People ask me all the time about defining their company brand and what it means. Defining your brand is like a journey of business self-discovery. Here are 4 simple questions to help you start understanding your brand and to help you define it for your audience.

  • What is your company’s mission?mission statement defines what an organization is, why it exists, its reason for being. Really work to bring it down to one clearly defined sentence that includes your function, market, and competitive advantage.
  • What are the benefits and features of your products or services? Know your product better than anyone else. Know what it does and how it helps your market. Understand the value of your products as it serves your market.
  • What do your customers and prospects already think of your company? Get a good read from your audience. What do they think about your company, your product or service, and your people? Surveys are a great way to gain a good understanding of your market and what they think.
  • What qualities do you want them to associate with your company? What do you want them to say about your company if they were speaking to another potential customer? Think about all of the qualities you want associated with your company and listen for them. If you aren’t hearing them, it’s time to take a fresh look at your company.

Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think.

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. What you communicate visually and verbally are part of your brand strategy. Where you advertise is part of your brand strategy. And your distribution channels are also part of your brand strategy.

Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command.

At 30 Second Success we help clients understand their audience, create the messaging to connect with their audience, and create a strategy to increase their connections and sales through their messaging. Schedule a discovery session today to learn more at


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