This can be one of the hardest questions a business owner can be asked and is always one of the first questions I ask my clients. Before a brand can be developed, it is critical that you decide what it stands for, then make sure that there is a sufficient audience that cares. A lot of people confuse this question for what your company does, which can be explained in what you do and for who, but what your company stands for is more of a why? Its a huge questions and should not be take lightly. This process may result in more than one answer or brand values, and this will be one of the most important differentiating factors of your brand.
One thing I recommend is to look internally, ask yourself or your team what they are passionate about, evaluate if this is marketable to your audience and implement it in whatever way possible. Another tip I must impress upon you is to always stick to your guns when it looks like something your business stands for might temporarily hurt business. This will show that you are genuinely passionate about your brand values. Chipotle had to stop serving one of its ingredients until they were able to find a replacement source that met its quality standards and its audience appreciated this even though it was an inconvenience. If you commit to a certain percent of your profit going towards a donation, make sure that even on your worst month that you stand by your promise.