It’s hard to believe you could spend 10 minutes changing the way you look at your brand forever. But believe me when I tell you, this quick little exercise will give you a healthy dose of perspective.

It’s pretty simple: I want you to think about your brand values. Take the time to write down three of them. And write WHY they are important.

But first, let’s talk about why they matter.

You need to know your brand to know how to communicate to the world why your brand is awesome. One of the first steps to getting to know your brand is determining your values. People want to connect with brands that stand for something.

“To me, marketing is about values. This is a very complicated world, it’s a very noisy world. And we’re not going to get the chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.”

–Steve Jobs

For Apple or Tesla, it might be innovation. For Coca-Cola, it’s happiness (I mean, they’re basically responsible for Santa, so yeah). IKEA’s brand value is possibility – with all of the options they provide and their low prices, anything is possible.

Another reason knowing our brand values is important – it helps us to build honest, authentic brands and run our businesses with integrity. My outlook on my business changed when I realized my core values were creativity, curiosity and transparency.

If you have trouble coming up with your brand values, don’t worry. Most of the time we think we know what we value most, but when we really think about it, we’re not sure. It doesn’t always come to mind so quickly – take your time, and get out that notebook!

Here’s a (non-exhaustive) list of possible brand values to help you along the way. But don’t feel limited to these!

    • Accountability
    • Approachability
    • Beauty
    • Bravery
    • Care
    • Comfort
    • Discovery
    • Diversity
    • Education
    • Elegance
    • Empathy
    • Family
    • Freedom
    • Generosity
    • Growth
    • Happiness
    • Health
    • Humor
    • Innovation
    • Inspiration
    • Integrity
    • Justice
    • Kindness
    • Knowledge
    • Leadership
    • Learning
    • Mindfulness
    • Optimism
    • Passion
    • Performance
    • Quality
    • Resilience
    • Resourcefulness
    • Skill
    • Spontaneity
    • Sustainability
    • Teamwork
    • Trust
    • Uniqueness
    • Variety
    • Warmth
    • Wonder