5 Mistakes Creative Businesses Make When Defining Brand Values
Hands up if you want a brand that truly represents you, attracts the right clients, and makes every decision feel aligned and intentional. You’re likely here because you know how important your brand is, but defining what your business stands for – that’s where things can get tricky.
Maybe you’ve already tried to define your brand values. You jotted down a few ideas, searched for inspiration, or even borrowed from other brands you admire. But something still doesn’t feel quite right.
In this post, I’ll share the 5 rookie mistakes creative businesses make when defining their brand values and, more importantly, how you can avoid them. Grab a cuppa (and maybe a biscuit!), and let’s get started.
What Are Brand Values?
Before we dive into the mistakes, let’s get clear on what brand values actually are.
At their simplest, brand values are the guiding principles that define what your business stands for. They’re the beliefs and priorities that shape everything from the way you work to how you connect with your audience.
Think of them as your business’s moral compass. They help you make decisions, stay consistent, and ensure that everything you do feels true to who you are.
For creative businesses, this means:
Standing out in a crowded market by leaning into what makes you unique.
Building trust with your audience through authentic, meaningful connections.
Making decisions with confidence, knowing they align with your vision and goals.
When you’re clear on your brand values, it’s like having a filter for everything in your business—they keep you focused and aligned with the things that matter most.
With that foundation in mind, let’s look at the top mistakes I see creative businesses make—and how you can avoid them.
Mistake 1: Trying to Be Everything to Everyone
One of the most common mistakes creative businesses make is trying to appeal to everyone. It’s tempting—you don’t want to limit your opportunities, right? But here’s the catch: when you try to please everyone, you risk diluting your message to the point where it resonates with no one.
Instead of standing out, your brand blends in with countless others. And instead of attracting your dream clients, you end up working with people who aren’t quite the right fit, leading to mismatched expectations and missed opportunities.
Why It Happens
Fear of alienating potential clients.
A lack of clarity about what makes your business unique.
Why to Avoid It
Being too broad makes it harder for your ideal clients to recognise that your brand is for them. It also weakens your messaging, making it less effective overall.
What to Do Instead
Lean Into Your Strengths
Focus on the unique combination of skills, perspectives, and passions that only you can offer.Highlight What Makes You Different
Ask yourself, What do I want to be known for? Use the answer to guide your brand values and messaging.Connect Authentically
Share your story and your “why” to attract clients who align with your vision.
Mistake 2: Copying Competitors’ Values
Looking at what’s working for others can feel like a smart move, but when it comes to brand values, imitation is a trap. Your competitors’ values are based on their business, their story, and their goals—not yours.
When you copy another brand’s values, two things happen:
Your values lack authenticity, which your audience can sense.
You miss the opportunity to build something unique that reflects your business’s personality and mission.
And here’s the thing: you can’t copy-paste success. The values you admire in another brand are deeply rooted in their own strategies, goals, and vision—things you don’t have the full picture of. What works for them might not work for you because your businesses, stories, and audiences are completely different.
Why It Happens
Comparison syndrome—you see another brand thriving and think, “That must be the secret to their success.”
A lack of confidence in defining your own values.
Not realising that you can’t fully understand another business’s internal strategies and goals.
Why to Avoid It
Your audience wants to connect with you, not a version of someone else. Misaligned or inauthentic values can make your brand feel disconnected and untrustworthy.
Copying fails to capture the essence of your unique brand, which is what truly drives long-term success.
What to Do Instead
Reflect on Your Own Story and Mission
Dig deep into your experiences, motivations, and aspirations. What inspired you to start your business? What impact do you want to create?Acknowledge That Your Journey Is Unique
Understand that your path to success is different from others. Embrace your individuality rather than trying to replicate someone else’s.Define Values That Align With Your Goals
Focus on what success means to you and how your brand values can support that vision.
Mistake 3: Being Too Generic
“We value quality, integrity, and excellence.” Sound familiar? While these words might sound polished and professional, they’re far too vague to tell your audience anything meaningful about who you are.
Generic values are forgettable, overused, and fail to create any emotional connection with your audience. Instead of standing out, your brand risks blending into a sea of businesses using the same words.
For example, if every brand claims “integrity” as a value, how does it actually help yours stand out? Your audience is looking for something specific—values that give them a sense of what working with you feels like and what drives your business forward.
Why It Happens
A desire to sound professional or trustworthy.
Not digging deep enough into what sets your business apart.
Pressure to use “safe” words that seem universally appealing.
Why to Avoid It
Generic values fail to differentiate your brand.
They don’t give your audience a clear reason to choose you over a competitor.
Your values should reflect your personality and purpose—not just what looks good on a website.
What to Do Instead
Be Specific and Personal
Swap overused terms like “quality” with something more unique and descriptive. For example, instead of “professionalism,” try “Creating genuine connections with clients through collaboration and trust.”Use Storytelling
Share examples or anecdotes that bring your values to life. For instance, if one of your values is “community,” talk about a project or initiative that highlights this.Focus on Emotive Language
Choose words that evoke emotion and paint a vivid picture of your brand’s experience. Specific, heartfelt language resonates far more than generic phrases.
Mistake 4: Not Aligning Values with Actions
Defining your brand values is just the first step. The real challenge is bringing them to life in your business. If your values only exist as words on your website or a beautifully designed PDF, they won’t have any real impact.
Misaligned values—like claiming sustainability but using excessive packaging—erode trust and make your brand feel inconsistent. Actions speak louder than words, and when your audience sees a disconnect between what you say and what you do, it can leave them questioning your authenticity.
Why It Happens
Lack of time or resources to implement values fully.
Not knowing how to translate abstract values into concrete actions or what that looks like in daily operations.
Defining values for the sake of it without a clear plan for integration.
Why to Avoid It
Misaligned values can damage your credibility and make your audience question your brand’s integrity.
Consistency builds trust. If your actions don’t align with your values, it’s harder to foster meaningful connections with your audience.
What to Do Instead
Create an Action Plan
Think about how they can show up in your business day-to-day. For example, if “kindness” is a core value, you could include small touches like a thoughtful welcome email for new clients or an extra dose of patience during tricky projects.Use Values as a Decision-Making Tool
Whenever you’re planning a new project, product, or collaboration, ask yourself: “Does this reflect what we stand for?” Your values can help you stay focused and say no to opportunities that don’t align.Bring Them to Life Naturally
Living your values doesn’t need to feel forced or formal. Start small—what’s one simple thing you could do today that reflects what your business stands for?
Mistake 5: Treating Values as a Checklist
It’s easy to treat brand values as a one-and-done task. You jot them down, maybe stick them on your website, and then forget about them. But brand values aren’t meant to sit on a shelf—they’re meant to evolve and guide your business as it grows.
When you treat them as a checklist, you miss out on their full potential. Values should be a living, breathing part of your brand, shaping how you work, connect with clients, and make decisions every day.
Why It Happens
A “set it and forget it” mindset.
Not understanding the full potential of brand values.
Feeling unsure about how to integrate them into your daily business activities.
Why to Avoid It
Static values can make your brand feel disconnected from its growth.
You might miss opportunities to adapt your values as your business and audience evolve.
When values aren’t actively used, they lose their ability to guide and inspire.
What to Do Instead
Revisit Regularly
Your business isn’t static, and your values shouldn’t be either. Set aside time every few months to review them. Are they still relevant? Do they reflect where your business is heading?Make Them Part of Your Culture
Keep your values front and centre in everything you do. Whether it’s how you collaborate with clients, plan projects, or approach challenges, your values should be a natural part of the process.Start Small
Living your values doesn’t have to be a big, overwhelming task. Begin by weaving them into simple, everyday actions—whether it’s how you communicate, the tone of your marketing, or the way you show up for your audience.
Key Takeaways
Defining your brand values is one of the most powerful ways to build a brand that feels authentic, aligned, and uniquely you. Here’s what we’ve covered:
Your values define your brand’s identity. They’re not just words—they’re the heartbeat of your business and guide everything from decision-making to how you connect with clients.
Authenticity and specificity are key. Forget generic buzzwords—lean into what makes your business unique and use that to create meaningful connections with your audience.
Living your values matters as much as defining them. Your values should shape how you show up every day, from the small details to the big decisions.
Avoiding these common mistakes will help you create brand values that aren’t just a list on your website but an integral part of your business. With clear, actionable values, you’ll attract clients who truly resonate with your brand, make confident decisions, and build a business that feels aligned with your purpose.
Bonus! How to Define Your Brand Values Quickly
Feeling stuck or overwhelmed by the idea of defining your brand values? Here are three simple steps to get you started:
Reflect on What Matters Most
Ask yourself: Why did I start this business? What do I stand for? Use these answers to uncover the principles that drive you.Think About Your Favourite Projects
What made those experiences so fulfilling? Chances are, your core values were a big part of what made them work so well.
Get Support With the Brand Values Workbook
If you’re ready to go deeper, my free Brand Values Workbook will walk you through the process step by step. It’s designed to make defining your values simple, actionable, and uniquely tailored to your business.
