How To Define Your Brand By Julie Gwinn-LDP Multi-Media

This is the first step in the process of developing your brand strategy. By defining what your

brand is you create the foundation for all other components to build on. Your brand definition

will serve as your measuring stick in evaluating any and all marketing materials and strategies.

You will begin this process by answering the questions below.

1. What products and/or services do you offer? Define the qualities of these services and/or


2. What are the core values of your products and services? What are the core values of your


3. What is the mission of your company?

4. What does your company specialize in?

5. Who is your target market? Who do your products and services attract?

6. What is the tagline of your company? What message does your tagline send to your


7. Using the information from the previous steps create a personality or character for your

company that represents your products or services. What is the character like? What

qualities stand out? Is the personality of your company innovative, creative, energetic, or


8. Use the personality that you created in the previous step and build a relationship with

your target market that you defined in Step 5. How does that personality react to target

audience? What characteristics stand out? Which characteristics and qualities get the

attention of your prospects.

9. Review the answers to the questions above and create a profile of your brand. Describe

the personality or character with words just as if you were writing a biography or

personal ad. Be creative.

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