When I founded Leadout Communications during the height of the COVID pandemic, the world felt like it had been flipped upside down and set to fast-forward. Small businesses – the heartbeat of our communities – were caught in the whirlwind, scrambling to adapt as everything around them seemed to change overnight.
At the time, I was a communications director in the corporate world, and I couldn’t ignore what I was seeing – big corporations had the resources to pivot, while small businesses were left clutching duct tape and hope.
It didn’t sit right with me. I knew small businesses could do more than just survive if they had access to the right tools and guidance. That belief became the “why” behind Leadout Communications. We were going to arm small business owners with practical strategies and the confidence to build brands that could shine no matter the storm. Because we believe that every business, no matter its size, deserves the chance to tell its story with passion and purpose.
So, let’s talk about one of the most important pieces of a brand’s foundation: core values. If you’re like many small business owners, you might have started with an idea and a logo but skipped the deeper work of defining your brand’s mission, vision, and values.
Here’s the thing: your core values are the North Star that guides every decision you make, from how you interact with customers to the way you market your business.
Let’s explore how you can uncover the values that shape your brand.
Step 1: Reflect on Your “Why”
Think back to why you started your business. Your “why” is the beating heart of your brand and often points directly to your core values. What problem were you passionate about solving? What impact did you hope to make?
Your “why” isn’t just important – it’s essential. It shapes how you show up in the world and sets the tone for everything your business represents. For example, if you started a coffee shop because you believe in creating welcoming spaces for connection, values like “community” and “inclusion” might resonate with you.
(Want to learn more about the importance of “Why”? Check out Simon Sinek’s TEDxPuget Sound talk, How Great Leaders Inspire Action.)
Step 2: Identify What Matters Most
What values shape how you approach your business each day? Is it innovation, exceptional customer service, sustainability, or creativity? Consider the principles guiding your toughest decisions, how you interact with your customers, and how you solve problems. These are often the unspoken rules you follow without even realizing it.
Take a moment to write down the qualities that feel the most authentic to you. These traits might inspire your team, define your work ethic, or shape the experience you want for your customers. Don’t overthink it – your instincts are usually spot on.
Step 3: Ask for Input
When you’re immersed in the day-to-day of running your business, it’s easy to lose sight of how others see it. That’s why gathering feedback is so powerful. Talk to trusted employees, loyal customers, or even close friends and family. Ask them what makes your business unique. What qualities do they think define it?
Be open to their insights – even the unexpected ones. As business owners, we often see things through our own lens, which can blur how others experience our brand. Their feedback might highlight opportunities to align your vision with reality – or spark ideas you hadn’t considered before.
Step 4: Narrow It Down
You don’t need a laundry list of values – three to five is ideal. Focus on the ones that truly reflect who you are and what you stand for. These should be the principles you’re willing to champion, even when it’s difficult.
Step 5: Bring Them to Life
Defining your values is just the beginning. Make them a visible and active part of your brand, and incorporate them into everything – your messaging, your customer interactions, and your workplace culture. When your values are evident in everything you do, they’ll resonate with your customers.
A Brand Built on Values
Core values aren’t just words on a page – they’re the heart of your brand. At Leadout, our values of empowerment, authenticity, and creativity were born from the belief that every business can tell its story in a way that inspires and endures. And I’ve seen firsthand how transformative it can be when small businesses and nonprofits take the time to define their own.
What are your core values? Take a moment to reflect, write them down, and start living them. When you do, you’ll not only build a stronger brand – you’ll build a business that stands the test of time.
Need help uncovering your values? Drop me a note. I’d love to help you tell your story.
