Content DNA brand values: the long list.

Content DNA brand values
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Chapter 9’s long list of brand values.

My book, Content DNA, includes advice for business owners on defining the “shape” of their brand.

One of the exercises in chapter 9 is “The X Factor word list method”. If you’ve read the book, you’ll know that didn’t want to stuff a dirty long list in there, so I’ve put it here instead.

Print-friendly list

  • Acceptance
  • Accessibility
  • Accomplishment
  • Accountability
  • Accuracy
  • Achievement
  • Activity
  • Adaptability
  • Adventure
  • Affection
  • Aggressiveness
  • Agility
  • Alertness
  • Altruism
  • Ambition
  • Amusement
  • Anti-bureaucratic
  • Anti-corporate
  • Anticipation
  • Appreciation
  • Approachability
  • Assertiveness
  • Attention to detail
  • Attentiveness
  • Availability
  • Awareness
  • Balance
  • Beauty
  • Belonging
  • Best
  • Boldness
  • Bravery
  • Brilliant
  • Calm
  • Candour
  • Capability
  • Careful
  • Caring
  • Certainty
  • Challenge
  • Change
  • Character
  • Charity
  • Cheerful
  • Citizenship
  • Cleanliness
  • Clear
  • Clever
  • Collaboration
  • Comfort
  • Commitment
  • Common sense
  • Communication
  • Community
  • Compassion
  • Competence
  • Competition
  • Competitive
  • Completion
  • Composure
  • Comprehensive
  • Concentration
  • Concern
  • Confidence
  • Confidentiality
  • Conformity
  • Connection
  • Consciousness
  • Consistency
  • Content
  • Contentment
  • Continuity
  • Continuous improvement
  • Contribution
  • Control
  • Conviction
  • Cooperation
  • Coordination
  • Cordiality
  • Correct
  • Courage
  • Courtesy
  • Craftiness
  • Craftsmanship
  • Creation
  • Creativity
  • Credibility
  • Cunning
  • Curiosity
  • Daring
  • Decency
  • Decisiveness
  • Dedication
  • Delight
  • Democratic
  • Dependability
  • Depth
  • Determination
  • Development
  • Devotion
  • Devout
  • Different
  • Dignity
  • Diligence
  • Directness
  • Discipline
  • Discovery
  • Discretion
  • Diversity
  • Dominance
  • Down-to-earth
  • Dreaming
  • Drive
  • Duty
  • Eagerness
  • Ease of use
  • Economy
  • Education
  • Effective
  • Efficient
  • Elegance
  • Empathy
  • Employees
  • Empower
  • Encouragement
  • Endurance
  • Energy
  • Engagement
  • Enjoyment
  • Entertainment
  • Enthusiasm
  • Entrepreneurship
  • Environment
  • Equality
  • Ethical
  • Excellence
  • Excitement
  • Experience
  • Expertise
  • Exploration
  • Expressive
  • Exuberant
  • Fairness
  • Faithfulness
  • Family
  • Famous
  • Fashion
  • Fast
  • Fearless
  • Ferocious
  • Fidelity
  • Fierce
  • Firm
  • Fitness
  • Flair
  • Flexibility
  • Fluency
  • Focus
  • Foresight
  • Formal
  • Fortitude
  • Freedom
  • Fresh
  • Friendly
  • Frugality
  • Fun
  • Generosity
  • Genius
  • Giving
  • Global
  • Goodwill
  • Gratitude
  • Greatness
  • Growth
  • Guidance
  • Happiness
  • Hard work
  • Harmony
  • Health
  • Heart
  • Helpful
  • Heroism
  • History
  • Holiness
  • Honesty
  • Honour
  • Hopeful
  • Hospitality
  • Humility
  • Humour
  • Hygiene
  • Imagination
  • Impact
  • Impartial
  • Improvement
  • Independence
  • Individuality
  • Informal
  • Inquisitive
  • Inspiration
  • Integrity
  • Intelligence
  • Intensity
  • International
  • Intuitive
  • Inventive
  • Investing
  • Inviting
  • Irreverent
  • Joy
  • Justice
  • Kindness
  • Knowledge
  • Leadership
  • Learning
  • Legal
  • Level-headed
  • Liberty
  • Listening
  • Lively
  • Local
  • Logic
  • Longevity
  • Love
  • Loyalty
  • Mastery
  • Maturity
  • Meaning
  • Meekness
  • Mellow
  • Members
  • Merit
  • Meticulous
  • Mindful
  • Moderation
  • Modesty
  • Motivation
  • Mystery
  • Neatness
  • Nerve
  • Obedience
  • Open-minded
  • Optimism
  • Order
  • Organisation
  • Originality
  • Outrageous
  • Partnership
  • Passion
  • Patience
  • Patient-focused
  • Patriotism
  • Peace
  • People
  • Perceptive
  • Perfection
  • Performance
  • Perseverance
  • Persistence
  • Personal development
  • Persuasive
  • Philanthropy
  • Playfulness
  • Pleasantness
  • Poise
  • Polish
  • Popularity
  • Positive
  • Potency
  • Potential
  • Powerful
  • Practical
  • Pragmatic
  • Precision
  • Prepared
  • Preservation
  • Pride
  • Privacy
  • Proactive
  • Productivity
  • Profane
  • Professionalism
  • Profitability
  • Progress
  • Prosperity
  • Prudence
  • Punctuality
  • Purity
  • Quality
  • Rational
  • Realistic
  • Reason
  • Recognition
  • Recreation
  • Refined
  • Reflection
  • Relationships
  • Relaxation
  • Reliability
  • Resilience
  • Resolute
  • Resolve
  • Resourcefulness
  • Respect
  • Responsibility
  • Responsiveness
  • Rest
  • Restraint
  • Results
  • Reverence
  • Rigour
  • Risk
  • Rule of law
  • Sacrifice
  • Safety
  • Sanitary
  • Satisfaction
  • Security
  • Self-awareness
  • Self-control
  • Self-directed
  • Self-motivation
  • Self-reliance
  • Selfless
  • Sense of humour
  • Sensitivity
  • Serenity
  • Serious
  • Service
  • Shared prosperity
  • Sharing
  • Shrewd
  • Significance
  • Silence
  • Silliness
  • Simplicity
  • Sincerity
  • Skilfulness
  • Smart
  • Solitude
  • Speed
  • Spirituality
  • Spontaneous
  • Stability
  • Standardisation
  • Status
  • Stealth
  • Stewardship
  • Strength
  • Structure
  • Success
  • Support
  • Surprise
  • Sustainability
  • Sympathy
  • Synergy
  • Systemisation
  • Talent
  • Teamwork
  • Temperance
  • Thankful
  • Thorough
  • Thoughtful
  • Timeliness
  • Tolerance
  • Toughness
  • Traditional
  • Training
  • Tranquillity
  • Transparency
  • Trust
  • Truth
  • Understanding
  • Unflappable
  • Uniqueness
  • Unity
  • Universal
  • Useful
  • Utility
  • Valour
  • Value
  • Variety
  • Victorious
  • Vigour
  • Virtue
  • Vision
  • Vital
  • Vitality
  • Warmth
  • Watchfulness
  • Wealth
  • Welcoming
  • Wilfulness
  • Winning
  • Wisdom
  • Wonder
  • Work/life balance
  • Worldwide

Print-friendly list

If you haven’t read the book yet, well … you’ll have to.

Learn more about Content DNA

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