Integrating Core Values into Brand Identity – A Q&A with Katie Smetherman Holmes
- Brainz Magazine
- Apr 28, 2025
- 4 min read
When it comes to building a magnetic brand, few understand the art of blending heart with strategy like Katie Smetherman Holmes. As a brand strategist and creative powerhouse, Katie helps entrepreneurs align their business presence with their deepest values, creating brand identities that not only look good but feel good too.
We sat down with Katie to talk about what it really means to build a value-driven brand, how core values influence everything from visuals to voice, and how entrepreneurs can bring authenticity to the forefront of their branding.
Let’s start with the basics. What does it actually mean to integrate core values into a brand identity?
Core values are your brand’s North Star; they guide everything from the way you speak to your audience to the decisions you make behind the scenes. At its core, integrating values into your brand identity means integrating the principles that matter most to you into every touchpoint of your business. That includes your visuals, messaging, tone of voice, customer experience, and even how you show up on social media. Your brand shouldn’t just say what you do, it should reflect who you are and what you stand for. When your values are clear and consistently communicated, they act like a magnet for the people who believe what you believe. You’re not just selling a product or service, you’re building real trust and long-term loyalty.
How do core values influence things like design or messaging?
Actually, more than people realize! For example, if one of your core values is transparency, your design might lean toward clean, minimal visuals with open layouts. Your messaging would feel honest and approachable, think plain language over industry jargon. Or, if your brand is rooted in community, your visuals might feel warm, inclusive, and people-focused, and your messaging would highlight collaboration and togetherness. It’s about expressing your values in a way that is not just said, but felt.
What’s one of the most powerful outcomes you’ve seen when a business aligns its brand with its values?
The clarity and confidence it gives them. When a brand is rooted in core values, decision-making gets easier. You know what to say yes to, what to say no to, and how to communicate your worth. I’ve had clients completely transform from second-guessing their message to boldly standing behind their offers, just because they finally saw how their values shaped their brand story. That shift ripples out to how they show up, how clients connect with them, and even how they price and package their services.
For someone starting out, how do you recommend they uncover their brand values?
I think you should start with you. Ask yourself what drives you to do what you do. What matters the most to you, not just in business, but in life? Think about the moments in your work that felt most aligned or fulfilling. What values were present in those moments? You can also consider what kind of culture or experience you want your clients or customers to have. Write it all down. Narrow it down to 3-5 core values that feel true, timeless, and totally you.
What’s a common mistake people make when trying to communicate their values through branding?
I think that would be trying to copy what’s trendy instead of owning what’s true. It’s easy to fall into the trap of creating a brand that looks “cool” or “high-end”, but if it doesn’t align with your real values, it won’t connect. Authenticity always wins. People can sense when something is off, even if they can’t quite name it. A brand that’s rooted in truth builds trust, and trust is what builds lasting businesses.
How do you help clients uncover their core values if they’re not sure what they are yet?
Great question! A lot of entrepreneurs come to me knowing what they don’t want, but they haven’t put language to what they do stand for. I walk them through exercises that explore their mission, their “why”, and even their personal stories. We dig into moments they’ve been most proud of, or decisions that felt right. Your values are already a part of you; we just need to bring them to the surface. Once we identify them, everything else starts to click.
What advice would you give to business owners trying to stay true to their values as they grow?
Growth can sometimes challenge your values, so it’s key to build them into your brand’s foundation from day one. That means hiring people who share your vision, working with clients who align with your principles, and checking in regularly to make sure your messaging still reflects what you believe in. When your core values drive your decisions, not just your marketing, your brand becomes a magnet for the right people. And that kind of alignment is invaluable.
Any final advice for entrepreneurs looking to create a values-based brand?
Don’t be afraid to get personal. Your values are what set you apart in a saturated market. Let your brand reflect your beliefs, your story, and your mission. That’s where the magic happens. People want to connect with brands that feel real. When you lead with your values, you lead with your heart, and that’s always a powerful place to build from.
Katie Smetherman Holmes is changing the way entrepreneurs think about branding by helping them lead with purpose and heart. Her value-driven approach proves that when you integrate your core values into your brand identity, you’re not just creating a business, you’re building a legacy.
Want to learn more about Katie and how she helps business owners bring their brands to life? Visit here.
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