A few years ago, I saw my business was doing well but I felt like my messaging wasn't hitting the mark and wasn't speaking directly to my ideal client. I knew I wasn't differentiating enough from everyone else in the branding community. So I decided to figure out how to improve this.

I ended up taking a course and I learned that most of us business owners are we're trying to help somebody through something that we have already figured out. Something we've overcome or something we've learned how to do better. Our experiences lead us to create a brand or business that offers solutions to problems we've faced in the past and know others can benefit from.

It's these kinds of experiences that will shape our values and the deeper purpose of why we do what we do. But here's the problem: it's easy to get lost in the hustle culture and become unaware of this deeper purpose. As a result, we focus more on selling, marketing tactics or sharing how-to's and surface-level content and miss out on the emotional connection that makes our relationships more meaningful.

Core values: A decision-making filter

When I took the time to outline which core values I wanted to drive forward in my business, I saw a shift in my approach and messaging. It changed my mindset and process, and showed me areas to connect emotionally with my audience—things that I've never thought about previously.

I realized from the course how our core values can be strong pillars that help shape our brand and business. These values drive how our brand shows up and and how we make decisions for our business. When we know what we believe, we have so much more clarity on who we are, who we are for, and how we can give value to them.

It's more than just about how we speak. It translates to how we run the business and sheds light on what we're working towards in our brand and business.

Dig deeper:

Go back to why you started in the first place. So what can you do to know what your core values are? One of the keys lies in the reason why you started your brand and business.

Core values represent the reason behind what we do.

If we look deep enough, we will find that there is a deeper purpose to what we're doing—beyond making money and running a business. Things like freedom, community, joy, or family.

Think about the day you decided you were going to start your brand and business. Think back on the events and people that led you to where you are. What values are embedded in those reasons? As you reflect on your experience, how do those values fit into the different moments that shaped your perspective today?

Questions you can use to dig deeper:

- What events or stories have deeply affected your life?
- How have these past experiences shape your current perspective?
- Can you find repeating patterns from these events?
- What prompted you to start your business?
- What are 3-5 things you want to accomplish with your business?
- What values are embedded in these reasons?
- How can you practice these values now in your business?

Action step:

Think about how you can embody those values in your brand and business

Understanding your purpose and why you care about doing the things that you are doing now is just the beginning. The real transformation doesn't happen when you figure out what your core values are—but it takes place once you know how you can live out those values in your business.

For me, my journey of diving deep into my core values and my 'WHY' has helped me build a brand and business that is more impactful and meaningful. By bringing my core values and my heart (what I've learned and my experiences) into my business, the way I do business is changed and the way my brand shows up for my clients is transformed.

I can speak to people that value what I believe, people that understand that our stories and experiences matter, even more as women of color.. It brought my brand to life, giving it the heart that it was missing. I can connect with my ideal clients in a much deeper way.

Now it's your turn. What are the core values that are driving you and your business?

If you want to get started, you can download this freebie that will help you narrow down your core values and intentionally decide how you can integrate them into your brand and business.