I’m a copywriter too and often in order to find a client’s tone of voice, I need to backtrack to what the brand personality looks like – which of course stems from the values, so having a few tools up my sleeve to coax the values out is really helpful.

Like you mentioned it becomes a bit less clear when the business is bigger, where you draw the line between personal values and brand values in that case? I would suggest it comes down to the target client /customer and what their belief systems might be. It would be good to hear more about that aspect.