Defining your brand is the first step to develop your branding strategy. Your brand definition can serve as your measuring stick in evaluating any and all marketing materials and strategies. You need to ask the following key questions to help define your brand:
Rule of Thumb Consider your target audience when answering each question.
By answering these questions, you can begin to create a personality or character for your brand that represents your products or services. What is the character like? What qualities stand out? Is the personality of your brand innovative, creative, energetic, or sophisticated?
Using this personality, you can then begin to build a relationship with your target market. How does that personality react to a target audience? What characteristics stand out? Which characteristics and qualities get the attention of your prospects? ...