We conducted a national survey of 297 family business owners-managers to explore their perceptions about their firms' core identity. The sample was representative of French family firms in terms of size and economic sectors distribution. We interrogated 206 first-generation, 60 second-generation, 21 third-generation, 7 fourth-generation, and 3 fifth-generation family business leaders and we asked them to cite three key words that were best describing their venture's distinctiveness. 789 key words were collected of which only 5 were not value-related. We categorized them according to the ten universal values conceptualized by Schwartz (1992) and we did network data analysis to explore relations among the values. Benevolence was the most cited value to characterize French family firms, this value being one of the main features of responsible entrepreneurship.