psychology thinking

Core values for your brand, and how to define them

Defining your values should be one of the first things you do when starting a brand. What feels good to you is always a good start.

Kate Edwards
May 21, 2025
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5 min read

‍Finally, a Short (ish) Brand Values List

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Core values are your go-to guide on why you do what you do. A jumping point to start getting you thinking about what matters to you.

Instead of being overwhelmed by the 1000s of words you can Google, start here, and think about what resonates, what doesn’t and words that pop up in between.

  • ‍Honesty: Being truthful and transparent in dealings with others.‍
  • Integrity: Acting with moral and ethical principles.‍
  • Respect: Showing consideration and appreciation for others.‍
  • Responsibility: Being accountable for one's actions and obligations.‍
  • Compassion: Showing empathy and kindness to others.‍
  • Courage: Facing challenges and fears with bravery.‍
  • Gratitude: Appreciating what one has and expressing thankfulness.‍
  • Fairness: Treating others equally and justly.‍
  • Freedom: Valuing independence and the right to choose.‍
  • Generosity: Being willing to give and share freely.‍
  • Humility: Having a modest view of one's importance.‍
  • Loyalty: Being faithful to commitments and obligations.‍
  • Patience: Being able to wait calmly and tolerate delays.‍
  • Perseverance: Persisting steadfastly in spite of difficulties.‍
  • Reliability: Being dependable and trustworthy.‍
  • Empathy: Understanding and sharing the feelings of others.‍
  • Optimism: Having a positive and hopeful outlook on life.‍
  • Innovation: Valuing new ideas, creativity, and change.‍
  • Transparency: Being open and clear in communications and actions.‍
  • Trust: Believing in the reliability and truth of others.‍
  • Understanding: Seeking to comprehend situations and perspectives.‍
  • Wisdom: Applying knowledge, experience, and insight.‍
  • Balance: Maintaining equilibrium in various aspects of life.‍
  • Community: Valuing the sense of connection and support from others.‍
  • Equality: Believing in equal rights and opportunities for all.‍
  • Family: Valuing family relationships and commitments.‍
  • Friendship: Cherishing bonds of companionship and trust.‍
  • Health: Prioritizing physical and mental well-being.‍
  • Independence: Valuing self-reliance and autonomy.‍
  • Joy: Seeking happiness and fulfillment in life.‍
  • Nature: Appreciating the natural world and the environment.‍
  • Success: Achieving goals and realizing potential.‍
  • Sustainability: Promoting ecological balance and long-term well-being.‍
  • Tradition: Valuing customs, beliefs, and heritage.‍
  • Wealth: Accumulating material riches or financial security.‍
  • Quality

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My brand values that I have only recently put into a list consist of:

Creativity, Logical thinking, Collaboration/communication, Innovation/experimentation, Knowledge & understanding, Curiosity and passion.

Sometimes we all just need an outsiders perspective to help us get started. So, I enlisted my no-bullshit-brutally-honest-AI-bot for her hot take on my brand values (reach out if you want help making your very own, we love her):

Looking at your documents, I can see your approach emphasises strategic design over mere aesthetics, with a focus on psychological triggers, data-driven decisions, and experiences that convert. Let's cut the corporate bullshit and call these "values" what they really are – your professional battle cry that says "I'm not another basic designer who'll make your logo pretty while your business dies a slow death."

  • Strategic Obsession - Design with cold, calculated intent that makes competitors sweat and customers reach for their wallets.
  • Psychological Depth - I'm digging through the dirt of consumer minds while other designers are just picking flowers on the surface.
  • Experiential Mastery - Creating journeys so intuitive, your customers feel like you're reading their fucking minds.
  • Evidence Over Ego - I don't care what looks pretty in my portfolio. I care what performs like a beast in your balance sheet.
  • Relentless Differentiation - In a sea of lukewarm mediocrity, I create brands that stand out like a slap to the face.
  • Intelligent Reduction - Cutting through the bullshit until only what matters remains. No fluff, no wank, just results.

    • My Approach

    A focus on quality and attention to detail ensures that your brand is not only visually stunning but also strategically positioned for success.