How to Talk About Your Brand Values Without Sounding Like Everyone Else

Let’s be honest. How many times have you seen a brand list values like “authenticity,” “integrity,” and “kindness”… and felt absolutely nothing?

It’s not that those values don’t matter (they absolutely do). It’s just that they’re overused, under-explained, and often dropped into brand decks like filler words instead of real foundations.

But when you articulate your values well, and actually show what they look like in action? That’s when the magic happens. ✨

Because values aren’t just a set of buzzwords for your About page.
They’re your brand’s voice, vibe, and compass. And when used right, they make people feel like, “Yes. This is my kind of business.”

Here’s how to talk about your brand values in a way that feels clear, grounded, and real. So you can stand out, build trust, and attract the kind of clients you’re excited to work with.

1. Stop Copying Other People’s Lists

If you Googled “brand values” and picked five from a template, this is your sign to go deeper.

Instead of asking, “What values should a business have?” ask yourself:

• What matters most to me in the way I work?
• What do I not compromise on no matter what?
• What do I want my clients to feel when they work with me?

Spoiler: You’ll probably come up with something way more specific than “trust” or “quality.”

Try:

• Clear, kind communication every step of the way
• Honest guidance with your clients, even if the message is difficult to deliver
• Zero tolerance for any sort of hate rhetoric (racism, sexism, etc.)

2. Show, Don’t Just Tell

Saying you value inclusivity is one thing. Showing it is another.

If inclusivity is a real value in your brand:

• Is your copy welcoming to different identities?
• Do your visuals reflect a diverse audience?
• Are your services accessible in both language and structure?

Same goes for any value, like compassion, empowerment, creativity and purpose.

Words matter. But actions build trust. 🤝

On your website, don’t just list your values. Show people how they show up.

If you’re a photographer, it might look something like this:

“We believe in making people feel seen, literally and emotionally. That’s why every session starts with a pre-shoot connection call, so you feel comfortable, confident, and like your full self in front of the lens. No awkward poses. No fake smiles. Just the real you, captured with heart.”

That’s a value in action.

3. Make It Sound Like You

Your values should sound like your brand, not like a corporate HR handbook.

If your tone is friendly and conversational, don’t suddenly get robotic in your values section. Let it sound like something you’d actually say.

Instead of: “We prioritize client satisfaction and high-quality imagery.”

Try: “Photos are personal. That’s why I don’t just show up with a camera, I show up with curiosity. Every session starts with listening so I can capture you as you are, not just how the light hits.”

4. Use Your Values to Guide More Than Marketing

Your values aren’t just for your website. They should shape how you show up in every part of your business:

• Discovery calls
• Client onboarding
• Creative process
• Boundaries
• Pricing
• Partnerships
• Philanthropy

When your values guide how you work, not just what you say, you build consistency. And consistency builds credibility.

Bonus? It makes decision-making easier too. If it doesn’t align with your values, it’s a no.

5. Revisit Them As You Grow

You’re evolving. Your business is growing. Your values might need to grow with you.

Check in with them at least once a year:

• Are these still true?
• Are they still visible in how I show up?
• Do they still feel aligned with who I want to be?

If not, update them. It’s not a failure. It’s a reflection of your clarity.

TL;DR: Make Your Values Mean Something

Your dream clients have seen enough generic brand messaging. They’re craving something that feels real.

So don’t give them fluff. Give them the truth. Give them your voice, your integrity, your purpose, and then back it up in how you serve.

That’s what creates connection.
That’s what builds brand loyalty to your brand.