Defining your brand

When defining your brand, it’s important to have an understanding of why your brand is important.

Why is understanding your brand important

Understanding your brand is important because, as mentioned in "Four reasons your brand is important"...

..."Brand is the emotional connection people have with your business."

Defining your brand

Defining your brand

Your brand should be a true representation of who you are as a business, and how you wish to be perceived.

How do you define your brand?

Well, we’re going to take you through a simple exercise to help you define your brand.

Starting with identifying the five key elements of your brand.

They are:

1. Personality
2. Values of User
3. Emotional rewards
4. Functional benefits
5. Attributes

Once you know your key brand elements, creating a summary of these key elements will give you your brand definition or description.

So, lets work through each element. 

Defining your brand


Imagine your brand as a person.

How would you describe that person?

Are they fun, dynamic, conservative, sincere? Extroverted or responsible? Self-assured or optimistic?

Strong brands have distinct personalities.

For example, we describe Starfish Marketing personality as friendly, approachable, practical, fun, and a little bit quirky. 

Values of User

These are the values that your customers and clients have.

Think about them being the principles or standards your customers have. Their judgement of what is valuable or important in their life.

Different people have different values.

For example, we describe Starfish Marketing User Values as strong ethics, people centric, keep their promise, and enjoy life. 

Emotional Rewards. 

The emotional rewards recognise how you want your customers/clients to feel as a result of dealing with you and your business.

To build brand loyalty, people must have an emotional connection to your brand.

Do they feel proud; smart; valued; confident? The important thing here is to focus on how your customer will feel. What emotion(s) will your brand deliver. 

For example, we describe Starfish Marketing Emotional Rewards as valued, confident, hugged (supported), happy, and relieved.

Functional Benefits 

These are the deliverable benefits that your customers and clients receive from your product or service.

For example, we describe Starfish Marketing Functional Benefits as saving time, consistency, supported, rescued, actually making a difference, simple and practical advice that’s easy to understand, actions are delivered, partnership


If you are a product-based business, your attributes are the tangible aspects of your brand that you can see or touch. If you are a service-based business, your attributes are the actual services that you provide. 

For example, we describe Starfish Marketing Attributes as all things marketing: communications, newsletters, blogs, websites (editing and content, not the techie stuff), content creation, copy writing, image sourcing, simple design, social media (Facebook, LinkedIn, Instagram), brand consistency, strategic and operational marketing, referrals and introductions.

Defining your brand

Describing your brand 

The summary of the key elements of your brand is how you describe your brand.

Take those five elements and turn them into a brief story that describes who you are and what you do.

People should be able to read or hear that summary and know why you do what you do. Your brand description should generate an emotion – one that your customers, clients and market will connect with and remember. 

For example, the summary of Starfish Marketing’ brand elements is the starfish story. It’s the starfish story because we believe marketing can make a real difference for business (especially small businesses); that we have a responsibility to contribute to our communities; and that we can have some fun along the way. 

To put it another way:

The starfish story drives everything we do. We make a difference together by doing things a bit differently, making your marketing happen and having fun along the way. We love helping small businesses with simple and practical marketing advice and actions that makes your life easier. 

Defining your brand

What does your brand say

To help you define your brand, answer these five question:

1.What is your brand personality?
2.What are your customers/clients values?
3.What is the outcome you hope every customer/client feels?
4.What are the functional benefits that your brand delivers?
5.What tangibles does your brand deliver?

Now look at your answers and put together a summary of what those five questions say. That is your brand.

The important thing after defining your brand is to make sure your brand is consistent across every aspect of your business.

How do you do that?

Well next week, we’ll start with sharing how to do a brand audit. In the meantime, if you have any branding questions, feel free to contact us

If you need help with making your brand consistent let us know. We'd love to help you.

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