Define Your brand

 Your brand’s overall message is important. You need positive, compact statements that speak to your customers, their needs and why they should choose you over the competition. Your message is what leaves a positive impression of your business in your prospective customer’s mind. It will give your business not only a voice but a soul as well because it communicates your missions and values. The best way to start determining your brand’s message is to is answer the following questions:

1. Who is your target market?
2. Why are your customers choosing you?
3. What are your ultimate goals for your customers?
4. What are your ultimate goals for your business?
5. How are you going to fulfill those goals?
6. Why should customers choose you over the competition?
7. Why do you love your business?
8. If your business was a person, what would they be like/look like?

In order to understand your brand, you first need to define it. By filling this out you are actually creating the framework for your brand’s attractive messaging and differentiators. After you have typed out all of your answers, you can copy and paste this content into a Word Cloud Generator. This gives you a wonderful visualization of which keywords stand out the most and you can apply these to your business name, slogan, and overall message! 
I wrote down all of my answers to the questions for a pretend pet grooming business and then converted that content into a word cloud. I noticed that “passionate” and “organic” were used most often, so I decided to really include those words in my messaging framework.
You want to take your keywords, as well as the answers you filled out to help form the following statements that will resonate with your target audience. You want your messaging to be as clear and simple as possible while conveying all the necessary information.

1. Your Brand Promise – What will your business do for your customer?
2. Positioning Statement – What do you want your customers to know about what you do and why you should be chosen.
3. Mission – What is the overall mission and values for your business?
4. Brand Tone – If your brand had a voice, what characteristics would it possess?
5. Elevator Pitch – If you had 30 seconds to condense and explain your business to a potential customer in an elevator, what would you say?