Brand Discovery: How We Determine Our Brand

We’ve touched on the fact that just coming up with a great business idea is worlds short of figuring out what your brand will be. Determining what your brand will encompass and mean to you and your audience can be determined by taking the time to analyze a few basic questions.


As you might assume, “basic” in this sense does not necessarily mean “simple.” Still, if you’re on that ledge where branding meets business strategies and aren’t quite sure where to start, mull these questions over and you may find yourself headed in the right direction sooner than you think.

What are your goals? If you can’t clearly express your goals for the business, you’re already sinking. These goals need to be deeper than “to make money” or “to be the best business in my industry.”

What is your mission? This is a multi-level item. Is your mission to please as many customers as possible? Is it to re-define certain aspects of your industry and, if so, how will you do it? You mission needs to be clear and easily translated to your audience.

What is it that you would like to do for the rest of your life? If you’re starting your own business, a lot of your brand’s identity is going to be based on the level of passion and excitement you have for the business. Therefore, it’s important that whatever you decide to pursue, it should be something that you can see yourself doing for the rest of your life.

In terms of what you plan to do and whom you plan to serve, what might your tentative mission or vision statement be? It’s a great idea to have a mission statement in place before you get too deep into the process. Your mission statement is essentially the summary of your brand. Make sure it’s one that you agree with 100% because it will define your brand for the entirety of its life; changing your mission or mission statement can lead to band confusion—and that is something you don’t want to ever happen.

If your brand follows this formula, you’re in good shape and your brand is likely going to be a proper representation of your business. What are some other things you believe can help better shape and define your brand?

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