Worksheets and Tools
Brand values worksheet.
Your organizational values are one of the cornerstones of your brand. A deeply held value will inform your actions and decisions.
Before we begin a brand design project, we always look to understand these values so that we can use them to direct the design of your brand visuals.
Value will always be debatable. Meaning, one could usually make a case for the opposite of your value, and there are probably organizations that define themselves by these opposing values. In getting to your values, it might also be helpful to consider what you’re willing to sacrifice in your organization—the areas you’re willing to turn down work can speak volumes about the things you hold dear.
To help you define your values, we’ve included two different exercises below. The first is a list of several sample values to help get you thinking. This list is by no means comprehensive and your organization will most likely value other traits that are not on this list. The second prompt is a list of questions that can help prod you down the path of discovering your values.
Exercise 1: Sample Values
In considering your values, it can sometimes be hard to understand the difference between a value and a style or personality trait. A value will always complete the following statement:
As an organization, we value ___________, ___________, and ___________.
Click Here To See Sample Values
Balance
Creating a sustainable culture for yourself and your communities.
Collaboration
Combining varied perspectives to achieve the best results possible.
Community
Sharing responsibility for each other’s well-being.
Compassion
Feeling sympathy, care or concern for others.
Courage
Acting with strength in the face of fear or adversity.
Directness
Relating an opinion openly and honestly.
Effectiveness
Achieving benchmarks to accomplish goals and objectives.
Equity
Being fair and free from bias.
Family
Caring for and spending time with loved ones.
Freedom
Having the ability to exercise choice and free will.
Friendship
Experiencing close, ongoing relationships.
Helping
Taking care of others.
Individuality
Valuing the differences within yourself and others.
Innovation
Finding new and creative ways of doing things.
Intention
Acting in a thoughtful and strategic way.
Integrity
Acting in alignment with your values and promises.
Justice
Pursuing what is fair and reasonable.
Leadership
Motivating others to work towards achieving a common purpose.
Loyalty
Showing firm and constant allegiance to a person, ideal, duty or cause.
Mobility
Believing that all who work hard should be able to advance and participate fully in society.
Obligation
Committing to fulfill an act or course of action.
Opportunity
Having the chance to progress or advance.
Optimism
Moving forward with hopefulness and confidence.
Personal Growth
Pursuing new skills and self-awareness.
Pleasure
Seeking happiness and satisfaction through personal enjoyment.
Power
Having the ability to effect change and achieve desired outcomes.
Recognition
Being noted for your efforts.
Redemption
Creating frameworks that make it possible for people to develop, rebuild, and reclaim responsibility for their lives.
Responsibility
Being accountable for your actions; acting in alignment with expectations.
Risk
Exploring the unknown by testing limits; willing to fail.
Security
Having the tools to meet our own basic needs and the needs of our families.
Spiritual Growth
Seeking connection to a higher purpose.
Tolerance
Respecting the beliefs, practices, or innate differences of others.
Tradition
Valuing a practice, custom or story that has been passed down from generation to generation.
Transparency
Practicing full disclosure by providing access to important information.
Voice
Having a say in the decisions that affect us.
Exercise 2: Questions for consideration
In order to get a thoughtful conversation started about your values as an organization, it can be helpful to consider the patterns and characteristics in your culture that might point to your values. Here is a little food for thought:
1. What is the culture of your organization?
2. What are the things about your organization that you’d never want to change?
3. What do you fight for?
4. What are you willing to give up?
5. What do you do or say that creates advocates?
6. What do you do or say that creates enemies?
7. What kinds of business opportunities are you willing to sacrifice on principle?
8. What are things that you will always do?
9. What are things that you will never do?