Brand Values
Having a clear idea of what your business values are is very important for all marketing activities, including the visual part.
For example, a greengrocer might have as its core values:
sustainability
enhancement of the territory
seasonality of products
What are your values? Write them down in black doctor data and white, they help you to always have a clear communication style and what distinguishes you from your competitors (i.e. the competition). Not only that: you will have to try to express your values also visually, in the choice of colors and fonts.
Tip: For a local business or small personal brand like a dentist or lawyer, your company values are actually your values.