Have you ever struggled to make a decision in your business? Maybe it’s a big one – like whether to say yes to a new client – or something smaller, like what to share on Instagram. Either way, decision fatigue is real, and without a clear framework to guide you, it’s easy to feel stuck.

Here’s the truth: knowing your brand values can make those tough decisions so much easier. Your brand values act like a compass, helping you make choices that feel aligned, purposeful, and true to who you are.

But without a clear process for using them, brand values can end up as nothing more than words on a page. Instead of empowering you, they get left behind while you second-guess yourself or take on work that doesn’t feel quite right.

Today, I’m going to walk you through a simple 5-step process to use your brand values as a powerful decision-making tool. Whether you’re choosing projects, refining your marketing, or deciding what direction to take your business, these steps will help you:

• Make confident, aligned decisions.

• Build trust with your audience through consistency.

• Stay focused on what matters most to your business.

Need help defining your brand values before we dive in? Start here:

• What Are Brand Values and Why Do They Matter for Creative Businesses?

• 5 Big Mistakes Creative Businesses Make with Their Brand Values (And How to Fix Them)

Ready to make your brand values work for you? Let’s get started!

Step 1: Define What Matters Most

Before your brand values can guide your decisions, you need to know what they are. But here’s the thing—your values aren’t something you make up just to sound good. They’re already there, woven into the heart of your business. This step is about uncovering them.

Here’s how to dig deep:

• Start With Your Why
  Think about why you started your business in the first place. What drives you? What do you want your work to stand for?

• Notice Patterns
  Look at the moments in your business that felt the most fulfilling. Was it working with a dream client? Launching a product you loved? The values behind those experiences are a good starting point.

• Think About Your Audience
  What kind of clients do you want to attract? Shared values build trust, so consider what’s important to the people you want to work with.

For a deeper dive into defining your values, check out my post:
What Are Brand Values and Why Do They Matter for Creative Businesses?.

What to Look Out For:
It’s tempting to stick to vague or overused words like “quality” or “integrity,” but they won’t help you stand out. Get specific! For example, instead of “creativity,” you could say:
“Bringing ideas to life with thoughtful, one-of-a-kind designs.”

Take your time with this step—it’s the foundation for everything else. Need a little extra guidance? Download my free workbook to simplify the process and get started with confidence. 

Step 2: Use Your Values as a Filter

Once you’ve defined your brand values, it’s time to start applying them. Think of your values as a decision-making filter. Whenever you’re faced with a choice, ask yourself: “Does this align with my values?”

Here’s how to do it:

• When evaluating a new opportunity, check if it reflects what your business stands for.

• Use your values to say no to projects or clients that don’t align—even if they seem tempting.

• Let your values guide everyday decisions, like how you communicate or market your business.

For example, if one of your values is “collaboration,” you might pass on a project where the client doesn’t seem interested in working as a partner.

What to Look Out For:
It can feel uncomfortable to say no, especially as a creative business owner. But staying true to your values helps you build a business that feels aligned and attracts the right clients over time.

Step 3: Share Your Values With Your Audience

Your brand values aren’t just for you—they’re a powerful way to connect with your audience. When you communicate your values clearly, you attract clients who share your ethos and build trust through transparency.

Here’s how to share your values:

• In Your Messaging: Highlight your values on your website, in your social media bios, and in your client proposals.

• Through Storytelling: Share how your values show up in your work or day-to-day decisions.

• In Your Processes: Let your values shine through how you collaborate, market, and deliver your services.

For instance, if “community” is one of your values, you could showcase the ways you give back or support other creatives.

What to Look Out For:
Your values don’t need to be shouted from the rooftops, but they should be visible enough that your audience knows what you stand for.

Step 4: Revisit Your Values Regularly

Your brand values aren’t set in stone—they should evolve as your business grows. Revisiting them regularly ensures they stay aligned with your goals and audience.

Here’s how to check in:

• Set a reminder to review your values every 6–12 months.

• Ask yourself: Do these still reflect my business and where I’m heading?

• Make adjustments if necessary and communicate any changes to your audience.

What to Look Out For:
It’s okay for your values to shift over time, but stay consistent in how you communicate them. Sudden changes can feel confusing, so adjust with intention.

Step 5: Let Your Values Inspire Growth

When your values are fully integrated into your business, they become a foundation for growth. They guide not just your decisions but also your long-term strategy, helping you build a brand that feels purposeful and aligned.

Here’s how to grow with your values:

• Use them to shape new offerings, collaborations, and marketing strategies.

• Build your brand story around them to attract the right clients and partners.

• Let them inspire your future goals and direction.

For example, if “sustainability” is a core value, you might launch an eco-friendly product line or partner with like-minded businesses to amplify your impact.

What to Look Out For:
Growth can sometimes pull you away from your values if you’re not careful. Stay grounded in what matters most, and let your values guide your next steps.

How the Brand Clarity Kickstart Session Can Help

Feeling unsure about your brand values or how to use them effectively? That’s where the Brand Clarity Kickstart Session comes in.

In just one hour, we’ll dive into your business’s unique story and uncover the core values that make your brand stand out. You’ll leave with:

• A clear understanding of your values and how to use them.

• Actionable steps to align your business with your vision.

• Confidence to make decisions that feel purposeful and authentic.

The Brand Clarity Kickstart is the perfect starting point for creating a brand that’s truly aligned with who you are. Let’s work together to bring your vision to life.

Learn more here

Key Takeaways

Using your brand values as a decision-making tool helps you:

• Make confident, aligned choices that reflect your business’s purpose.

• Build trust and connection with clients who share your values.

• Create consistency and focus across every aspect of your brand.

If you’re ready to start, download my free Brand Values Workbook to help you define and use your values with clarity.