9 Steps to Developing a Brand Identity

Brand Edge Consulting | Simple Start | May 2018

Brand Identity

In order to market anything – a product, a person, an organization or an idea – you first need to define your brand. Once you define your brand you’ll be able to create a foundation for all your marketing efforts and strategies. Your brand definition serves as your measuring stick when evaluating any, and all, marketing materials and strategies. To begin the process you’ll need to answer (honestly and thoughtfully) the questions I’ve listed below.

Let’s Get Started!

  1. What products and/or services do you offer? What are the qualities of the services and/or products offered?  Be sure to be as specific as possible.
  2. What are the core values 0f your products and services? What are the core values of your company?  When thinking about values, think about what’s “important” to you and your audience.
  3. What is the mission of your company? This is often a question of ethics and standards.
  4. What does your company specialize in? Meaning, what is your niche?
  5. Who is your target market audience? Identify those attracted to your products and services.
  6. What is the tagline of your company? What kind of message is your tagline sending to your prospects? Keep your tagline “very” short.
  7. Once you’ve answered the first six questions, create a personality for your company that clearly represents your products or services. Ask, what qualities set you apart from the competition? Is the personality of your company innovative, traditional, hands-on, creative, energetic or sophisticated?
  8. Now that you’ve created a personality (i.e., an identity) it’s time to build a relationship with your target market as defined in Step 5. How does your personality react to your target market audience? What characteristics stand out to your audience? Which characteristics and qualities get the attention of potential prospects?
  9. Lastly, review the answers to the questions above and create a profile for your brand. Describe the personality choosing words you’d use when writing your biography. Be creative.


  1. Focus like a laser on your target audience when answering each question because it’s all about reaching the right people.
  2. Keep track of this exercise in a notebook specifically geared to the Brand Development of your company.
  3. Above all, be honest when answering these questions or you’ll miss the opportunity of identifying what makes your company unique.