What Are My Brand Values and How Do I Communicate Them?

Nov 20

It’s easy to throw words like integrity or excellence on your website and call them your “values.”

But real brand values aren’t filler—they’re filters.

They shape how you show up, what decisions you make, and how your audience perceives you.
When they’re clear and embodied, they attract the right people and repel the wrong ones.

Let’s talk about how to define them—and make sure people actually feel them.

1. Start With What You Actually Care About

If your values don’t mean something to you, they won’t mean anything to your audience.

Ask yourself:

What do I believe in that goes beyond making money?
What behaviors are non-negotiable for me or my team?
What pisses me off in my industry—and what do I do differently?

At Buttered Branding, one of our values is simplicity. We don’t do overcomplicated funnels or 97-slide decks. Our process is clean, efficient, and strategic.

If a value doesn’t show up in your work? It’s not a value. It’s a wishlist.

2. Choose 3–5 Core Values (And Give Them Teeth)

Nobody remembers a list of 10. And nobody cares about vague words with no context.

So instead of “Integrity,” try:

We do what we say we’ll do, and we own it when we don’t.

Instead of “Creativity,” try:

We push past the trend to find what actually works for your brand—not just what looks good.

Each value should be specific, lived, and backed by action.

3. Communicate Them in What You Do, Not Just What You Say

Your values shouldn’t just live on your About page. They should show up in your:

Content tone and voice
Customer service experience
Team interactions
Processes and policies

If you say “we value transparency” but send shady invoices? That disconnect will cost you clients—especially in tight-knit communities like Windsor or Hamilton where word-of-mouth matters.

You build a reputation by backing your values up with action. Every time.

4. Use Storytelling to Reinforce Your Values

One of the best ways to communicate your values?
Tell stories that show them in action.

Examples:

Talk about a time you turned down a client that wasn’t aligned.
Share a behind-the-scenes moment that demonstrates how your team operates.
Highlight a client experience that illustrates your standards.

Storytelling = proof. And proof builds trust.

Final Take

Brand values aren’t just internal culture words.
They’re strategic brand assets.

When they’re clear, honest, and embodied, they help you build a brand that people believe in—whether you’re serving clients in Toronto’s competitive market or running a family business in Detroit.

It’s not just about what you believe.
It’s about showing people why it matters.

Want help building brand values that actually guide your business?

Let’s talk → Book a strategy call