What is a Brand?

Your brand is not just your logo. While a logo is one component, your brand is much deeper—it’s your business’s personality. It’s what sets you apart from competitors. Think of it this way: people tend to connect with others they resonate with. The same principle applies to brands.

Consider the last product you purchased. Why did you choose that specific company when you could’ve bought the same item elsewhere? If you feel like a brand “gets” you, you’re far more likely to purchase from them and even become a brand ambassador—someone who shares your enthusiasm with others. Referrals from passionate customers are more valuable than any ad campaign.

Key Brand Elements

A well-crafted brand includes the following:

• Visual Brand Identity
• Brand Voice and Personality
• Brand Values
• Brand Message

These elements form the foundation of all your communications—on your website, social media, advertising, and even in how you conduct business.

Creating a brand doesn’t have to be complicated or feel overly corporate. For small businesses, your brand often stems from your own personality. However, you still need to structure and plan it.

How to Build Your Brand

When developing your brand, start by answering these key questions:

1. How Are You Different?

This question might feel daunting, but every business has something unique to offer.

• Are your products handmade?
• Do you use sustainable materials?
• Can you offer highly competitive prices?

Identify these differences and place them at the heart of your brand. These distinctions will help your business stand out when potential customers are making purchase decisions.

2. Who is Your Ideal Customer?

Understanding your target audience is crucial.

• What can they afford?
• Where can you find them?
• Do they prioritize convenience, ethics, or something else?

Use tools like Facebook or Instagram analytics to learn about their demographics, interests, and behaviors. Pay attention to how your followers engage on social media and what other brands they follow. Don’t hesitate to ask questions—people love sharing about themselves!

3. What Problem Do You Solve?

While some purchases are purely aesthetic, most solve a specific problem.

• A necklace to complete an outfit for an event.
• Flowers delivered to uplift a friend’s mood.
• A sauce to transform a meal after a long day.

Even if it’s not obvious, every product or service addresses a need. Understanding this will help shape your brand’s core identity.

4. What Kind of Personality Does Your Brand Have?

Your brand’s personality is what people connect with. Just like individuals have unique personalities, so should your business.

Don’t be afraid to inject personality into your brand, even if it means not everyone will like it. A distinctive personality ensures that some people will love it, relate to it, and remember it—far better than being forgettable.

For example:

• John Lewis: Dependable and high-quality
• Red Bull: Edgy and energetic
• Under Armour: Serious and high-performance
• Lush: Creative, fun, and caring
• Oliver Bonas: “Work hard, play hard, and be kind”

5. How Do You Make Customers Feel?

Think about the emotions your business evokes in satisfied customers.

• Do you make them feel reassured?
• Happy?
• Inspired?
• Confident?

These feelings should guide every aspect of your brand, from your imagery to your messaging. Even visual elements like color and font choices should align with the emotions you want to convey.

Write It All Down

After answering these questions, you’ll have a clear picture of your brand’s core elements. Document them, focusing on:

• Visual Brand Identity
• Brand Voice and Personality
• Brand Values
• Brand Message

Create guidelines on how to communicate your brand across all platforms—whether it’s your website, social media, or customer interactions.