How to define your core values?
In this series, I’ll share how to start building your authentic brand—whether personal or business— in a way that turns complicated puzzles into strategic roadmaps, lack of direction into intentional moves, and scattered data into meaningful insights.
Burnout—it must be scary and overwhelming.
It happens to people, right?
But not me.
Or at least, that’s what I used to think.
As a long-time practitioner and teacher of Kundalini Yoga, I believed I was immune to it. After all, my mind was trained to be aware and grounded. But I remember that Monday. Despite a long and restful weekend, I woke up feeling like my battery was at 10%. I was drained. I also recall struggling to remember things and zoning out on autopilot, cycling through parts of the city where I wasn’t supposed to be, simply because I was mentally checked out.
That same burnout, however, turned out to be a blessing. It gave me the chance to create something larger in scope and more aligned with my values and lifestyle. It allowed me to reevaluate not just my life, but my values—the very thing I help my clients define when we’re building their brand. It’s ironic, really. As a brand strategist, I always start with values. Before we touch messaging or strategy, I dig deep into what drives a business or individual—what their “why” is. It also helps me perform better in my role by understanding how should I behave when working and creating in the name of this brand.
One thing I’ve learned is that we will all face moments when we have a choice to make or feel stuck in life. But examining our values and staying true to them will help us find the right path. No matter what choice we make, if it’s aligned with our values, somehow, it’s always the right one.
Whether they have been consciously selected or not, all people – and all brands – have values upon which the future course of success will be determined. Your values—aka your moral compass—are your brand’s behavioral commitments. They are not just aspirational words on a page; they show up as behaviors. For brands, aligning employees—from the CEO to the newest team member—around a shared set of values can be a game-changer. Without this alignment, it’s hard to communicate as “one brand” or offer a consistent customer experience.
One thing I’ve noticed is that the bigger the organization, the harder it becomes for employees to work efficiently and cohesively as a team. The biggest challenge? Getting 50+ people on a commercial team to sound like one unified voice, representing one consistent brand.
To illustrate how values can unify a brand and express its essence alongside its vision and mission, regardless of the business size or type, consider the following examples. Whether you're managing personal branding, leading a multinational corporation, or running a small business, aligning your values is key for a consistent, cohesive message and a unified brand identity.
Here are some key questions to help you define your core values:
What are the principles that guide my actions and decisions?
What do I need to value to live my best life?
What do I admire in other people?
Which values I couldn‘t sacrifice even for the money?
On a practical level, we have to choose our values wisely—too few and your brand feels one-dimensional, too many and it’s chaotic and confusing. My sweet spot is three to four values that serve as a guiding star for every touchpoint, from marketing campaigns to customer service.
This sets the stage for the next step: brand storytelling and messaging. Your values are most visibly expressed in your brand communication, as they’re the foundation of every story your brand tells. Stay tuned for more insights on that in Part 3!
This post is part two of a four-part deep dive into brand development series:
Conscious marketing: Evolving with confidence and intention
