Discovering the heart of your brand: what are core values and how to define yours

So here’s a question for you… What’s the beautiful, loud, pulsating heartbeat of your brand? I’m talking about those core values that act as the compass for everything your brand stands for.

Defined core values aren’t just fluffy buzzwords to toss around; they’re the DNA that shapes your brand identity, decision-making, and sets you apart in the bustling marketplace. Imagine this: a whopping 77% of consumers are drawn to brands that echo their own values, proving that what lies at the heart of your brand can significantly enhance customer experience and loyalty.

In this article, I’ll dive into the nitty-gritty of what core values really mean for a brand like yours. From Apple’s dedication to innovation to The Body Shop’s commitment to authenticity, I’ll explore how successful brands have harnessed their core values to speak volumes to their audience. But it’s not just about having a list of values; it’s about authenticity, action, and alignment with every facet of your brand design and strategy. So, if you’re ready to define or redefine your brand’s core values and understand how to convert them into tangible actions, let’s get on this old happy train together. Buckle up as we dissect the anatomy of core values, craft mission statements that reflect your brand’s soul, and weave these principles seamlessly into your brand strategy, ensuring every aspect of your brand pulses with the life force of your values.

Core Values: understanding the concepts

Your core values are the guiding stars of your brand universe. They are not just a list to be hung on the wall, but a set of uncompromising principles that navigate your brand’s journey through every business decision and customer interaction. Here’s how to understand and define these critical components:

  1. Fundamental Beliefs:
    • Core values are the fundamental beliefs that drive your brand’s actions and shape how stakeholders perceive you. For example, when we look at big companies, we see values like transparency, freedom, and innovation, which are deeply embedded in their operations and marketing strategies.
    • Authenticity is paramount; your values must align with your brand’s attributes and purpose to resonate with the evolving consumer zeitgeist, as highlighted by experts on LinkedIn.
  2. Influence on Brand Identity:
    • Beyond influencing actions, core values shape your brand’s voice, appearance, and overall identity. They are the ingredients for building deep, meaningful connections with customers, as they see their own values reflected in your brand design and strategy.
    • Living these values means embedding them into every aspect of your operations, from internal practices to customer communications, ensuring integrity and consistency (as suggested here by insights from Shopify).
  3. Defining and Integrating Values:
    • To define your brand values, start by identifying what matters most to your business and understanding your target audience. Narrow down your list of values and craft clear, concise statements for each.
    • Integrate these values by making them a central part of your business operations. Refer to them when making important decisions to maintain integrity and consistency, as recommended by Create8.

Remember, your brand values are more than just words; they are a commitment to your customers and a promise of what they can expect from every interaction with your brand. By defining clear and unique values, you set a strong foundation for your brand strategy, ensuring every choice you make is a step towards a more authentic and resonant brand identity.

Time for action! Identifying Your Core Values

Alright, let’s get to the heart of the matter and pinpoint those core values that will make your brand truly pulsate with life. Here’s how you can identify what’s fundamentally important to your company and leadership, making sure these values are palpable in every part of your brand strategy:

  • Brainstorm with Your Team: Gather your creative minds and start a brainstorming session. Encourage free thinking and let ideas flow without judgment. This is where the magic begins, as every member brings a piece of the puzzle to the table, reflecting on what’s truly important to your company’s heart and soul.
  • Survey Your Customers: Your customers are the lifeblood of your brand, so understanding what they value can help align your brand values with their expectations. Conduct surveys or interviews to discover what drives their loyalty and trust in your brand.
  • Analyse Your Competition: Take a look at your competitors and see which values they champion. While you don’t want to mimic them, understanding their values can help you differentiate and position your brand uniquely in the marketplace.
  • Narrow Down Values: From the brainstorming and research, you’ll likely have a long list of values. It’s time to distill them down to the most potent and relevant ones. These should be values that are not only aspirational but also deeply ingrained in your brand’s current practices and culture.
  • Incorporate into Brand Guidelines: Once you have your list of values, embed them into your brand guidelines. This ensures that everyone involved with your brand, from employees to partners, can easily find and understand these values, making them actionable in their daily work.

Remember, your core values should be as unique as your brand’s fingerprint. They should be actionable, memorable, and specific, resonating deeply with both your team and your customers. For example, if ‘innovation’ is a core value, it should be evident in the way you develop products, interact with customers, and even in the culture you cultivate within your team.

Keep in mind that your core values are not just for show—they should be the threads woven into the fabric of your brand experience. They are not mere words on a website but the standards by which every product, campaign, and customer service interaction is measured. By identifying and living by these values, you create a brand that not only stands out but also stands for something significant—a brand with a heartbeat that customers can feel and connect with.

Crafting Your Mission Statement

Ready for step two? Alrighty then let’s get down to the brass tacks of creating a mission statement that’s not just a line on a page but the battle cry of your brand. Here’s how we can whip up a mission statement that’s as unique and dynamic as your brand itself:

Step 1: Define Your Brand’s Purpose

  • Who are you?: Start by pinpointing exactly who your brand is in the market. Are you a disruptor, a comforter, a trailblazer, or perhaps a bit of all three?
  • What do you do?: Clearly state what your brand brings to the table. Whether it’s innovative tech solutions, mouthwatering vegan treats, or eco-friendly fashion, lay it out plainly.
  • How do you do it?: This is where your brand’s personality shines through. How does your brand deliver its offerings? Maybe with a dash of humour, a commitment to sustainability, or an unwavering focus on quality.

Step 2: Infuse Your Core Values

  • List of Values: Bring back the list of core values that you created in step one– those non-negotiable principles that your brand stands for.

Step 3: Craft the Statement

  • Drafting: Combine your ‘who’, ‘what’, and ‘how’ with your core values. Start with a rough draft that’s a bit like throwing paint at a canvas – messy but full of potential.
  • Refining: Now, chisel that statement down. Keep it between one to three sentences, ensuring it’s authentic and inspiring. Cut the fluff and keep the gold.
  • Finalising: You’ll know you’ve hit the sweet spot when your mission statement is a clear, concise declaration that encapsulates your brand’s essence and makes you want to punch the air with enthusiasm.

Step 4: Test and Validate

  • Feedback: Run your mission statement by your team (or if you’re a solopreneur – any business besties you’ve got who know you and your business well). Does it make their eyes light up? Does it feel true to the brand they know and love?
  • Customer Alignment: Check if your mission resonates with your audience. Does it align with the customer values they hold dear? If yes, you’re on the right track.

Step 5: Implement and Communicate

  • Integration: Weave your mission statement into every nook and cranny of your brand strategy, from your website to your customer service scripts.
  • Consistency: Ensure that your business decisions are a mirror reflection of your mission. It’s the compass that guides your brand’s ship.

By following these steps, you’ll craft a mission statement that’s not just words on a page, but the pulsing heart of your brand, keeping everything from your brand design to your brand strategy in rhythmic sync. With this mission statement in hand, your brand is ready to march to the beat of its own drum, with every step taken in confidence and clarity.

Aligning Your Brand Vision

Aligning your brand vision with your core values isn’t just a strategic move — it’s the essence of building a brand that resonates with hearts and minds alike. Here’s how you can ensure that every aspect of your brand strategy is pulsing with the life force of your values:

  • Define and Communicate Your Brand Promise: Your brand promise is a commitment to your customers, a guarantee of what they can expect from every interaction with your brand. It’s crucial to define this promise clearly and ensure it’s in harmony with your core values. Whether it’s through innovative products or exceptional customer service, your promise should echo the values that define you.
  • Ensure Consistency Across All Touchpoints: From your social media posts to your customer service, every touchpoint should reflect your brand’s core values. This consistency builds trust and loyalty, as customers and employees alike recognize and appreciate the unwavering commitment to the values they share with your brand. As highlighted by experts, aligning your brand vision across all channels is key to maintaining a strong, cohesive brand identity.
  • Educate and Engage Your Employees: Your team should be ambassadors of your brand’s core values. By educating them about the importance of these values and how they translate into everyday actions, they can embody and advocate for your brand’s vision. Internal alignment is just as important as external; when employees see the bigger picture and understand their role in it, they are more engaged and motivated to contribute to the brand’s success.
  • Craft Narratives That Reflect Your Brand Purpose: Stories have the power to connect on an emotional level. Crafting narratives that authentically reflect your brand purpose can turn customers into loyal fans. Share stories that demonstrate your values in action, whether it’s a case study of how your product changed a customer’s life or your company’s efforts in sustainability.
  • Leverage Media Relations Strategically: Engage with media outlets transparently to share your brand’s stories and initiatives. By leveraging media relations, you can amplify your brand’s message and reach a wider audience that resonates with your values. This is not just about getting your name out there; it’s about finding platforms that align with your brand’s heart and soul.
  • Adapt to Evolving Consumer Values: Stay attuned to your customers’ shifting values and be ready to adapt. This doesn’t mean changing your core values, but rather ensuring that your brand remains relevant and authentic. By understanding and aligning with customer values, you foster a deep connection that goes beyond transactions to build true loyalty and advocacy.
  • Measure and Refine Your Strategy: Keep an eye on key metrics like brand awareness, reputation, and consumer engagement. These insights will help you refine your strategies and ensure your brand vision remains impactful and aligned with your core values. Regularly revisiting and reassessing your approach keeps your brand in sync with both internal goals and external perceptions.

By weaving your core values into the very fabric of your brand vision, you create a brand that doesn’t just exist in the market — it thrives with authenticity and purpose. Remember, it’s not about ticking boxes; it’s about ensuring that every decision, every campaign, and every customer interaction is a true representation of what your brand stands for.

Integrating Values into Your Brand Strategy

Integrating core values into your brand strategy isn’t just about slapping some buzzwords onto your website and calling it a day. It’s about living and breathing these values in every aspect of your business, from the way you design your products to the methods you use to serve your customers. Here’s how to make sure your core values are more than just a pretty list of values on your about page:

  • Align Values with Brand Equity:
    • Recognize that brand values are a significant contributor to increasing brand equity. They aren’t just a feel-good add-on; they’re a strategic asset that can build brand loyalty, recognition, and a robust reputation.
    • Integrate these values into your brand design, ensuring that they are not only communicated but also visually represented. This can foster trust and credibility, making your brand not just seen but felt.
  • Employee Engagement and Talent Attraction:
    • Understand that strong brand values resonate beyond the customer. They play a critical role in employee engagement and retention, attracting the right talent who share your brand’s ethos.
    • Incorporate core values into your employer brand, making sure they’re clearly communicated on your careers page to attract individuals who are a cultural fit and motivated by the same principles.
  • Operational Integration:
    • Embed your core values into every operational decision. Whether it’s marketing, sales, or even which new product to launch next, let your core values guide you. This kind of integration is essential for company differentiation, as it ensures that the values are not just an afterthought but a blueprint for all actions.
    • Companies that have successfully articulated their brand values have seen an annual growth of more than 10%, proving that when values are integrated into brand strategy, they have a tangible impact on business performance.
  • Consistent Communication Across Business Aspects:
    • Make sure your core values are communicated consistently across various aspects of your business. This includes internal operations, your website, content creation, and even cause marketing initiatives. This consistency ensures that your brand message is unified and powerful, no matter where your customers encounter it.
    • For example, if environmental sustainability is one of your examples of core values, then it should be evident in your brand design, your packaging, and your partnerships.
  • Four Steps to Branding with Values:
    • Establishing core values is just the first step. Next, distill your brand attributes and integrate them with your core values in your value proposition. Finally, translate this cohesive brand positioning into external messages that clearly communicate what you stand for to your audience.
    • This process ensures that your core values are not just internal mantras but are also part of the external face of your brand, allowing customers to connect with your brand on a deeper level.

By embedding your core values into every fibre of your brand strategy, you’re not just building a business; you’re building a legacy. It’s about creating a brand that’s as rich in meaning as it is in aesthetics – a brand that not only stands out in the marketplace but stands for something in the hearts and minds of your customers and employees.

Communicating Your Brand’s Core

Here’s how to ensure your core values aren’t just heard but felt and remembered:

  • Showcase on Your Digital Storefront:
    • Your website is often the first encounter potential customers have with your brand. Make your core values prominent here, not tucked away. Consider a dedicated section that explains each value with real-life examples or stories.
  • Customer Testimonials That Resonate:
    • Nothing speaks louder than the voices of satisfied customers. Highlight testimonials that align with your values, showing prospective customers the human impact of your brand promise. This can significantly increase sales and foster brand loyalty.
  • Social Media and Email with Purpose:
    • Social media isn’t just for promotion—it’s a powerful tool to communicate what you stand for. Share stories that embody your values, collaborate with influencers who reflect your ethos, and use email campaigns to discuss your commitment to causes that matter to your audience. These tactics not only build trust but also distinctly differentiate your brand.
  • Charitable Actions Speak Volumes:
    • Offering customers the option to support charitable causes at checkout can illustrate your commitment to certain values. Whether it’s environmental stewardship or social justice, actions like these resonate deeply with consumers who share your convictions.
  • Living Values Internally and Externally:
    • Unite your stakeholders and employees around your shared values. Showcase how your company culture and leadership embody these principles daily. When your team lives up to these values, it enhances your brand reputation and strengthens your company culture, leading to increased employee engagement and customer loyalty.
  • Employer Branding That Attracts:
    • If you’re at the stage where your business is employing a team, use your employer brand to communicate company values to potential recruits. Aligning your values with employee expectations can attract talent that will thrive in your culture and become brand ambassadors themselves.
  • Recognise and Reward Value Alignment:
    • When employees demonstrate your brand values, recognise their efforts. Create a core values playbook and celebrate those who embody these principles. This not only reinforces the values internally but also shows customers your genuine commitment to them.
  • Storytelling on Social Media:
    • Share your brand’s story and journey in embracing its core values. Partner with nonprofits that align with your mission and showcase employees who exemplify your values in action. This authentic approach can communicate brand values effectively to your audience.
  • Staying Relevant and Committed:
    • Keep abreast of current events and thoughtfully engage in conversations that align with your brand values. This demonstrates your commitment to these values and shows your brand as an active participant in relevant societal issues.
  • Examples of Core Values in Action:
    • Look to brands like Patagonia, with their ironclad guarantee and transparent footprint, or Toms, with their one-for-one initiative, as examples of core values that are successfully communicated and deeply integrated into their brand strategy.

By integrating these strategies into your brand design and brand strategy, you can ensure that your core values are not just a list of values but are living, breathing aspects of your brand that resonate with both employees and customers alike. Remember, it’s not about saying what you value—it’s about showing it in every action and interaction.


So there you have it – my Core Values 101…. Hopefully you now have a good understanding of how your guiding principles mould not just your brand’s image but also your operational essence and customer relationships. Your brand’s heartbeat—the core values you champion—is not only a testament to your company’s identity but also shapes the trust and loyalty of your customer base. By embedding these values in every strand of your brand strategy, you create a resonant and authentic identity in a competitive marketplace.

To fortify this living brand identity, consider how a thoughtfully crafted brand strategy can propel your company to higher echelons of market presence and consumer connection. Whether you’re refining your mission statement, aligning your brand vision, or communicating your brand’s core effectively, remember that your core values are the narrative that customers will follow—and believe in. For those inspired to elevate their business, book a call with me, and let’s discuss transforming your brand strategy into an undeniable competitive advantage.


What does it mean to define a brand’s core values? Defining a brand’s core values involves identifying the fundamental beliefs and principles that the company stands for. These values act as a navigational tool, influencing the brand’s narrative, actions, behaviors, and decisions.

What should I consider as core to my personal brand values? When considering your personal brand’s core values, focus on the essential attributes that represent who you are. These values are the foundational pillars that shape your brand’s image and reputation, and they should reflect your true self and resonate with others authentically.

In simple terms, how can core values be described? Core values can be described as the essential traits or qualities that embody the highest priorities and beliefs of an individual or organization. They are the fundamental forces that drive actions and behaviors, representing what the organization and its people stand for in the world.

Can you explain what core values are? Core values are the key principles that guide one’s actions, behaviours, and decision-making processes. They encapsulate our deepest beliefs and ethical standards, defining who we are as individuals or organisations.