Brand values aren’t just fluff for your About page, they’re how you show the why behind what you do. When your values are clear, you attract aligned clients, make better decisions, and create a brand people actually trust.
As a brand and web design agency, we’ve seen over and over again how strong values build a stronger brand for our clients. This happens not just in words, but in action. When a brand has clear values, it’s wayyy easier to bring your dream clients right to your doorstep.
Keep reading for more on brand values and different examples to help you choose the brand values that actually best reflect you and your business.
What Are Brand Values and Why Do They Matter?
Brand values are the non-negotiable beliefs that guide how your business shows up, makes decisions, and connects with others; they’re NOT just vibes, buzzwords, or whatever’s trending on Instagram this week. It’s VERY important to choose values that you actually believe in and that you feel authentically represent your business.
Your brand values shape everything from the way you make decisions to the way you price your services. Because when you know what you stand for, you can show up consistently in your messaging, create a client experience that aligns with your beliefs, and build a business that feels just as good behind the scenes as it looks on the outside.
Another reason brand values are so important? They are the compass for your brand alignment, and they are especially helpful when you are in the process of rebranding or niching down. For example, if you’re a photographer, your brand values often come through in visual storytelling, who you book, and how you show up online.
Your brand values are truly going to guide everything else in your business, from your ideal clients understanding exactly who you are and what you offer to also showing what makes you unique and how you stand apart from your competitors.
How to Choose Brand Values That Actually Reflect You
Our first piece of advice? Ditch the corporate jargon and get specific! The best values feel natural and lived-in, not forced or trend-chasing.
To get more clarity on your brand values, start by answering these questions:
- What do you believe in at your core?
- What do you stand against?
- What do you want every client to feel after working with you?
- What behaviors are non-negotiable in your business?
Answering these questions will help you sound more genuine and authentic and will draw more ideal clients to you. There’s nothing more off-putting than just copying someone else in your industry and regurgitating everything that’s already been said before.
Brand Values Examples (That Don’t Sound Like Everyone Else)
Here are some of our favorite brand value examples that aren’t generic or trend-chasing:
Inclusivity + Advocacy
For businesses that center marginalized communities and create safer spaces (e.g., queer photographers, trauma-informed creatives).
This brand might display pricing transparently, use inclusive language, and actively uplift underrepresented voices. Their messaging would have a clear stance on who they serve (and who they don’t), with a commitment to inclusive and affirming spaces.
Creativity + Curiosity
This is great for rule-breaking brands, artists, and entrepreneurs who challenge norms and play with ideas. These values push people to break industry molds, try bold visuals, and lead with experimentation.
The client experience would probably be collaborative, imaginative, with lots of room for co-creation, and messaging would be a little rebellious, often inspiring, and focused on what could be.
Transparency + Integrity
Perfect for service providers who lead with honesty, clear pricing, real talk on social, and have clear client processes. Their client experience would value timelines, expectations, and mutual respect.
Messaging would be honest about capacity, clear about deliverables, and they would not be afraid to say “this isn’t a good fit” when needed.
Playfulness + Personality
This is for brands that don’t take themselves too seriously but DO take results seriously.
Their messaging would be humorous, conversational, and would usually speak with the audience, not at them. The client experience would probably be upbeat, affirming, and sometimes with unexpected surprises (like a fun onboarding quiz or a post-project gift box).
Empathy + Connection
For values-led photographers and creatives who build deep relationships and create safe, intentional experiences, and hold space for others. The messaging is grounded, emotional, and people-first. The client experience would be high-touch, focused on care, and include thoughtful details or prep resources.
Freedom + Flexibility
For creatives who want to show clients they don’t have to follow the mold like elopement photographers, lifestyle-focused brands, etc. Their messaging would be empowering, spontaneous, and often centered around “you get to do this your way.” The client experience would be relaxed, collaborative, and flexible with timelines or structure
There would be no cookie-cutter packages and lots of custom options available.
Inkpot Creative’s Brand Values (aka How We Walk the Talk)
We thought it’d be helpful to use our own agency as an example. Here are our core brand values:
Equal Rights Are Human Rights
We create for everyone. Inclusivity isn’t a buzzword; it’s our baseline. We design for diversity and representation, period.
Everyone Should Love Who They Wanna Love
We proudly partner with photographers who center queer love, marginalized love, real love, not just what the industry has historically prioritized.
The World Needs More Creativity, Positivity, and Kindness
We believe in bold design, fresh ideas, and intentional rebellion, but never at the cost of humanity. We lead with compassion, curiosity, and creativity that breaks molds without breaking people.
How You Can Start Defining Your Own Brand Values
Here are our expert tips on how to start crafting your unique brand values, and just a quick reminder, it is absolutely okay if they evolve over time!
Start small
Start by picking 3–5 values that really reflect how you actually work, not what sounds impressive.
Be specific
Notice how our brand values are a bit longer than just “inclusivity” – we really try to pick wording that we can embody as a business.
Test them
Can you apply them to client communication? Content? Your design? Make sure each brand value works for you and your business!
Now You’re Ready to Start Creating Your Brand Values
We hope you found these brand value examples + info helpful! When your brand values are clear, your dream clients can feel it even before you say a word.
Not sure how to express that in your visuals, tone, or brand identity? That’s where we come in!! The Rebrand Edit is our custom rebrand experience for photographers who want to stand out by standing for something.
We take your values, voice, and vision and turn them into a brand that feels like you and connects with the clients you actually want. You can learn more about the Rebrand Edit here or get in touch with us here.
Read these next:
What’s the Difference Between Web Design and Branding? (And Why Photographers Need Both)
How to Give Constructive Design Feedback
KP’s design journey began in book publishing, but she fell in love with the truly limitless possibilities that web design presents. Since then, she’s been helping photographers and creatives become the no-brainer option for their dream clients before they even get on a call.
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9/01/25
Published On:
Krystianna Pietrzak
