Design a brand identity that is aligned with your business’s core values
Let’s talk about about implementing your business’s core values into your brand identity. This is an important step we use in the brand identity creation for all of our clients, and I want to share what this looks like in action with you. It's a fascinating journey into the heart of branding, where aesthetics meet authenticity.
I will be using the brand identity I created for Tessa of Nourishing Functional Health as an example of what this looks like.
Picture this: Every brand, much like a living organism, has roots that anchor it to its essence. These roots are its core values—the guiding principles that shape its identity and resonate with its audience on a deeper level.
Think about your favorite brands. What do they stand for? What do they believe in? Chances are, their core values shine through in every aspect of their identity—from their logo and color palette to their messaging and customer experience.
Business core values examples:
EMPOWERMENT
COMPASSION
HOLISTIC APPROACH
INTEGRITY
EMPATHY
INNOVATION
COMMUNITY
BALANCE
EDUCATION
ACCOUNTABILITY
SUSTAINABILITY
MINDFULNESS
RESILIENCE
AUTHENTICITY
GRATITUDE
PERSONAL GROWTH
Here's the beauty of it: When a brand stays true to its core values, it creates a magnetic force that attracts like-minded clients and fosters genuine connections. It's not just about selling products or services; it's about building a community based on shared beliefs and aspirations.
Let’s look at Tessa’s project as an example:
About The Client: Tessa Bowers is the founder of Nourishing Functional Health. She is a holistic coach and aspires to be a guide of knowledge in cellular health, gut health, and foundational healing. She utilizes bio-energetic and functional laboratory testing to see what the body needs in terms of healing. Tessa focuses on correcting things at the cell level, working with the body versus over-supplementing. She chooses to use whole foods, liposomal, and homeopathy with her clients – working with the body versus overburdening the body.
About The Design: During our initial calls and brainstorming phase of the design process, Tessa shared her love and appreciation for trees (especially their roots). She sent me gorgeous images of trees she had on her phone. I instantly knew we needed to incorporate this concept into her logo.
We also established her business’s core values: empowering, calming, compassionate, curious, nurturing, and out-of-the-box thinking.
Inspired by Tessa's deep connection with trees and their roots, we crafted a logo that merged the tree imagery with her core values. We used tree roots in her primary logo, symbolizing strength and nourishment, creating a powerful narrative for her brand. Her tagline “Rooted in Wellness” helped bring everything together.
Along with the primary logo, we created a tree submark, with the initials of her business name (NFH) nestled within the branches. Every element of the logo and the color palette reflects Tessa's values.
Color Psychology
Just as words convey meaning, colors speak volumes about a brand's personality and values. If you are a wellness coach, consider the calming hues of blue, evoking feelings of trust, stability, and tranquility—perfect for a wellness brand that prioritizes peace and harmony. Or perhaps the vibrant shades of green, symbolizing growth, renewal, and vitality—ideal for a brand that celebrates holistic health and natural living. By carefully selecting a color palette that aligns with your core values, you can create a visual identity that resonates with your audience on a subconscious level, fostering a deeper connection and reinforcing your brand's message.
Where to start
So, how can you infuse your brand with its core values? Start by asking yourself what matters most to you and your audience. What drives you? What sets you apart? Brainstorm and write down that list of 5-8 core values you want for your business.
Create a Pinterest board and start pining images and color palettes that reflect those core values you just wrote down. This step is important because it gives you a chance to add a visual element to the words, and this step will help you immensely when developing your logo and graphic elements.
Remember, your brand is more than just a logo or a tagline. It's a reflection of who you are, what you stand for, and the impact you aspire to make in your community.
Share below what your unique business core values would be! We want to hear from you.
Looking for support? We would love to embark on this created design journey with you and bring your core values to life through your branding in a meaningful and memorable way.
Warmly,
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