What does your brand stand for?
Defining your value words
At a dozen eggs, we think defining your brand values is incredibly important. So important that we’ve written quite a few blogs on the subject; Choosing your value words, Brand Values: What’s at the core? and How to build your brand in 10 steps to name a few!
We will assume you are reading this article as you want to get started on selecting some words that will help you develop your brand…
What types of words should you use for your brand values?
- Choose adjectives
- Choose words that communicate the personality of your brand
- Choose brand value words that describe the ‘who’ and not the what
- Choose your words as part of a team – this should ensure you have fewer blind spots
- Don’t use words that mean the same thing. We recommend choosing three words, that cover the personality of your entire organisation
List of brand value words
| Determined | Resolute | Surprising | Courageous |
| Precise | Energetic | Refined | Organic |
| Nostalgic | Curious | Subtle | Complex |
| Simple | Progressive | Traditional | Welcoming |
| Assertive | Experimental | Conventional | High-end |
| Casual | Historic | Realistic | Honest |
| Practical | Sincere | Friendly | Approachable |
| Prudent | Unpretentious | Steadfast | Spirited |
| Conscientious | Encouraging | Hopeful | Family-oriented |
| Down to earth | Wholesome | Sentimental | Corporate |
| Exciting | Unique | Imaginative | Independent |
| Contemporary | Secure | Intelligent | Leaders |
| Confident | Glamorous | Charming | Outdoorsy |
| Tough | Fresh | Academic | Elegant |
| Mischievous | Industrial | Reliable | Mature |
| Cheerful | Luxury | Fun | Economical |
| Formal | Discreet | Homemade | Ground breaking |
| Classic | Loud | Bright | Heritage |
| Exotic | Irreverent | Collaborative | Cooperative |
| Resourceful | Adept | Capable | Limitless |
| Sensible | Focused | Thoughtful | Passionate |
| Accomplished | Basic | Exclusive | Niche |
| Mass-market | Rigorous | Effortless | Modern |
| Vintage | Rugged | Visionary | Trusted |
| Current | Timeless | Adventurous | Vibrant |
| Dynamic | Sophisticated | Serious | Savvy |
| Respectful | Raw | Radical | Rational |
| Playful | Relaxed | Disciplined | Dependable |
| Open-Minded | Opinionated | Intuitive | Optimistic |
| Calm | Ordinary | Reserved | Analytical |
| Laid-back | Humble | Brash | Momentous |
| Creative |
A tool we’ve created …
To make the process easier, we created a tool called Brand Words, which is free to use. It will guide you through the selection of appropriate words, and help narrow them down to three.