What do you want your business to stand for?
This question matters more than where your store is or what brands you carry. Because before you make logistical decisions—like your name, your layout, your marketing—you need a foundation. And that foundation is built from your values.
Another way to say this: business is marketing. Not just the ads and social media—but the real work of exploring, creating, and delivering value. And that value starts with you. Your beliefs. Your standards. Your way of doing things.
In the early stages, your personal values are the business values. They shape how you help customers, train your team, choose your products, and respond to problems. Over time, they become your store’s personality and culture. And eventually, they become your brand.
“Customers don’t just buy your products. They buy the way you see the world.”
People often think of a brand as a logo, a color palette, or a clever name. But your real brand is how people feel when they walk into your store—and when they leave. It’s the tone of your voice, the kindness in your service, the way you solve problems. That’s what they remember. That’s what brings them back.
“Your brand isn’t your logo. It’s how people feel when they shop with you.”
Values Come First—Even Before Vision
You might not have a polished mission statement yet. That’s okay. But the way you show up will speak louder than any slogan.
Here’s an honest story from the founder of this course:
A Real Story from the Start
When COVID hit in March 2020, every single customer who walked into the store asked the same question: “Will you stay open?” It was clear the store wasn’t just a retail space—it was part of people’s routine, their community, and their sense of security.
The truth? There wasn’t a big, fancy vision at that point. The team wanted to help pet owners every day—better than anyone else could. That was it. But the values underneath made the business what it was: Do it 110% or don’t do it at all. Want the best for your customers the way you want it for yourself. Keep things organized. Help with heart. Stay curious. Keep going.
Those values kept the store open. And they shaped the vision—long before the vision was written down.
So What Are Your Values?
Some people build around sustainability. Some around education. Others around great design, a sense of calm, or a sense of play. Some want their store to feel like a wellness clinic. Others want it to feel like a funky boutique. Some want to make premium accessible. Others want to keep things truly exclusive.
There’s no right answer. But there needs to be an answer—something you can come back to when things get hard, or confusing, or complicated. Your values help you decide what to say yes to. And just as importantly, what to say no to.
And don’t be surprised if your vision evolves. In fact, it probably will. But the values are what guide the evolution. They are the through-line.
Want to Try This?
- Write down 3 things you believe in strongly—about people, work, or life.
- Now write down how each one could shape your business decisions.
- Would your future team be able to name these values just by watching you?
Key Points to Remember
- Your personal values become your business values—especially early on
- Business is marketing, and marketing is delivering value—your values
- Vision can (and will) evolve, but values anchor your decisions
- Your values show up in what you tolerate, how you train, how you serve
- Think about what kind of world you want your store to help build