Ep. 23 Brand Values for Online Service Providers: Go Beyond the Buzzwords and Build Real Trust

If you’ve ever written “kindness” or “authenticity” under your brand values and called it a day… you’re not alone.

Most online business owners choose values based on what sounds nice, what’s trending, or what they think they “should” have. I’ve been there too. But here’s the truth: brand values aren’t just a branding exercise to check off the list. They are the backbone of your business — guiding your client experience, your operations, your team culture, your messaging, and even your offers.

When they’re clear and actually lived out, brand values become the lens for every single decision you make. When they’re vague or ignored, that’s when things start to feel off: clients who aren’t a fit, tension on your team, cookie-cutter marketing, and a brand that just doesn’t click.

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What Are Brand Values (Really)?

Brand values are the core beliefs and principles that guide how your business operates both internally (with your team) and externally (with your clients and audience). Think of them as your business’s moral compass.

They’re not about the services you offer (“strategic website design”) but the way you do business (“proactive communication and steadfast support”). And they’re not meant to be vague or purely aspirational. They should be specific, authentic, and easy to point to in action.

For example, a designer who values collaboration might build extra client feedback rounds into their process. A strategist who values simplicity might recommend fewer website pages for clarity and focus. And a coach who values accessibility might use inclusive language, transparent pricing, and accessible design in all materials.

When your values are this clear, you can use them as decision-making filters for everything from what content you post to who you hire.

Why Brand Values Build Trust

You’ve heard the phrase “people don’t buy what you do, they buy why you do it.” Or my personal take: people don’t just buy what you sell, they buy what you stand for.

Your values humanize your brand in an overcrowded online space. They make potential clients feel seen, safe, and aligned… which matters when they’re considering spending thousands with someone they’ve only met online.

But for that to happen, your values need to be visible in how you actually do business. They can’t just live on a hidden page of your website. They also need to be genuine, meaning they’re chosen because they truly reflect how you operate, not because they sound good in a marketing statement.

If you say you value accessibility but your website design isn’t accessible, that disconnect will erode trust instantly. On the other hand, when your actions match your stated values, you strengthen the trust your audience has in you.

How I Live Out My Own Brand Values

At Specht & Co., one of our core values is Proactive Communication. Every client receives regular check-ins during their project so they’re never left wondering about progress. If I think of something that might benefit them, I reach out right away rather than waiting for our next scheduled call.

Another is Authentic Connection. We take the time to truly understand our clients’ goals, audience, and competitors. That means in-depth research, thoughtful conversations, and intentional strategy work — not just designing what a client asks for without exploring the “why” behind it.

We also prioritize Steadfast Support. Clients know we’ll stick with them until they feel confident in the outcome, whether that means extra design revisions, additional calls, or real-time collaboration during a Zoom session.

Finally, there’s Education & Empowerment. Every client gets the tools and training to confidently use their new brand and website, plus access to ongoing support inside The Six Figure Brand Society.

By defining what each value means in action, I remove any guesswork. Clients know exactly what to expect, and my team knows exactly how to deliver.

How to Identify Your Own Brand Values

If you’re struggling to define yours, start by reflecting on what you’re unwilling to compromise on in your business. That could be a boundary around work hours, the types of clients you work with, or how you communicate during projects.

Look at the compliments you hear most often from clients. Those patterns can reveal strengths worth naming as values. Pay attention to what parts of your process feel natural and energizing versus what feels forced. And think about the parts of your business you’re most proud to share with potential clients, because those moments often highlight what you value most.

You can also review past testimonials and client feedback, look for patterns in your best and worst client experiences, and note the qualities you want your business to be known for beyond the services you offer.

💡 Pro Tip: My Stand Out Brand Foundations Workbook includes a comprehensive Brand Values Bank to help you move beyond overused buzzwords and create values that truly fit your business.

How to Use Your Brand Values

Once you’ve defined your values, they should become tools you actively use, not just words on your About page.

They can guide your marketing so your content always reflects your principles. They can shape your client experience, ensuring your onboarding and offboarding processes align with what you say you stand for. They can also help you make better business decisions, from choosing collaborations to refining offers.

For example, if one of your values is simplicity, that might mean streamlining your offers, reducing the number of steps in your client process, or turning down partnerships that would overcomplicate your workload.

And when hiring, your values become a benchmark for finding people who share (or at least respect) the same standards, so your client experience stays consistent no matter who’s delivering it.

Beyond the Buzzwords

Defining your brand values is not about coming up with a nice-sounding list for your website. It’s about creating a compass for your business. One that helps you deliver a consistent, trustworthy experience for your clients and team.

When your values are authentic, specific, and lived out daily, you’ll naturally attract aligned clients, build trust faster, and stand out in your industry.

So take the time to go deeper. Name your values. Define what they look like in action. And let them guide how you show up in every part of your business.

🔗 Links & Resources Mentioned In The Episode:

➡️ Follow me on Instagram @spechtand.co
➡️ Grab The Stand Out Brand Foundations Workbook
➡️ Book Your Stand Out Brand Strategy Session (use code SFBPOD for $100 off)

🎧 Listen to episode 23 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube