Develop Your Brand Identity

What motivates you?

A couple weeks ago we looked at the difference between branding and marketing. Click here to read that post. Basically, your brand is your identity as a company – your core values and the reputation you (the company) have in the world. While you can’t control how others perceive your business, you can consciously develop your brand identity and culture and make a positive impression.


Your core values define your brand identity.To start, identify your motivations and values.

  • Why did you start your business?
  • Why do you want to help your target customers?
  • What makes you unique?
  • What do you want people to say about your company?
  • How do you want people to feel when they think about your company?

The answers to these questions define why you do what you do and what you value as a business – they are the foundation you need to develop your brand identity.


Your company personality determines how you interact with people.The next step is to define your company’s personality.

  • Do you want to be casual or formal with customers?
  • Chummy or polite?
  • Humorous or serious?
  • Stylish or classic?
  • Premium or a good deal?

Strike a balance that you are comfortable with because you need to be consistent. If you choose to take a chummy tone, are you willing to chitchat with a client for 30 minutes after you’ve concluded your business?


Clarifying your company’s values and personality is part of developing a strong brand. Next time we’ll look at how company culture impacts your brand. Stay tuned!

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