A brand is more than a name, fancy logo or colour, although all this helps in differentiating your business from others and allows people recognise it easily but how your business makes people feel or think is in essence your brand. “A brand is an overall experience of a customer that distinguishes an organization or product from its rivals in the eyes of the customer” ~ wikipedia
What do people think when they come in contact with your business? What emotions do you want your business to create in the consumer? This are the basics of what makes your brand!
For example, if you buy a bottle of coca cola, you know what you are getting and they deliver every single time. It is the same with say companies like Apple, Google and Nike. Does your business do what it says it would do? To be sure, you can ask a few of your customers for their honest opinions. You might also ask them to describe what they feel about your business using only one word.
Here are 3 questions to help you in clearly defining your brand : (What?, Who?, Why?)
1) What are you?
Describe your business as if you were describing it to a 7 year old. Make it as straightforward and easy to understand as possible.
2) Who is your target customer?
If you could only have one type of customer for the rest of your business life, who would that be?
3) Why would this customer use you?
Think of all of the possible reasons why customers would use your product or service. List as many as possible, and have a vote on the main reasons.
So what word best describes your brand? Do your customers agree?