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