Content DNA brand values: the long list

The relentlessly helpful blog

16 April 2020

Content DNA brand values

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.

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John Espirian

I’m the relentlessly helpful®️ LinkedIn nerd and author of Content DNA

I teach business owners how to be noticed, remembered and preferred.

Espresso+ is a safe space to learn how to ethically promote your business online and get better results on LinkedIn.

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