What is a brand? You ask.

Well, if you open Google and search for the definition of branding, you’ll get results like

• An intangible concept that helps others identify your company, product or service
• A way to identify your business
• The combination of what’s within and outside your offering that gives an identity or distinction
• A process that gives meaning to a specific organization, company or product in the consumer’s mind

I feel like these definitions are still somewhat vague. After reading these myself, I was still left with the same question. What is a brand?

A logo is just a tiny part of what a brand really is. It’s like your ID. Pull it out of your wallet and hand it to someone who has no idea who you are and they can immediately know only what your name is along with basic details, but it doesn’t tell them anything about who you really are.

Same goes for a logo, font and colors.

I can see all of that just like I can see your height, eye color, etc.

But that’s just a small part of who you are.

I believe a brand has 3 aspects:

1. Why you are in business
2. How you do business
3. What your business is

These three things build on one another beginning with the WHY.

Your logo won’t have any meaning without this. Trust me, your design elements will be pointless unless you first understand why you are in business.

Your customers will only gain an accurate perception of you when your “why” is defined and magnified through the next two aspects.

Without this it’s like looking at someone’s face in a painting. It’s lifelike, but it’s not the real thing.

When you know why you are in business then understanding how you will do business and what you will do in that business becomes very clear. You are setting yourself up to create a genuine reputation.

The beliefs you have and the values you hold define your “why” in business. These are the guideposts for how your business works, how you interact with your consumers, how you treat your business affairs, and so much more.

The “why” directs the “how” and the “how” directs the “what”.

For example, if you know you need groceries this week so that you don’t starve (why) then you will be sure to grab some cash to pay for these groceries and get in your car to drive to the store (how) then buy enough groceries to last all week (what). Make sense?

If you just went to the store without any money or knowing why you were there, could you get anything?

Everyone has a brand. Every large company to small business. Entrepreneur to child.

It’s the combination of your personality, your interests, your style, your beliefs, your morals and principles. We are our own brand of person.

Building your brand as an entrepreneur is just building a secondary persona of yourself. You are simply magnifying the business side of your personality. Why you work, how you work, and what you do.

This identity allows you to provide a recognizable face that builds credibility, create a template for marketing and advertising, and support your mission to generate new customers and maintain past customers.

So in order to establish the basis for a remarkable brand, you must set the foundation. Know why you are in business.

What do you hope to achieve? What do you value?