How to Find Your Core Values and Rebrand Yourself with Purpose
- Christian Batoon
- Sep 28
- 16 min read
Identifying your core values is a game-changing exercise in self-discovery and personal branding. Core values are the deeply held beliefs and principles that guide your decisions and behavior[1]. When you uncover what truly matters to you, it becomes easier to make aligned choices and “reinvent” yourself or your business with authenticity.
This article suggests, “When your values are clear to you, making decisions becomes easier”[2]. This process is especially powerful for entrepreneurs, creatives, and professionals in transition – for anyone rebranding their career or business around a more authentic, purpose-driven identity.
The following guide will walk you through why core values matter and provide step-by-step exercises (with examples) to help you discover your core values and integrate them into your life and brand.
Why Core Values Matter (In Life and Business)
Core values act as an internal compass that influences how we live and work[1]. Living in alignment with your values leads to a greater sense of fulfillment and peace, because your actions reflect what you truly believe in[3]. There are several key benefits to defining your personal values:
Clear Decision-Making: Your values provide a firm framework for tough choices. When faced with options, you can assess which path best aligns with your core principles, making decisions much clearer and less stressful[4].
Inner Fulfillment: Pursuing goals and habits consistent with your values brings deep satisfaction. You’re more motivated and resilient because you know why you’re doing what you do[3].
Stronger Relationships: Understanding your own values (and recognizing others’ values) improves relationships. Shared values build trust and connection, while awareness of differences promotes empathy and respect[5].
Focused Personal Branding: In business, knowing your values differentiates your brand. Leaders with clarity of values practice those values consistently – they “walk the talk” by aligning their intentions, words, and behaviors with what they hold important[6]. This consistency earns trust from audiences and customers. Research by Jim Collins found that visionary companies with a “deeply held core ideology” (core values + purpose beyond profit) had a stronger identity and outperformed peers over decades[7]. In short, core values give both individuals and organizations a stable foundation that holds them together in the face of change[7].
Notably, defining core values is vital for entrepreneurs and creatives building a brand. Consumers today “vote with their wallets” – they prefer and will pay more for companies that share their personal values[8]. Rebranding is a chance to realign your business with your mission and values[9], thereby attracting loyal customers who believe in the same things. However, this only works if you genuinely live those values. As branding experts warn, your values are worthless unless they permeate every aspect of your brand experience and drive your actions[10]. In other words, whether for your life or your business, core values must be more than words on a page – they should guide everything you do.
Step-by-Step Guide: How to Find Your Core Values
Finding your core values involves deep reflection and intentional exercises. It’s a personal journey of self-discovery, so give yourself the time and honesty it deserves. Below is a step-by-step process, with exercises and examples, to help you identify the values that define who you are and who you want to become.
1. Reflect on Your Life Story
Self-reflection is the critical first step. Our most meaningful and intense life experiences often reveal what we value most[11]. Take a quiet moment to think about the following prompts (journaling your answers is highly recommended):
Peak Experiences: List a few of the happiest, most fulfilling moments in your life – times when you felt truly alive, proud, or at peace. What was happening, and why did those moments feel so good? (For example, did you achieve something through hard work, or were you helping someone, or expressing your creativity?) These stories highlight values that energize you[11].
Challenging Moments: Now recall times when you felt extremely angry, hurt, or disappointed. What was it about those situations that bothered you so deeply? Often, negative emotions signal that an important value was being violated. For instance, feeling outraged at an instance of unfairness might point to justice or integrity as a core value for you[12].
Childhood Influences: Think about what lessons or influences from your upbringing stuck with you. Sometimes our early life experiences plant the seeds of core values – for example, someone who moved frequently as a child might highly value stability or community in adulthood.
Role Models: Consider people you admire (public figures or people in your life). What qualities in them do you respect the most? Do you see themes like courage, kindness, innovation, etc., that draw you to these individuals? Qualities you consistently admire often mirror values you hold dear.
Reflecting on these questions will surface recurring themes. For example, you might realize that the times you felt proud all involved helping others, indicating compassion or service is a core value. Or you might see that whenever you felt lost, it was due to lack of authenticity in your environment, highlighting how much you value honesty and being true to yourself. Write down any value words or themes that come to mind during this reflection. Don’t worry about editing now – just capture everything meaningful that surfaces from your life story.
2. Brainstorm a “Values Dump”
Next, do a creative brain dump of any and all values, qualities, or things that matter to you. This is a free-form brainstorming session to expand your list of potential core values[13]. Include anything that feels important – even abstract words or phrases like freedom, family, creativity, financial security, adventure, calm, achievement, etc. You can also list people, activities or principles you love (e.g. travel, mentoring others, learning new skills) or things you absolutely dislike (which hint at values you care about by their absence – e.g. hating lying suggests you value honesty). The idea is to pour out all your priorities and beliefs onto paper without judgment[14].
If you need inspiration, consider using existing core values lists as prompts. For example, researcher Brené Brown provides a list of over 100 common values (see the image below for an excerpt)[15][16], and other sources list hundreds more (e.g. James Clear’s list of 50 values, or the Science of People list of 216 values)[17][18]. Skim through such a list and circle or jot down any words that resonate strongly with you[19]. At this stage, it’s normal if you identify 10, 20, or even more values that feel relevant – write them all down. The goal is to gather a “long list” of value candidates before we narrow them. (If you encounter a word you like but aren’t sure what it means to you, make a note to define it later. Core values should be understood in your own terms.)
An example of a personal values list (from Brené Brown’s Dare to Lead). Circling or underlining the values that resonate with you is a great way to start your brain dump[20][15].
3. Identify Themes and Group Related Values
Now that you have a broad list of values and meaningful things, start looking for patterns. It’s time to organize and cluster related values. Often, many of the items on your list will connect to a common theme[21]. For instance, you might have written honesty, authenticity, transparency, and genuineness – all of those relate to a theme of truthfulness. Similarly, love, community, and kindness might cluster under a broader value of compassion. Grouping similar values helps you see the bigger picture of what really drives you[21]. It can also reveal if certain words are essentially describing the same core idea for you.
After grouping, pick a label for each cluster that feels like the best representation of that theme. In the above examples, authenticity could stand as the label for the honesty-related cluster, and compassion (or caring) for the love/kindness cluster. You don’t have to use the exact words from your list; choose whatever word resonates most deeply as the “title” of that group. These cluster labels are strong candidates for your core values, whereas the other related terms become supporting values. One blogger who undertook this exercise noted that “organizing values that relate to each other helps establish your motivating core values that the other values support”[21]. In other words, your goal is to identify the few key values that drive many of the others.
Example: Imagine your brainstorm list included achievement, wealth, status, ambition, and independence. You might realize all of these relate to a desire for success or freedom. Perhaps independence stands out as the value that encapsulates why achievement and wealth matter to you (i.e. you seek success to have freedom and independence). In that case, Independence would be a core value, with achievement and financial security as supporting values. Another person might group family, loyalty, trust, belonging under a core value of Family or Relationships, recognizing that the essence is having a loving, trustworthy support system. There is no “wrong” answer – it’s about what feels most important at the core. Take your time with this grouping and labeling step; you are distilling the essence of what matters to you.
4. Narrow Down to Your Core Values
By now you should see that a few themes keep appearing. The challenge is to narrow your focus to a short list of core values – the ones that truly define you at your core. If you try to claim too many “core” values, you dilute the power of each. As one leadership coach explains, if everything is important, then nothing is a real driver[22]. Prioritization is key. Aim for about 3 to 5 core values (some experts even challenge people to pick just two, for ultimate clarity[20]). This can be difficult because you likely resonate with many values – but remember, choosing core values doesn’t mean the others don’t matter at all; it just means these top few are the non-negotiables that drive your life and work.
To narrow down your list:- Review each value (or cluster label) and ask yourself, “If I could satisfy only one of these values, which one is absolutely essential?” Compare them: would you give up Creativity for Security, or Security for Creativity? Which value, if unmet, would make life feel empty? This can help rank their importance.- Another technique: Pretend you must tattoo your values on your arm – which 3 words would you unhesitatingly choose to display to the world as your defining features? This thought experiment forces you to be honest about which values are most integral to your identity.- Use elimination: If you have, say, 8 candidates, try crossing off one at a time that is less crucial until you get down to the top 5 or 3. Pay attention to any gut reactions – if crossing something off feels very painful, that might belong back on the list above another item.
Expert Tip: Brené Brown’s values exercise recommends ultimately choosing just two core values. She acknowledges almost everyone “wants to pick 10-15” values at first, but insists you “can’t stop until you’re down to two”[20]. Why such a small number? Because identifying your top one or two forces you to examine how all your other “second-tier” values are expressed through the top ones[23][21]. It brings laser focus.
For example, if you selected Integrity and Growth as your two core values, you’d likely find that values like honesty, trust, learning, and adventure (which you also care about) all stem from or relate to those two core ideals. This doesn’t mean you only care about two things in life – rather, those two are the roots from which everything else grows[23][24]. That said, you do not have to limit yourself to two if it doesn’t feel right; many people choose a “top 3” or a small handful. The important part is keeping the list short enough that you can clearly remember and live by them daily.
Once you have your final core values identified, write them down prominently. Define each value in your own words so that it’s crystal clear what it means to you. For instance, if one of your core values is “success,” clarify how you define success (e.g. “achieving my goals through hard work while maintaining integrity”). If your value is “compassion,” you might define it as “treating others with empathy, kindness, and respect, and helping those in need.” This personal definition step is important – two people might both choose “success” but one could mean financial achievement while another means making a positive impact. Writing a short personal values statement or description for each core value will reinforce your understanding of them[25]. It also helps you communicate your values to others if needed.
5. (Optional) Get Feedback from Trusted People
At this stage, you have a solid grasp on what you believe your core values are. It can be insightful to validate and refine this self-perception by seeking input from a few people who know you well. Sometimes we have blind spots about ourselves, and others can offer a perspective on what values we exemplify in their eyes[26][27]. For example, a close friend or colleague might consistently see you as a creative, entrepreneurial spirit or as a pillar of honesty, even if you undervalued those traits in yourself.
Consider asking 2-3 people (who will be honest and supportive) questions like[27]:- “What do you think are my top 3 core values?” (You can even show them a list of values to pick from, to make it easier[28].)- “When have you seen me most energized or truly ‘myself’? What was I doing?”- “When have you seen me really frustrated or upset? What do you think caused it?”
Compare this feedback with your own conclusions. If there’s strong overlap, that’s a great confirmation that those values really are central to how you live. If someone mentions something you hadn’t considered, reflect on it – do you see that value showing up in your life? You don’t have to agree with others’ inputs blindly, but be open to learning. This exercise can either reinforce your chosen values or help you fine-tune the list. (If nothing else, it builds self-awareness about how you “show up” to others[26].)
6. Commit to Your Core Values and Live Them
With your core values clearly identified, the final step is to integrate them into your daily life and future plans. A value means little if it’s not practiced. As Brené Brown puts it, “living into our values means we do more than profess them, we practice them” – we make sure our intentions, words, and actions align with what we say is important[6]. Here are ways to commit to your values:
Keep Values Visible: Find a way to remind yourself of your core values every day. You might write them on a card or sticky note on your desk, set them as a phone wallpaper, or put them on your bathroom mirror[29]. One entrepreneur stuck a copy of his core values on his mirror as a daily reminder[30]. When your values are front and center, it’s easier to consciously act on them.
Use Values in Decision-Making: Start using your core values as a filter for decisions big and small[31]. Before saying “yes” or “no” to a new commitment, ask: Does this align with my core values? For instance, if Family is a core value and a job requires constant travel (keeping you away from family), you might reconsider that path. If Innovation is a core value, you’ll want to choose projects that allow creativity and avoid those that feel stagnant. Over time, making value-aligned choices becomes more automatic, and you build a life (or business) that genuinely reflects who you are.
Align Goals with Values: When setting personal or business goals, ensure they connect back to your core values. A goal that resonates with your values will naturally motivate you more. For example, if Growth and Learning are core values, set a goal to learn a new skill this year or to pursue an advanced certification. If Contribution is a core value, a goal might be to volunteer monthly or build a social impact product in your company. By aligning goals to values, you guarantee that achieving the goal will feel meaningful, not hollow[32].
Find Your Tribe: Surround yourself with people who respect or even share your values. While diversity of thought is important, having a core circle (friends, mentors, team members) who prioritize similar principles creates an environment where you can live your values without pushback. If you value positivity and growth, spending time with chronic skeptics or naysayers will drain you; instead, seek out optimistic, growth-minded folks who inspire you. “Effective communication with like-minded individuals will keep you inspired and motivated,” notes one guide[32]. In a business context, hiring team members who embrace the company’s core values leads to a stronger, more unified culture.
Periodic Check-Ins: Life changes, and people evolve. Major events – a career change, becoming a parent, a loss or new discovery – can shift your perspective on what’s most important[33]. It’s wise to revisit your core values from time to time (say, annually or after a big life change) and ask: Do these values still feel authentic and top-priority? Most core values will remain relatively stable over your adult life, especially those rooted in childhood experiences[33]. But it’s okay if one or two values evolve as you grow; the key is to be aware and adjust your course accordingly.
By actively living your values, you’ll find that you not only stay true to yourself, but you also project a consistent and genuine identity to others. In the context of personal branding or rebranding, this is gold – your audience (be it clients, employers, or followers) will sense the integrity and clarity in your message. You become known for what you stand for, which is the essence of a strong brand.
Bringing It All Together: Core Values and Your Personal Brand
Defining your core values is not a theoretical exercise; it has very practical payoffs, especially if you are rebranding yourself or your business. Think of your core values as the DNA of your personal brand – they inform your mission, your voice, and the story you present to the world. When you build a brand (or rebrand an existing business) around clear values, you create alignment between who you are and what you do. This authenticity builds trust with your target audience.
Here’s how you can integrate core values into your branding and professional life:
Craft a Mission Statement or Motto: Use your core values to write a short mission statement for your business or personal brand. For example, if your values are Authenticity, Connection, and Growth, your mission might be “To help others grow by creating honest connections and delivering authentic, valuable experiences.” This statement can guide your marketing copy, your “About Me” page, or your company’s vision statement. It signals to the world what you’re all about. (Many successful companies distill their core ideology into mission and values statements – and those that stick to them tend to outperform, as mentioned earlier[7].)
Align Brand Actions with Values: Make sure your brand’s actions consistently reflect its professed values. If customer-centricity or quality is a core value, it should be evident in how you handle customer service and product development. If creativity is a value, your content and offerings should showcase innovation. Remember that rebranding around values may require some sacrifices or changes – you might decide to discontinue a profitable practice that doesn’t fit your values, for the sake of integrity. This can be challenging, but it pays off by differentiating you. As one rebranding guide notes, brands must sometimes be willing to let go of opportunities that don’t align, because your values mean nothing if you won’t stand by them[10]. Consistency is key: every aspect of the brand experience (from the design, to how you talk to clients, to your social media presence) should echo your values. That consistency is what builds a trustworthy and memorable brand identity.
Communicate Your Values: Don’t be shy about letting your audience know your core values. You can share the story of your values journey in a blog post (for example, the story of how you discovered the importance of Kindness and Integrity in your life and now infuse that into your business). Many brands publish their core values on their website. The caveat is, you must live up to them – when you do, publicizing your values can inspire and attract like-minded customers or collaborators. People naturally gravitate to authenticity. In fact, a Harvard Business Review piece points out that articulating moral convictions through core value statements has become a trend – but the real impact comes from backing those words with action[10]. So use values in your messaging, but also in your decision logs. For example, if you’re an entrepreneur who values Sustainability, be transparent about your eco-friendly practices and even the trade-offs you make to honor that value. This story-telling and transparency will strengthen your brand.
Example – Personal Rebrand: Let’s say you’re a mid-career professional (perhaps a male entrepreneur, to use your target demographic) who built a business in the past that you feel wasn’t aligned with who you truly are. Now, you’ve identified your core values as Authenticity, Compassion, and Innovation in this reinvention phase. Your rebranding might involve: updating your brand visuals and tone to be more personal and sincere (reflecting Authenticity), launching a mentorship program or community initiative (reflecting Compassion for others’ growth), and highlighting creative, cutting-edge aspects of your work (reflecting Innovation). You might choose a new tagline like “Innovating with Heart and Honesty,” which encapsulates those values. Over time, as you consistently operate by these principles, you’ll attract clients, partners, and team members who appreciate an authentic, caring, forward-thinking approach. This is how core values become the north star for your brand.
Finally, remember that finding your core values is an ongoing journey. You’ve taken the crucial first steps by defining them and making a plan to live and brand by them. As you move forward, continue to stay mindful and revisit your values as needed. They will serve as a lifelong guide. As one expert wisely noted, a deeply held core ideology gives a strong sense of identity and continuity[7] – in your personal life, that means knowing who you are at the core, and in business, it means having a brand that can stand the test of time because it’s built on truth.
Why Defining Core Values Lasts a Lifetime
Discovering your core values is a transformative process. It gives you a foundation for personal growth and a blueprint for branding yourself or your business in a way that feels right. Once you’ve identified those core values – be it Authenticity, Growth, Compassion, Creativity, Integrity, or whatever holds true for you – you gain a sense of direction that keeps you grounded. You’ll find that you no longer stray from what matters; decisions large and small become more straightforward, and your confidence grows knowing you’re living on purpose. In times of doubt or transition, you can return to your core values and realign with your true north.
Good luck with the journey of living and leading through your values!
Your family will thank you one day.
[1] [2] [3] [4] [5] [17] [18] [19] [25] [26] [27] [28] [34] [35] Five Steps to Identify Your Values The Leadership Coaching Lab
[11] [12] [13] [14] [29] [30] [31] [32] Core Values List: 93 Values to Develop Your “Why” - Thomas Griffin
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