A well-developed brand makes it easier to answer the questions of what is the soul and the core of your company. That will help establish your brand's identity. At this point, it is important to first know where your brand stands in the market,
its strengths and weaknesses and create a vision and a mission statement which communicate what will your company become in the future and the purpose of your company respectively. Your brand’s development is a vital step in creating its identity, that is to say,
its blueprint which consists of purpose, consistency and emotional impact. By preparing research and asking questions about your objectives, your brand's development becomes a process of constant improvement.
Communicating trust to your customers
Knowing who you are, what you are about and what your brand stands for builds trust since it lets your customers know what to expect. It is imperative getting your message right to your customers; one that expresses what the brand is about and resonates with a group, your core group.
"...we have to be really clear on what we want them to know about us."
Creating a captivating first impression
As mentioned previously getting your message right of who you are and what you stand for as a brand is of great importance, likewise, your message has to be magnetic. In other words, you have to make your customers feel something about you. Tell them, this is how your life is going to improve, this is how you are going to feel. A strong message that would give them a reason to choose you over others.
"Our customers want to know who is Apple and what is it that we stand for. Where do we fit in this world?"