles that define the essence of your brand. They reflect what matters most to you and serve as a compass for decision-making.

Whether you choose integrity, excellence, collaboration, or innovation, your core values are the bedrock of your brand culture.

How to Identify Your Brand Values

The first step in defining your core values is to reflect on what principles resonate most deeply with you and align with your business. Consider your mission, vision, long-term goals, and the qualities that set you apart from similar companies.

Once you’ve identified potential core values, narrow down your list to those that are non-negotiable and truly embody the essence of your brand.

For example, here are the values that Red Cape embodies:

  • We display empathy for your journey with respect, care, and thoughtfulness
  • We strive to form lasting relationships to help you achieve your wildest goals
  • We care about open, honest, heartfelt communication and taking personal responsibility
  • We ensure there is alignment between our delivery and our promises by measuring and reporting on specific metrics and milestones

Living Your Core Values

Defining your core values is only the beginning; living them is where the magic happens.

When you integrate your core values into every aspect of your business, from hiring and onboarding processes to customer interactions and your services, everything else will fall into place.

Instead of listing your values on your website and calling it a day, make sure to lead by example and demonstrate your commitment to your values through your actions and decisions. When your actions align with your values, you build trust with clients, harmony with your team, and differentiation in the marketplace.

For instance, here at Red Cape, we live out our commitment as a relational marketing team by intentionally building trust with our clients. Another way we honor this value is by holding regular team bonding sessions to strengthen our own relationships.

The Benefits of Living Your Values

Living your core values feels natural and fulfilling and benefits your business as a whole.

It creates a sense of authenticity and transparency that resonates with clients and employees. By consistently embodying your values, you build trust and credibility, establishing a strong foundation for long-lasting relationships. 

And as a bonus, living your values fosters a sense of purpose and fulfillment within your organization, driving employee engagement and productivity.

Looking Forward

Your core values are more than words on a page—they are the guiding light that illuminates your path forward. By defining and living your core values, you create a cohesive and authentic brand identity that resonates with your audience on a deeper level. 

So, take the time to identify what matters most to you and your business, and let your values be the driving force behind everything you do.