As a coach, do you know exactly what core values your business is founded on? If you don't, then you're missing out on a key ingredient that builds your customers' trust AND motivates both you and everyone associated not just with your business, but your online courses too.
In this post, I've put together a list of common words used in coaching company core values, as well as a big list of value words to help with your own brainstorming.
If you scroll down to the very end of the post, you'll find the link to download one big list to save to your computer, print out, and use for your own reference.
There are also links further down to a couple of our brandable, ready-to-teach white label courses that will help with both discovering your personal ‘why' and defining your coaching core business values, so look out for those.
What are Business Core Values for Coaches?
Your business's core values are the principles that guide all your decisions and behaviors in your coaching practice. For example, if Traditional is one of your core values it shows you have respect for established practices. If your core values include Modern or Contemporary , you are showing you like to think out of the box.
When your ideal customers see your core values in play, they will identify with you, or be repelled. This is exactly what you want. If you have someone who is a stickler for tradition and loves traditional things, then your contemporary coaching practice isn't going to feel right for them. They're not going to be a fit for your business, and this increases the risk of refunds, unhappy clients, and a lot of admin work when you should be focusing on your clients.
Thanks to this example, you may be wondering where you will show your values in your coaching business. The next section will help you out.
Where Do You Use Your Core Value Words?
Once you have a list of your core value words, you will use them in your branding, marketing activities, and promotional materials. They'll be used in constructing your brand, writing copy for your website, in your ads, and on social media. Anywhere you share content, your values will be factored in. In fact, you'll love how easy the tough decisions become when you understand and internalize your core values.
Core Value Words & Your Brand
As you can see, core value words are a key part of your brand. They show what you and your company stand for. But are business core values the same as your personal values or your big ‘why' in life?
Not necessarily. Though if you're a solo entrepreneur or very small business, it's likely that your personal values match up to your business ones.
In a previous article, I shared some brainstorming questions you can use when identifying core business values, either for yourself or with your customers. So if you're not sure how it works, be sure to take a look at that article and the infographic in it.
However, sometimes you need a few extra examples to really fire up your creative muscles. I'll get to those in a minute.
Core Value Words & Your Team
When it comes to creating content, your core value words are an integral part of everything you publish. When you hire a copywriter, you'll be looking for someone with similar values. Say, for example, Caring is one of your core value words. You then find an amazing copywriter that writes drool-worthy words. You book a discovery call with them... And on the call you watch them be rude to their partner, shout rude things to their neighbor out of the window and be abrupt with you. Do they come across as caring? Heck no! Do you hire them? That's a resounding no...
Once you've found a copywriter with values aligned with yours, you can let them loose with creating your content. Aside from a little tweak here and there, you'll find they get you. They can create what you need, and they need less supervision. Your content resonates with your audience and hits the mark!
Core Value Words in Your Copy
Ever heard the phrase "If you don't stand for something then you stand for nothing"? Core value words play a tremendous part in your copy. Whether it's your website or your social updates, your words reflect your values. What you say, or don't say, reflect who you are and who you help.
So it's of vital importance that you use your words so they show the world who you are. This in turn attracts like-minded individuals and organizations. You'll find people are drawn to you more - they know who you are - and you'll start to build your audience faster.
Core Value Words in Your Visuals
Visual content and graphics are often overlooked when it comes to values. Unfortunately, this creates a brand disconnect. When you include your values in your visuals, you'll find it easier to build rapport. Here at Content Sparks, one of our core values is diversity. You'll see this reflected in our language and visuals across the site.
A more obvious example is the image below:
Rebellious coach? That would be the person on the right with the pink background. Heart-centered entrepreneur? That would be the person on the left with the tangerine background.
When you use your core words to create your visuals, you'll find you stop more of your ideal clients scrolling by on social media. They can instantly interpret who you are and what you stand for at a glance!
Create Your Core Values List
Earlier in this article, I mentioned you need a list of core value words, so that you can start using them to build your coaching brand. From the list of 50 words below, select 20 that you identify with.
Then take a look at the bigger list and select 10 from each column. You'll now have 40 core value words. You can then try these words out by using them in some content and seeing which ones feel comfortable for you, which ones you will grow into, and which ones you will never ever use to define your business.
If you scroll to the end of the post, you'll find you can grab a copy of these words. And you can also look at our white label course on turning your values into profit. Because once you start working with values, you'll love how they transform your business, and you'll want to teach this to your clients. In fact, it can become a whole new revenue stream for you!
How Often Should You Define Your Core Values?
When you're branding or rebranding your business, that's a good time to refresh your values and see where you've grown. You might find you add in new words. Often when rebranding, you find that you add words rather than subtract them.
Major life events also indicate a need for reassessing your values. Births, death, and divorce can trigger the desire for rebranding because you've outgrown your old values and you feel a pull towards something different. This can feel uncomfortable, at times.
50 Examples of Core Value Words
Big List of Core Value Words
Variations of this list show up in a number of places around the ‘net and can be useful during your brainstorming as you identify your core values.
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Want to learn more and help others?
First, make sure that you and your audience are clear on your big ‘why'. That's what drives you, personally, in all your decisions in your life AND in business.
You can learn more and use our ready-to-teach, white label course to guide others through the process here:
Know Your ‘Why'
Teach Yourself. Then teach your audience.
Next, check out our brandable, done-for-you course on how to identify the core values for your business:
From Values to Profit
Teach Yourself. Then teach your audience.
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