Before starting to build your brand’s visual identity like logo design and color palettes, there’s a deeper foundation you need to focus on.

Value Proposition:
What makes your business unique? How do you stand out from every other business and competitor out there? Everyone has a unique story and set of experiences, so that’s a great starting point.

Mission & Vision Statement:
This is who you are and where you’re going. This shouldn’t be “we are determined to be the best” in whatever field. It should be more specific.

Target Audience:
Who do you really want to serve? If you want to grow your business, you can’t reach everyone. You gotta niche yourself to the people who you can best serve. Once you decide on your target audience, research the heck out of them! How do they get their information? What do they do for fun? What do they value? What do they struggle with? What other people do they follow? What keeps them up at night?

Voice:
What tonality do you use? Are you fun and peppy? Serious and sarcastic? Blunt yet professional? What tone of voice will resonate the most with your ideal target audience? Your tone of voice will affect how people interacting with your brand will feel.

Message:
This is pretty easy once you have the other pieces in place. This can be your elevator pitch, tagline, or something else. It’s a “summary that sells” to your ideal target audience.

 

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