Branding Your Startup: Values

Posted by Duke Jonietz on May 24, 2016 4:06:57 PM
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Values are more than just words on a page or on the  "About Us" section.of your website. When branding your startup, they function as the "way you do business", dictate the "who you are" and perhaps most importantly, define "what you stand for".  Values are the basis for building  the culture you hope to establish in your business. So are values important... you bet they are!


We have talked about the five pillars of branding and discussed the first pillar of belief. Now lets look at values. 


Before we can begin to discuss values, lets define the word.

Values- important and lasting beliefs or ideals shared by the members of a culture about what is considered good or bad and desirable or undesirable. Values have major influence on a person's behavior or attitude and serve as a broad guidelines in all situations.

So if values determine behavior and attitude, and are guidelines in all situations, I hope you begin to see how very important this pillar really is! Values set the foundation for your business culture.

I selected the picture at the top of this blog intentionally. The board room or conference room is where most important decisions are made. Values drive your decision making and help determine the outcome of these decisions even before they happen. 


You really need to read the blog on BELIEFS first, because, your beliefs serve as the springboard for your values. Nail your beliefs and determining your values becomes much easier. What you hold as your beliefs will lead you to what you value.

Values in branding 

Your beliefs determine who you really are and your values set the stage for developing the culture (think atmosphere) in your business. Culture determines the personality of your business and so I hope you can see that they are very much related. Values are much more than important words. I bet you have been in roles with companies that had values but didn't really live them out. Frustrating to say the least. Perhaps you have been in companies where values were important and the culture of the company reflected the values. What an experience! The right culture makes it enjoyable for people to show up. The company stands for something... and they live it out!

A LOOK AT HOW BELIEFS AND VALUES ARE RELATEDbranding_the_five_pillars.jpg

I mentioned in my blog on beliefs that I am very much relational. I believe that every person I meet is not by chance but intentional. Why did I meet this person. How can i serve them. You get the idea. 

So, one of my values is relationships.  I value relationships because they are important. In fact, your current position in life and your future are often connected to who you know or have met. I believe that everything is tied to the relationships you form and nurture. here are some other value words to consider based on your beliefs. I have listed the belief first and the value next.

  • People are complex. Value- UNDERSTANDING
  • Emotions are important to me. Value- EMOTIONAL.
  • The world moves at a face pace. Value: LEARNING
  • I am passionate about serving others. Value- SERVANTHOOD
  • My employees are important. Value- OUR EMPLOYEES


You get the idea. Get your beliefs right and it will help determine your values. Get your values right and your culture, your decision making, and your business personality will be evident. After all, you are defining WHO YOU ARE.



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Topics: Online Branding