Do your audience know about your brand values?
Your values, and what you stand for, is something that will attract your ideal clients. What is important to you, will also be what is important to them. Potentially, it is this that will set you apart from the big guns, the reason people will choose to buy from you, even if it means paying a bit more, than buy from some faceless corporation.
Think about the businesses you shop local with. Why do you choose them?
Initially you need to define for yourself what is important to you with regards your culture and ethos, what it is like to be in your workplace for your employees, and how you work with your customers and suppliers. Once you have a clear idea on this you can start to communicate it.
Initially, make sure these brand values are available for people to see when they land on your social pages. You could put them in your bio and about us section. Then you could do a series of posts about what makes them important to you. The Body Shop are a fine example of how to share your brand values with your audience. Check out their brand values page here https://www.thebodyshop.com/en-gb/about-us/brand-values/a/a00006
Your brand values should shine through in every piece of marketing you do, think about the tone of your posts and letting your personality be seen. Testimonials are a great way to show the result of your brand values; comments about your customer service are perfect.
Sharing evidence of you standing by your brand values is another great way to showcase them. Maybe you have committed to ethical packaging, show it. Maybe you are making % profit donations to charity, prove it. Let people see this isn’t just a PR exercise, you are actually following through.
Hope this gives you something to think about.