What ‘defining’ your brand actually means (and what it doesn’t)
First things first, let’s define what ‘defining your brand’ means. It isn’t about picking a handful of nice-sounding buzzwords. Nor is it about pulling a vague value proposition out of thin air, hoping for the best. (You can read more about value propositions here)
Intrebrand, a leading brand consultancy, begins its brand valuation methodology by defining the brand’s core elements like: purpose, vision, mission, values, positioning and personality. This foundation is then used to analyse three key components: the brand’s financial performance, the role is plays in purchase decisions, and its competitive strength.
So what does brand definition actually involve?
Who you are
This is your values, mission, and vision. Without them, you’re brand is going to feel inconsistent and confused— insight and out.
Who you serve
If you are trying to market to everyone, you’ll end up resonating with no one. Get crystal clear on your audience. Their needs, pains, goals, and quirks. Need help? Start with an audience person, this will help you to envision your audience clearly. (Here’s how to build a customer persona.)
What makes you different
Please, please, please, don’t say, “we really care about our customers.” That’s not a differentiator, that’s the bare minimum. Real USPs are things that your competitors are not saying or doing, it is what really makes you stand out. It could be your niche expertise, your delivery model, your tone, your community or your founder story.
Your tone and personality
Your brand personality isn’t just “friendly” or “bold”. It is how you talk, how you handle complaints, how you show up online. It should be consistent across your website, social channels, emails, and every customer interaction.
Why clarity is so important
Let’s be straight with it. Lack of clarity is expensive. It leads to indecision and diluted messaging. But what does clarity give you?
Clarity = better decision making (no endless faffing over what feels right)
Clarity = stronger creative work (designers and copywriters actually have something to build on)
Clarity = faster growth (your audience can finally get you without needing a decoder ring)
Define first, design second: how to actually do it
If you aren’t sure where to start here’s some quick actionable steps to defining your brand first.
- Run a brand strategy workshop:
Whether it’s just you, your internal team, or with an agency— get the key people in a room and start talking. Strip it back: why did the business start? What do you believe in? What’s your mission and long-term vision?
- Do the audience work:
If you don’t know who you are talking to, your messaging will miss every time. Build out your audience personas— their goals, pain points, behaviours. Here’s how to create one.
- Create a brand messaging framework:
Pull together your tone of voice, core messaging, value proposition, and real USP’s. Put it all into one place so everyone’s singing from the same hymn sheet. This isn’t just for marketing teams, it can also be used by the sales team and any member of the company.
- THEN — and only then — move on to design
Your logo is not your brand. It’s the cherry on top, not the cake itself. Design becomes 10x easier and more effective when it’s guided by real strategy.
Conclusion
A powerful brand isn’t just built on good design. It’s built on definition. Get your foundations right, and everything else from your website to your social posts and emails starts working harder.
Define before you design, and watch your brand stop blending in and start standing out.
