Your Brand Values

Strong visual branding doesn’t begin with colours or logos, it begins with clarity.

Your brand should feel like an extension of you: purposeful, considered, and deeply aligned with what you stand for.

Before we move into design, we’ll take a moment to reflect on your values – the core principles that guide how you work, what you prioritise, and what kind of impact you want to have.

Here is a list of values (adapted from Dare to Lead by Brené Brown). Take your time. Choose the ones that feel true to your business, your goals, and the way you want to show up in the world. The right ones will usually give you a little spark of recognition or energy – follow that feeling.


CreativityOrderGraceLegacy OpennessGratitude PrideExcellenceCollaboration Love Efficiency Usefulness Competence Cooperation Equality Knowledge Achievement Altruism Serenity Teamwork Giving back Contribution Well-being Truth Respect Leadership Balance Faith Fun Environment Freedom Reliability CuriosityOptimism Family Safety Accountability Resourcefulness Adventure Versatility Security Diversity Humour Home Integrity Courage Learning Generosity Future Adaptability Compassion Ambition Honesty RecognitionBeautyStabilityInclusion Spirituality WisdomJusticeKindness WholeheartednessUniquenessIndependence Success CommunityResponsibilitySustainability Dignity Making a difference Ethics Commitment Patience Intuition Caring HumilityCelebrationHarmonyInitiativeService BelongingVision Simplicity Trust Peace Joy Vulnerability AuthenticitySelf-expressionPowerLoyalty Hope LeisureTradition Understanding Fairness Growth Health Perseverance ConnectednessNature Confidence Friendship Wealth Radical Honour


Once you've chosen your values, try narrowing them down to your top 3–5.
These will form a strong foundation for your brand direction.