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How your brand values can help you attract your dream clients

Are you struggling to attract your dream clients to your small business? The key to building a strong connection with your ideal clients lies in your brand values.

If you're a small business owner, you know how important it is to connect with your ideal clients. But how do you make that connection?

One of the most powerful tools at your disposal is your brand values. In this article, we'll explore why brand values are so important and how you can use them to attract your dream clients.

Woman writing in notebook, wearing green yoga gear, top-down view.

Why Brand Values matter

Before we dive into how to work out your brand values, let's talk about why they matter. Your brand values are the guiding principles that define your business. They help you make decisions, set goals, and communicate your message to your audience. When you're clear on your brand values, you're more likely to attract clients who share those values. And when you attract clients who share your values, you create a deeper connection that can lead to long-term relationships and loyalty.

Simon Sinek's TED Talk "How Great Leaders Inspire Action" is an inspiring discussion on the importance of brand values. He emphasises the significance of defining a company's "why" or purpose. According to Sinek, when a business is clear on its "why," it is more likely to attract like-minded customers who share the same beliefs. This approach can help businesses build more meaningful relationships with their customers and create a loyal following.

So, let's apply this to your business. Why did you start your business in the first place? What's your purpose? If you're a life coach, maybe your "why" is to help people live their best lives. If you're a yoga teacher, maybe your "why" is to help people find peace and balance in their lives. Whatever your "why" is, it's important to connect it to your brand values.

Working out your Brand Values

To define your brand values, it's important to start with your personal values. Your personal values are the guiding principles that shape your beliefs and behaviours. They are the foundation of who you are and what you stand for. By identifying your personal values, you can then align them with your business goals and create a brand that reflects your authentic self.

One way to identify your personal values is to take a free online test like This test will help you understand your top values and what they mean to you. Once you have a clear understanding of your personal values, you can then translate them into your brand values.

When defining your brand values, it's important to choose values that are meaningful to you and your business. Your values should represent what you stand for and what you want your business to represent. Keep in mind that your brand values will help you make important decisions and guide your interactions with customers and clients.

So take the time to really think about what values are important to you and your business. Write them down and refine them until you have a clear set of brand values that represent your business and your mission.



Brand values for a Life Coach:

As a life coach, your core values may include empowerment, authenticity, and growth. By emphasising these values in your messaging and branding efforts, you can attract clients who share similar beliefs and are looking for a coach who can help them achieve personal and professional growth.

Here are some examples of how you could communicate your core values:

  • Empowerment: Share success stories of previous clients who have transformed their lives through your coaching services. Use language that draws attention to your clients' agency and control over their own lives

  • Authenticity: Show vulnerability and share personal stories that illustrate your own journey toward growth and self-discovery. Use language that is genuine and transparent

  • Growth: Offer resources such as blog posts, podcasts, or webinars that focus on personal development and growth. Highlight your own commitment to lifelong learning and self-improvement

Brand Values for a Yoga Teacher:

A yoga teacher's core values may include mindfulness, community, and sustainability. By focusing on these values in your messaging and branding efforts, you can attract students who share similar beliefs and are looking for a yoga teacher who can help them achieve inner peace and balance. Here are some examples of how you can communicate your core values:

  • Mindfulness: Emphasise the mind-body connection in your classes and promote the benefits of mindfulness meditation. Use language that is calming and reflective

  • Community: Host community events such as workshops or retreats that bring students together and promote a sense of belonging. Use language that is inclusive and welcoming

  • Sustainability: Use eco-friendly and sustainable materials in your studio, and promote sustainable living practices in your messaging. Emphasise your commitment to preserving the environment

In both examples, the life coach and yoga teacher can use their core values to build trust with potential clients and create a connection that goes beyond just the services they offer.

By drawing attention to what they stand for and what's important to them, they can attract the right-fit clients and build long-lasting relationships that are based on shared values.

Sunshine through the leaves, gleaming off star-shaped lantern

So, what's next?

Now that you've identified your brand values, it's time to integrate them into every aspect of your business. Let them guide your decision-making, from the products or services you offer to the way you communicate with clients. Make sure your brand values shine through in your marketing materials, website, and social media presence.

Defining your brand values is a crucial step in building an authentic and successful brand that attracts your dream clients. Your brand values should be the guiding principles that influence every aspect of your business, from your messaging to your marketing strategies. When you align your brand values with your personal values and your "why," you create a powerful connection with your ideal clients that goes beyond a transactional relationship.

By taking the time to identify and live out your brand values, you can establish trust, credibility, and a loyal customer base that will support your business for years to come.

So, go ahead and take the first step by identifying your brand values using the instructions above. Let's build a brand that truly represents who you are and what you stand so that you can attract your dream clients and design the life you want to create! 🙌✨


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