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20+Brand Values People Can Actually Relate To (without The Buzzwords)

Brand Values for wellness and lifestyle brands

When it comes to brand values many small businesses either choose to overlook them or choose the most boring, unrelatable words imaginable. Companies that use core values such as ‘We have good attention to detail‘, or ‘We strive for excellence.‘, make me want to shudder. These types of values are unrelatable, buzzwordy, and boring! Instead, you need your core brand values to be aspirational, inspiring, and passionate, to accurately align your brand with the right people.

What are brand values?

Brand values are a collection of beliefs, that make up your philosophy around what you do as a business. They’re what you stand for as a brand, and are at the very essence of you and what your brand stands for.

Why do they matter?

When it comes to good branding having core values is what will set you apart from the rest. It aligns you with the right people, helps to tell your story, and answers the question of why it all matters.

Due to the demands of modern life, stress, and anxiety, the need for wellness, lifestyle, and beauty brands are at an all-time high! That means now more than ever people are investing in coaches, therapists, and are spending more time and money on investing in lifestyle products to supplement their lifes.

How to use brand values?

Your brand values should be clear and easy to remember. No matter how small your business you should have brand values. They will be the framework for your brand message, vision, personality, and identity.

SHARE – Adding value is key to growing your brand awareness. As well as adding value to your community see if you can branch across and add value to other communities that might appreciate what you’re all about.


BE OPEN – Vulnerability is scary but showing your human side will help people feel connected to you and your brand.


ENGAGE – Sharing almost always leads to engagement, which in turn leads to community.


CARE – Show you care about what you do, why you do it, and who you do it for.

How many brand values does a small business need?

If you’re just starting out I’d start with 3, but anywhere between 3-5 is enough.

Brand value examples that are relatable

Below is a list of values that mean more than just the words they’re written in. When choosing values think to yourself ‘I’m/we’re all about‘…

Finding the balance – To bring harmony to life
A blend of all stripes – Diversity
Intentional folk– Calm and considered
Mindful tribe – Connection
Clean + Conscious Lines – Transparency
Ah-ha Moments – Innovation + Creativity
Clean lines – Simplicity
Room to grow – Flexibility
Lots of give, little take – Charitable
Warm fuzzy moments – Happiness
Clean hands – Integrity
Hands-on hearts – Honesty
The gold dust – Uniqueness
Grass Roots – Common People
Simplicity – Client comfort
Grounding rituals – Learning
Rooted in heritage – Tradition
Soulful – Passional
Brownie Points – Excellence
Climbing mountains – hard work
Perfectly Imperfect – Finding beauty in flaws
Sparking confidence – Empowering
Sparkling Outlook – Positivity + Optimism
Social Grace – Elegance
Kindred spirits – Community-driven
Our nearest and dearest – Family
Wild friends – Animal friendly

Personal Brand Values

If you’re a personal brand your own personal values will likely overlap with your brands, after all it’s you name above the door and it’s what people love about you. Your personal values shape the how and why you do what you do. People want to connect with real people and your values are a great way to build trust among your audience.

As a personal brand using the above list of brand values are a great starting point to reword your values into something people can connect with on a personal level.

Remember, consumers are turning to wellness brands with real stories, real identities, and strong values to show us how to live happier, healthier lives we so often dream of. This is how successful brands continue to build connections, relationships with their audience. As humans, we want to feel like we’re part of something special, above all, we want to feel inspired, motivated, and understood.

Need a little more help with Captivating & Converting your dream clients?

Book a Brand Clarity Session with me

My Brand Clarity Session is designed to offer an expert opinion on where your brand sits in the market, unscramble what you need to shine the spotlight on you, and actionable steps to help you reach your goals as a business.

Kate Male Brand Designer & Creative Director based in London

About Kate

Kate is a brand designer and creative director based in London. She works with wellness, lifestyle, and beauty brands who want to tell their story with depth, and style.

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