Your brand is the first impression the world has with what you do. It's your logo, your colour palette, your website design, your packaging, your business cards... even your telephone manner and how you write letters. This is all your brand, and it says so many important things about your business, that it is just not worth getting them wrong.
DETERMINE YOUR MISSION
Your mission is the reason for your business existing. It is the your purpose, or the "WHY" in your business, as opposed to the What, or Who. The "Why" needs to be the main focus - this is what is going to enable you truly connect with your audience. They care more about why you're doing what you do, as opposed to 'what you do'.
DETERMINE YOUR PERSONALITY
If you could describe your business as a person, what characteristics would you choose? If you imagine your business is a person; Are you fun? Are you carefree? Are you a serious? Are you knowledgeable? Are you funny? Are you confident? Your personality needs to be decided before you can start building your brand. A fun carefree personality, for example, won't have a website whose dominant colour is black. You should have 4-6 personality traits (5 is ideal), each being a single term (usually an adjective).
DETERMINE YOUR PROMISE
Your promise is that 'thing' you PROMISE to deliver to your customer EVERY TIME. What is it? This promise needs to be in the heart of your brand development, it needs to be the main thing you speak about on your website and it needs to be there in every interaction your customers have with you.
DETERMINE YOUR VALUES
Consumers like to do business with brands that share their beliefs. They like to engage with businesses which are doing good, or align with their values. It is more important than ever to be transparent and live your values everyday, shaping your brand culture. It's super important you and your employees stick to these values, even if it means making sacrifices. In the long-term, you will become an honest and trusted company, and ultimately internal decision making becomes easier, as everyone's values are aligned.
DETERMINE YOUR CUSTOMER(S)
You really need a clear idea of who your customer is before you develop your brand. Once you know what they like, what they are sensitive to, where they spend their time etc, you can develop your brand to successfully create a relationship with your customers . A good thing to do at the start is to create a primary and secondary persona for your target or current customers. Put this on the wall and always have them in mind when you are creating something new.