Your brand isn’t just about visuals or clever marketing—it’s a reflection of who you are and what you stand for. When your business aligns with your personal values, it feels authentic, builds stronger connections with your clients, and brings more meaning to your work. But figuring out how to weave your values into your brand can feel overwhelming. Let’s explore how you can create a brand that not only looks great but also resonates with the things that matter most to you.

Praise Santos McKenna is the founder of the branding studio ComePlum where she photographs female entrepreneurs and coaches them to scale their businesses for social impact. Her photos have been featured in Vogue and Forbes and she has taught workshops for the Golden State Warriors Dance Team and Shopify. Her project Ethical Weddings won a 20 On The Rise award by the 70,000+ member Rising Tide Society. When not working, you can find her with her husband Barry and their dog Bubbles sniffing out the best pastries in San Francisco. 

Building a Brand That Reflects Your Values

Creating a brand that aligns with who you are, both as a person and a business owner, can feel overwhelming. But when your business reflects your values, it becomes more authentic, impactful, and fulfilling. Let’s break down how you can align your brand with your core beliefs and make a meaningful connection with your clients.

Knowing Your Values Is the First Step

Your brand starts with your values. What matters most to you? Maybe it’s authenticity, community, creativity, or sustainability. For Praise Santos McKenna, the founder of branding studio Come Plum, her guiding values are inspiration, resource, and confidence. These values help her empower small business owners to embrace their dreams. Identifying your core values will guide the decisions you make and ensure your business feels authentic.

Share Stories That Connect

Your stories can help you build a deeper connection with your audience. Praise emphasizes sharing stories you’ve processed and learned from—those that can inspire and comfort others. Vulnerability, when shared thoughtfully, creates trust and allows your clients to feel seen and understood. It’s not about oversharing but about showing the heart behind your work.

Let Your Values Shape Your Actions

Infusing your values into your brand doesn’t mean you need to share everything about your personal life. It’s about being intentional with how much and what you share. For example, photographers might showcase their values by featuring personal moments that resonate with their ideal clients. Or, they might focus on initiatives—like sustainable practices—that align with their beliefs.

Find Your Passion Project

One of the most exciting ways to express your brand’s values is through a passion project. Start by asking yourself: What energizes me? What breaks my heart? For Praise, her passion for sustainability led to her project, Ethical Weddings, which focuses on creating environmentally conscious weddings. Find what lights you up and explore how it can fit into your brand.

Small Steps, Big Impact

You don’t have to overhaul your entire business to align it with your values. Small, intentional changes—like using compostable packaging or supporting local businesses—can have a big impact. These choices not only reflect your values but also show clients that you’re intentional and aligned with what you stand for.

Let Your Clients Know What You Stand For

Clients need to know your values to connect with them. Incorporate your beliefs into every part of your brand: mention them on discovery calls, highlight them on your website, and showcase them on social media. The clearer you are about what you stand for, the more you’ll attract the right clients who align with your vision.

Stay True to Your Brand as You Grow

As your business expands, you might worry about losing your personal touch. The key to staying consistent is a clear brand guide that defines your mission, values, and voice. Hire team members who share these values to ensure your brand remains cohesive, no matter how much you grow.

Start With Strategy Before Design

A strong brand is built on strategy, not just aesthetics. Before diving into a logo or website design, clarify your mission, vision, and audience. When your brand strategy is clear, your design will naturally follow, supporting your values and helping you reach your ideal clients.

Align Your Business With Your Purpose

When your brand aligns with your personal values, it’s easier to attract the right clients, create meaningful connections, and build a business you love. Whether it’s through small gestures or bold initiatives, aligning your values with your work makes your business more genuine and fulfilling. Take the time to reflect, refine, and build a brand that resonates with who you are.

Sustainable Photography

155. How to Build a Brand That Aligns with Your Values with Praise Santos Mckenna

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