Confession: there was a time when brand values felt like nothing more than corporate fluff to me. Mission statements, visions, values…they all seemed empty, full of jargon, and frankly, unnecessary. 

But then, something shifted. As I started working with creative and conscious brands and dug deeper into their motivations and goals, I realized that brand values are not just words you slap on your website. When crafted with intention, they’re, in fact, the pillars of a brand’s identity, guiding how they move through the world and interact with clients. 

More than that, as I started helping brands find and hone their voice, I discovered that brand values are also the foundation of developing a way of speaking that connects deeply with an audience.

So, how do you translate these abstract values into something tangible like brand voice?

That’s what I’m going to show you today.

Step 1: Define your brand values

First things first, some definitions. What exactly are brand values?

Think of brand values as your brand’s unique system of beliefs. They are the core principles that guide your brand's actions, decisions, and communications. They define what your brand stands for and how it behaves, shaping your brand’s identity and customer experience.

If used correctly, your brand values impact everything — from the colors in your logo to how you interact with your clients, so they need to be specific and authentic. 

Great. Now that that’s settled, you’re probably thinking: how do I know what these are?

First, you’ll need to identify your brand’s core beliefs and purpose.

Ask yourself:

• Why does my brand exist?
• What impact does it want to have on customers or the world? 

This helps align your values with your brand’s core mission and long-term goals.

Next, it’s time to dig deep and get brainstorming — and there’s one easy exercise that I find helps a lot with this step. 

The “I Believe” exercise

It’s very simple. All you need to do is write out as many “I believe” statements as you can until you see patterns emerge. 

What do you and your brand stand for? What do you care about? How does your brand want to show up in the world? 

Think about those questions and then start brain-dumping — and don’t judge anything that comes out. We’re going for stream of consciousness here.

For example, when defining ES Content Creative’s brand values, I wrote things like: 

“I believe beauty should be valued in copy and content.”

“I believe beauty is not frivolous.”

“I believe warmth makes moving through the world more enjoyable.”

This helped me discover two of our brand values: beauty and genuine warmth and hospitality. 

Step 2: Understand your audience

Once you’ve identified some patterns and have a sense of what your values might be, the next step is understanding your audience. Because the thing is: your brand voice isn’t just about what you like; it’s also about what will connect with the people you’re trying to reach. 

So, in our case, I needed to ask myself: Does my target audience also value beauty? Or could they take it or leave it?

To understand your audience, dive into their interests, the content they consume, where they hang out, and the way they communicate. By knowing what they care about and how they engage with brands, you can tailor your brand voice to resonate more deeply with them.

Are your values aligned with your audience’s beliefs? If not, it’s time to reevaluate.

Step 3: Choose a style that bridges your value and audience

Now that you’ve laid the foundation, it’s time to find a style of communication, or voice, that bridges your values and your audience’s preferences.

Take ES Content Creative for example. We’ve already established that one of our brand values is beauty. With that in mind and knowing that we’re serving creative and conscious brands, we understood that a more inspirational and playful voice would be a good fit. This style would allow us to engage with our audience in an uplifting, meaningful way. 

And remember, defining what your voice isn’t is just as important. 

To make sure we’re consistent across our platforms, we like to use a brand voice chart that documents our values, what our voice is (and isn’t), followed by an example of how these tie together. Adding this to our brand guidelines ensures that anyone who writes for us will be able to capture our signature style and tone. 

[Insert pic of brand voice chart]

Build a brand that truly connects

Creating a brand voice that aligns with your values and audience gives your brand a signature style that your clients will come to recognize and grow to love. By consistently speaking in this voice, you’ll build a connection with your audience that feels genuine, resonant, and lasting.

Ready to use your brand values to shape your voice? 

Dive into those “I believe” statements, get to know your audience, and craft a voice that clicks with you and those you’re trying to reach.

Still struggling to identify your brand voice? Or just don’t have the time to do it yourself?

We’re here to help. Reach out, and we’ll help uncover how your values can create a voice that sets you apart.