A Guide to Choosing Your Brand Values

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I'm Christiana

If you ask those closest to me, they'd tell you I'm also the go-to friend to sit down with over a glass of Sauvignon Blanc to dish all things dreams, business, and design–with a side of encouragement when you need it most.


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As a business owner, you understand the importance of branding. Your brand is what sets you apart from your competitors and makes you recognizable to your customers. But have you ever considered the role of brand values in your branding strategy? Brand values are the qualities or beliefs that define your brand and guide the decision-making process. Choosing the right brand values can help you build a strong brand that resonates with your target audiences. In this blog post, I’ll guide you through the process of choosing brand values for your business.

A Guide to Choosing Your Brand Values

Step 1: Define Your Business Vision and Mission

The first step in choosing your brand values is to define your business vision and mission. Your vision and mission are the driving forces behind your business and will help you determine what you stand for. To define your business vision and mission, start by asking yourself these questions:

  • What is the purpose of your business?
  • Who is your target audience?
  • What problems does your business solve?
  • How do you want your business to be perceived?

Once you have a clear understanding of your business vision and mission, you can start to identify the brand values that align with them.

Step 2: Brainstorm Potential Brand Values

The next step is to brainstorm potential brand values. Brainstorming is an essential step in the branding process because it allows you to explore different ideas and perspectives. To brainstorm potential brand values, consider the following questions:

  • What qualities do you want your business to embody?
  • What beliefs do you want your business to stand for?
  • What values are important to your target audience?
  • What values are important to you as a business owner?

By answering these questions, you can come up with a list of potential brand values that align with your business vision and mission.

Step 3: Refine Your List of Brand Values

After you’ve brainstormed potential brand values, it’s time to refine your list. You want to narrow down your list to the values that are most important to your business and resonate with your target audience. To refine your list, consider the following questions:

  • What are your personal values?
  • Which values represent the way you run your business?
  • Which values are most important to your target audience?
  • Which values are unique to you and could differentiate you from your competitors?
  • Which values feel authentic to communicate and embody?

Based on these questions, you can start to refine your list of potential brand values.

Step 4: Communicate Your Brand Values

The final step is to communicate your brand values. Once you’ve identified your brand values, it’s important to ensure that they are reflected in all aspects of your brand, including your logo, website, messaging, and marketing materials. To communicate your brand values effectively, consider the following strategies:

  • Incorporate your brand values into your messaging and marketing materials
  • Use images and colors that reflect your brand values
  • Engage with your target audience in a way that aligns with your brand values
  • Consistently communicate your brand values across all channels

By communicating your brand values effectively, you can build a strong brand that resonates with your target audience.

Final Thoughts on Choosing Your Brand Values

Choosing your brand values is an important part of building a strong brand. By defining your business vision and mission, brainstorming potential brand values, refining your list, and communicating your values effectively, you can build a brand that stands out in your industry. Remember, your brand values should be authentic, unique, and aligned with your business goals. By following these steps, you can choose the right brand values and create a brand that resonates deeply with your target audience.

Thank you for reading! I am so happy you’re here!

If we haven’t met yet, hello! I’m Christiana Nicole—founder of Briarcroft Lane Design Studio, Brand Strategist, and Showit Website Designer for creative entrepreneurs and intentional small business owners, like yourself!

If you want even more branding, website design, and business content and resources, here are a few ways that I can support you in your branding & website journey:

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Read the Briarcroft Lane blog. The modern founder’s one-stop-shop for all things business, branding, and Showit website design. Need a recommendation on what to read next? If you liked this post, I think you’d enjoy How to Design a Website That Converts or The Power of Branding: How to Build a Memorable Brand.

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Using my background in design, marketing, and business, I break down brand strategy, branding, and website design into a collaborative and insightful process for female founders like you. A process that not only leaves you with an elevated, thoughtful brand and website built to connect and convert, but also with the clarity and courage to show up confidently as the expert you are.

Whether that looks like a custom branding or Showit website design project or my expedited experiences The Brand Blueprint and The Online Presence where we create your brand or website in less than a week, I’d love to work with you! Will you be my next client?

Don’t be a stranger! You can email me directly at hello@briarcroftlane.com or send me a DM on Instagram. Thank you so much for stopping by and I hope to see you around here more often!

xo Christiana