How & Why To Build Your Personal Brand Around Your Values (+ Free Printable!)

Updated: May 11

When you’re starting out developing your personal brand for your online business, it’s so easy to be pulled in a million directions and overwhelmed by all the decisions to be made.

However, when you take the time to build your personal brand and your online business goals around your values early on, it enables you to get your footing on a rock-solid foundation that feels true to you, and a lot less like copying some BS that someone else out there is selling.

And, in case you're wondering if it's too late, the answer is no! Even if you've already got some branding out there, it's never too late to do this exercise and keep refining how you come across to your ideal clients.

What kind of values are we talking about here? Isn't it obvious that we all want to provide things like “quality work” or “honesty”? Well, one would hope so! But beyond that, your core values might be quite different from someone else’s, and the particular combination you choose could be completely unique to you.

Your core values are an essential component of your personal brand because they’re part of what makes you (and what you offer) stand out from everyone else.

With your chosen values at the heart of your decisions, you will be able to:

  • Set the correct (and consistent) voice & tone for all your offerings, products, services, packages, events, etc

  • Better inform your marketing decisions, from colors and font choice to imagery, copywriting, and selling style

  • Facilitate your business growth and scaling decisions, giving you clarity of purpose and vision

  • Feel good (and dare I say excited?) about your image, and best of all it will be easy to stick with because it comes from you

In the long run, correctly identifying your values will help guide you in numerous ways. It will remove a lot of uncertainty from your business life. Why?

Because when a new idea or opportunity comes along and you’re struggling to decide what to do, arriving at the answer becomes much simpler: does it fit with your values, or not?

There is no grey area. It either aligns with your core values, or it doesn’t. Simple.

Take a moment to think about that -- a life where you face little to no struggle in making business decisions -- because your core values give you more clarity and, because you identify with them strongly, they should remain your reliable and unwavering benchmarks.

This values-based container inside which to decide things truly helps everyone, especially those who struggle to take decisive action quickly and confidently.

So, will you give it a try?

Finding Your Unique Personal Brand Values

How to take action on this:

The goal is simple enough: choose your top 3 values from the list.

  1. Start by printing out this free worksheet

  2. Read through it, circling 10 values or concepts as you go, ones that really resonate with you.

  3. Then, of those 10, whittle it down to 5.

  4. Finally, pull your 3 favorites. That's it!

Note: For some, this exercise will feel easy. For others, it's super difficult! If this task seems impossible, I've got you! There are some more helpful tips further below.

Some Do's and Don'ts Before You Start:


  • Remember, really tune in and trust your gut on this exercise. Try to do this without many other distractions going on.

  • Consider allowing some time for this to gel within you, especially if you’re just starting out with your business. Your favorites -- the ones that “just feel right” -- might not become apparent right away. Just put it aside and come back to it tomorrow.

  • A close friend or supportive partner can be a wonderful sounding board for this exercise


There's only one!

  • Do not pick “the values you think you should have”! By their very nature, these values will be inauthentic to you and therefore impossible to work with in any meaningful or consistent way. If they don't come from you, you'll struggle to communicate your ideas in a voice that's unlike your own. So, forget what others are doing out there! This is all about you :)

The personal brand that you’re building is an extension of yourself; it’s a professional version of you that you’re presenting outwardly.

It may be helpful to think of these values as a mix between how you genuinely see yourself, and how you wish to be perceived in order to move your business forward.

Ready to get started? Download your free printable worksheet here!

Extra Tips On How to Reveal Your Personal Brand Values

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