This felt sign, “Gratitude is my attitude”, represents business core values. Gratitude is a great example of a company standard that connects with customers and drives conversion.

If I were to ask you about your core values, could you list them off?

Here’s the thing. It’s not enough to say, “Well, I’m nice. And my employees are, too.”

You should be nice. However, true core values drive those gut feelings, daily decisions, and, perhaps most importantly, the ideals your customers are seeking, too.


Let’s look at KT Merry, a destination wedding photographer. While she doesn’t list out her core values (most brands don’t), I can pick out several that might have made the cut from the text on her About page.

“Yes, I’m devoted to my art, but I value your experience above all. You’re searching for photography with meaning, images that capture you at your best. I am too. I look forward to being your guide, as we join together to create timeless, artistic heirlooms for you and the people you love.”

Artistic. Meaningful. Collaborative. These are all needs

How does she communicate those values to clients? Her wedding photography is “artistic” (rarely posed). She uses interesting angles and techniques to capture intimate, unnoticed moments. And she describes her process as a collaborative one. 

KT knew exactly what her audience was envisioning. What about you? Our Client Avatar Workbook (it’s free! Download yours below!) is a great resource to match up values between you and your ideal client.

What needs are you meeting with your core values?


It’s important to focus on what you value within your business. However, it’s equally important to make sure your team and your customers value the same things.

Let’s say “family” is one of your core values. Would you say each of the following is true?

  1. A family atmosphere is communicated in several ways to my customers (inclusive language, regular client follow-ups, birthday wishes, etc.).
  2. My team acts like a family.
  3. The family feel is one of the reasons customers choose my business over competitors.
If all of those are true, then “family” is a shared value. You can plug in any word into that equation, but the point is that shared values drive connection. And connection drives success.
Needs change. Business models change. You change.
If you’ve been through a core value exercise and haven’t dusted off that old notebook in a while, take some time to review them.
Values are living, breathing things. They should drive every celebration of success, and every acceptance of failure.
Are your current core values meeting needs and shared between you, your team, and your clients? If not, start fresh!
Wherever you are on your path as a business owner, don’t miss the importance of establishing (and reestablishing) the ideals that drive what you do and why you do it. Nailing them down and making them part of every facet of your business is the difference between answering a call and hanging up.
Do you need more help defining your core values? Book a free Discovery Call and let’s chat.
Wishing you all the best!
Teresa White