Locating Your Values
get clear on your values to ground your overall purpose
a THREE-PART excericse
It might seem there are a lot of questions here!
You don't need to answer them all, but I will say that in my experience, conventional exercises to find and distill brand values can lead to a generic and uninspired list of fairly meaningless words or phrases. Going deeper into your values can help unstick the kinds of truths that will resonate with your audience and create genuine connection.
Remember the HBO show Silicon Valley?
It satirized the tech industry's shallow values by repeatedly showcasing companies that all claimed the same grandiose mission: to 'make the world a better place.' This repetitive, vague statement (which is hilariously common) highlighted how many businesses use lofty ideals to mask a lack of genuine, meaningful values.
In contrast, your values should be specific and authentic.
There are as many ways to represent values as there are people in this world, but Pony Sweat's core values page is a great example of sincere brand messaging rooted in purpose and values—it's nuanced and detailed and resonates deeply with their intended audience.
As you work through this exercise, consider how your brand values already come through in the stories you tell. (Or: how could they?)
A Three Step VALUES EXERCISE
How to use these questions to help pinpoint your brand values.
01. Scan through them and journal in response to ones that catch your attention
02. After you’ve answered, read through your answers to look for patterns. What came up more than once? Highlight or circle words and phrases that jump out you.
03. Distill it down to 3-5 phrases or words. Don’t be afraid to make them very specific or even strange to others. (For example, one of my mine is “salt and vinegar chips,” in part because I love them that much, in part becuase to me they symbolize texture in a way that makes sense to me, and in part to remind myself to not take life or business so seriously.)
I recommend not doing this all in one go. Let this evolve! Take walks. Call a friend. Eat a few chips. Listen to a podcast. Do other work for a while. Sleep on it.
intuition
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loosely journal about your values
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this is a BRAINSTORM not an essay. answer the questions that resonate. let this be loose.
Personal Reflection
What personal principles or beliefs do you hold most dear? How do these influence the way you live and work?
Think about a time when you felt proud of how you handled a situation in your business or creative endeavours. What values were you upholding in that moment?
Inspiration from Others
Who are the people or brands you admire most? What values do they embody that resonate with you?
What are the common threads among the brands or leaders that inspire you? How can these themes inform your own values?
Business Operations
How do you want your customers or clients to feel when they interact with your brand? What values do you need to prioritize to create that experience?
What are the non-negotiables in your business? What would you never compromise on, no matter the circumstances?
Customer Relationships
How do you want to treat your customers or clients? What do you want them to say about you after working with or purchasing from your brand?
If a customer were to describe your business in three words, what would you hope they’d say?
Team and Collaboration
If you work with a team, what qualities do you seek in collaborators or employees? How do these qualities reflect your brand’s values?
When you think about the best collaborations you’ve had, what values were at play? How did these contribute to a successful partnership?
Decision-Making
Think about a difficult decision you’ve had to make in your business. What guided you to the choice you made? What values were you prioritizing?
What would you do if you had to choose between profit and staying true to your principles? What does this tell you about your core values?
Impact and Legacy
What kind of impact do you want your brand to have on your industry, community, or the world? What values will help you achieve this impact?
When you look back on your business in ten years, what do you hope to have accomplished? What values will have guided you to that point?
Challenges and Conflict
How do you handle conflict or challenges in your business? What values help you navigate these situations?
Think about a time when you felt conflicted in your business. What values were at odds, and how did you resolve the situation?
Vision for the Future
Where do you see your business in the future? What values will be essential for getting you there?
What kind of business do you want to be known for? What values will shape that reputation?
Authenticity and Alignment
How do you ensure that your business practices align with your personal beliefs? What values are central to maintaining this alignment?
What aspects of your business feel the most authentic to you? What values are driving these aspects?
…
INQUIRY
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READy FOR PATTERN-SPOTTING
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Now, get curious about YOUR ANSWERS.
GO BACK THROUGH WHAT YOU JOURNALED. CIRCLE OR HIGHLIGHT ANYTHING THAT STANDS OUT.
What came up more than once? Highlight or circle words and phrases that jump out you. You may find you want to add a few margin notes or expand on any patterns or surprises you find.
FOCUs
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pull out your primary values
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Distill what you’ve observed down to 3-5 phrases or words.
If you feel like you need to continue to journal or expand before you distill, please do. We are following threads with our intuition here, so let this be a guide but not a rigid template.
Don’t be afraid to make your values very specific or even strange to others. (For example, one of my mine is “salt and vinegar chips,” in part because I love them that much, in part becuase to me they symbolize texture in a way that makes sense to me, and in part to remind myself to not take life or business so seriously.)
How did this practice feel?
I encourage you to nurture your values with tenderness, and let them evolve as you do.
We are not static, and neither is the world around us.
It’s useful to revisit our values after identity shifts or when we experience events outside of our control so that we may remain aware of meaningful ways in which we may be changing.