Recently we attended a fundraising event for one of our clients, Community Soup Kitchen of New Haven. They hold their annual fundraiser at the beginning of November—an important kick-off to a season when many of the people they serve face the greatest difficulties.

Last year my husband Nic played music at the event. This year he was asked back, and we brought all four of our children. We wanted them to understand the importance of the Soup Kitchen’s work and how we’re helping them achieve their mission: “Serving the hungry no matter the circumstances.”

Because of decisions made by our current government, this year programs were at risk of closing overnight. More people suddenly couldn’t feed themselves or their families. Community Soup Kitchen stepped in to supplement other city programs that lost funding and were at risk of shutting down completely.

CSK went from serving 69,000 meals in 2023 to 190,000 meals in 2025 (to date).

The need is huge. And they’re doing everything they can to meet it.

Build a Brand with your values at the core-Nic is playing at CSK's annual fundraiser, supporting an organization who is doing great work in New Haven.

Why I’m Telling You This (And What It Has to Do With Building Your Brand)

I’m passionate about helping others. I’m committed to making a difference in this world, and that’s what drives everything I do. It’s why I started Creare in the first place—to help small businesses build their online presence so they could reach their ideal clients and make the impact they’re meant to make.

But when I get to help nonprofits? That really excites me.

We’ve helped organizations that feed the hungry. We’ve worked with those supporting people who struggle with mental health, or who have lost someone to mental health issues. These are causes that affect every single one of us. They align with my values and my passions.

And that alignment? That’s what makes my business feel like more than just a business.

When you create a brand from scratch, you have the opportunity to build it into anything you want it to be. My goal is to build a brand that is inspirational, relatable, and actionable. I want to give you the tools and resources you need—along with the support and advice—to make a difference in your everyday work.

That’s the power of building a brand rooted in your values. It doesn’t just attract clients. It attracts the right clients. The clients whose work you believe in. The clients you’re genuinely excited to help succeed.

Build a Brand that Represents You

Step 1: Get Clear on What You Actually Care About

Before you can build a brand that reflects your values, you need to know what those values are.

This sounds obvious, but most business owners skip this step. They jump straight to “What can I sell?” or “What’s trending in my industry?” without stopping to ask, “What do I actually stand for?”

Try This Exercise:

Answer these questions honestly (no one else needs to see this):

  1. What issues or causes make you feel something? What stories on the news make you want to do something, even if you feel helpless? What problems in your community frustrate you because you wish you could fix them?
  2. Who do you most want to help? Not “who can afford to pay me,” but who do you genuinely get excited about serving? Whose success makes you feel fulfilled?
  3. What would you do for free if money weren’t an issue? What kind of work lights you up, even when it’s hard?
  4. What do you want to be known for? When someone refers you to a colleague, what do you hope they say about you beyond “they’re good at [your skill]”?
  5. What legacy do you want to leave? At the end of your career, what difference do you want to have made?

Write these answers down. Don’t edit yourself. Just get honest about what matters to you.

This is your foundation.

Step 2: Identify the Intersection Between Your Values and Your Expertise

Your passion alone won’t pay the bills. And your expertise alone won’t sustain you long-term.

The sweet spot? Where your values meet your skills.

For me, that intersection looks like this:

  • My expertise: Building websites, marketing strategy, technology implementation
  • My values: Helping others make a difference, supporting causes I’m passionate about, making complex things accessible
  • The intersection: Helping purpose-driven small businesses and nonprofits reach more people with their important work

Grab a piece of paper and draw two overlapping circles:

  • Circle 1: What you’re good at (your skills, training, experience)
  • Circle 2: What you care about (your values, passions, causes)
  • The overlap: This is where your authentic brand lives

This is where you’ll find the clients who energize you, the projects you’re genuinely proud of, and the work that doesn’t feel like work.

Step 3: Define Your Brand’s Core Values (3-5 Maximum)

Your brand values aren’t just feel-good words on your website—they’re decision-making tools.

Good brand values help you:

  • Decide which clients to take on (and which to refer out)
  • Determine what content to create
  • Choose which partnerships or collaborations to pursue
  • Navigate difficult business decisions
  • Stay consistent when things get overwhelming
Creare Core Values:
  1. Accessibility – Make technology and marketing approachable for everyone, not just the tech-savvy
  2. Purpose-driven impact – Prioritize clients doing meaningful work in their communities
  3. Authenticity over perfection – Real stories and genuine connection matter 
  4. Empowerment – Give clients tools and knowledge, not just expected services
  5. Community care – Support the people and causes that make our world better

These aren’t just pretty words. They show up in real decisions:

  • We work with nonprofits to fit their budget, and save them money in the long-run
  • We teach clients how to market and manage their own websites (or assist them when they need it)
  • We turn down projects that feel misaligned
  • We prioritize working with businesses and organizations making a difference in their communities
How to Choose Your Core Values:

Ask yourself:

  • What principles guide your best decisions?
  • What would make you walk away from a lucrative project?
  • What do you want your clients to feel when they work with you?
  • How do you want to show up differently than your competitors?

Pick 3-5 values that are both authentic to you and relevant to how you serve clients. Write a sentence about what each value means in practice for your business.

Step 4: Let Your Values Show Up in Everything You Do

This is where most businesses fail. They define beautiful brand values… then never actually use them.

Your brand values need to be visible:

On Your Website:
  • Your “About” page should tell stories that illustrate your values, not just list your credentials
  • Your service descriptions should explain why you do this work, not just what you do
  • Client testimonials should highlight value alignment (“They really understood what we’re trying to achieve”)
In Your Content:
  • Share stories about clients whose missions align with yours (with permission)
  • Talk about the causes you support and why they matter
  • Be honest about the challenges you face in living your values
In Your Client Selection:
  • Create a short checklist: Does this project align with my values? Will I be proud of this work?
  • Learn to say no to projects that don’t fit, even when it’s financially tempting
  • Actively seek out clients doing work you believe in
In Your Business Practices:
  • Offer value-based pricing for causes you support
  • Donate services or skills to organizations you believe in
  • Choose vendors and partners who share your values
For Example:

When Community Soup Kitchen came to us in need of a new website we dug into what they were doing, where inefficiencies were, how they ideally did things and what their budget was. We then worked to create the right tech stack to ensure that donations came in and donors were recognized, volunteers could easily sign-up and be accounted for and volunteers could update the website with current donations needed, events, happening, etc. We also continue to support them, at the event Nic pulled out his laptop to create a new form that made check-in easier.

Nic & Chiara at the Community Soup Kitchen of New Haven's Annual Fundraiser - An example of how Creare works to build a brand that has our values at its core

That’s not just good customer service. That’s our values in action.

Step 5: Attract Clients Who Share Your Values

Here’s what happens when you build a values-driven brand: You stop chasing every potential client and start attracting the ones who are perfect for you.

People want to work with businesses that stand for something.

When your website, your social media, your emails all consistently reflect your values, you create “values magnetism.” The right people recognize themselves in your message. They feel the alignment before they even reach out. It pulls them to reach out to you. 

How to Communicate Your Values:

1. Tell specific stories (like the Soup Kitchen story I opened with)

  • Don’t just say “We care about community.” Show it.
  • Share client success stories that illustrate impact, not just results
  • Talk about why certain projects matter to you personally

2. Be selective about your language

  • If you value accessibility, avoid jargon and explain technical terms
  • If you value authenticity, write like you talk (even if it’s not “professional”)
  • If you value empowerment, focus on teaching

3. Show your values in your offers

  • Nonprofit discounts? Make them visible.
  • Pro bono work? Share those stories (with permission).
  • Causes you support? Link to them, talk about them, involve your audience.

4. Be consistent across all touchpoints

  • Your Instagram shouldn’t feel different from your website
  • A meeting with you should reinforce what your website promised
  • Your proposals should reference the values that matter to the client

Step 6: Revisit and Refine As You Grow

Your values shouldn’t change with trends, but how you express them will evolve.

As you work with more aligned clients, you’ll get clearer on what matters most. As the world changes, you’ll find new ways to live out your values.

Set a reminder to revisit your brand values annually:

  • Are these values still true?
  • Am I actually living these values in my business decisions?
  • Do my clients recognize these values in how I work?
  • Is there a gap between what I say I value and what I actually do?

Be honest with yourself. If you’ve drifted, that’s okay. Recommit or revise. Your brand should grow with you, not trap you in who you used to be.

What Building a Values-Driven Brand Has Done for Me (And Can Do for You)

Since I got clear on my values and built my brand around them, things shifted:

I work with clients I genuinely care about. I’m not just completing projects; I’m contributing to missions I believe in.

Marketing feels easier. I’m not trying to convince everyone to work with me. I’m speaking directly to people who already share my values.

I’m more confident in my decisions. When I’m uncertain about a project or partnership, I check it against my values. The answer usually becomes clear.

I attract better clients. When you’re clear about what you stand for, people who resonate with that find you. And they’re the best clients to work with—engaged, appreciative, and aligned.

Your Next Step: Let’s Build A Brand Together

Building a brand that truly reflects who you are and what you care about isn’t just good business—it’s essential for long-term sustainability and fulfillment.

If you’re ready to create a website and brand presence that attracts clients whose missions align with yours, let’s talk.

Together we’ll help you:

  • Clarify your brand values and how to communicate them on your website
  • Write website copy that speaks to your ideal clients’ values and pain points
  • Build an online presence that positions you as the go-to expert for the clients you actually want to serve

Book a Discovery Call and let’s build a brand that makes you excited to show up every day.

Frequently Asked Questions

What does it mean to build a brand that reflects your values?

Building a values-driven brand means consciously aligning your business decisions, messaging, and client selection with the principles that matter most to you. Instead of creating a brand based solely on what you think will sell, you build one that authentically represents what you stand for and who you want to serve. This shows up in everything from your website copy to the clients you choose to work with.

How do I identify my core business values?

Start by reflecting on what genuinely matters to you—not what you think should matter or what sounds impressive. Ask yourself: What causes make me feel something? Who do I most want to help? Why? What would I do for free if money weren’t an issue? Start by looking at the work that’s energized you most and the projects you’re proudest of. The common threads are your values.

Can I build a successful brand based on passion alone?

Passion alone isn’t enough—you need the intersection of passion and expertise. Your values give you direction and energy, but you still need marketable skills to serve clients effectively. The sweet spot is where what you care about meets what you’re good at. 

Won’t focusing on values limit my potential client base?

Yes, and that’s actually a good thing. When you’re clear about your values, you’ll attract fewer leads—but they’ll be better leads. You’ll work with clients who are genuinely excited to work with you, who appreciate your approach, and who refer others like them. Quality over quantity creates a more sustainable and enjoyable business.

How do I communicate my brand values without sounding preachy or self-righteous?

Tell specific stories instead of making broad statements. Rather than saying “We care about giving back,” share a concrete example like the Community Soup Kitchen story I shared here. Show your values through actions and decisions, not just declarations. And be honest about the challenges—vulnerability makes your values feel real, not performative.

What if my values don’t align with what’s profitable in my industry?

This is where you need to get creative about finding your niche. There are always clients who share your values—they might just be in a different market segment than you’ve been targeting. You may need to adjust your pricing structure, service offerings, or target audience. But building a business you don’t believe in is a recipe for burnout, no matter how profitable it looks on paper.

How do I turn down projects that don’t align with my values without offending potential clients?

Be gracious and brief. Something like: “Thank you for thinking of me. After reviewing your project, I don’t think I’m the best fit for what you need. I’d be happy to refer you to [another professional] who might be a better match.” You don’t owe anyone a detailed explanation of why it’s not aligned. Protect your boundaries kindly but firmly.

Should I advertise my values on my website, or is that too much?

Your values should be evident throughout your website, but you don’t need a dedicated “Our Values” page (unless it feels right for your brand). Instead, weave them into your About page stories, service descriptions, and case studies. Let them show up naturally in how you describe your work and why you do it. Actions speak louder than bullet-pointed value statements.

How often should I evaluate whether my brand still reflects my current values?

Do an annual brand audit. Ask yourself: Are my values still true for me? Am I living these values in my business decisions? Do my clients see these values when they work with me? Is there a gap between what I say and what I do? Your core values shouldn’t change constantly, but how you express and prioritize them may evolve as you and your business grow. 

What’s the difference between brand values and a mission statement?

Brand values are the principles that guide how you operate and make decisions. A mission statement describes what you do and who you serve. For example, one of my values is “purpose-driven impact” (how I approach all my work), while my mission is “helping small businesses and nonprofits build effective online presences” (what I specifically do). Values inform your mission, but they’re not the same thing.

Ready to build a brand that feels like YOU? One that attracts clients whose work you genuinely care about? Let’s make it happen.