5 Brand Essentials - Does your brand have these?

Today, let’s talk about 5 Brand Essentials, that are, as they sound, essential to your brand. Do you have all of them? Are you cultivating them in the right way? Whenever you go to market your brand are you keeping these 5 things in mind?

Download & Print the 5 Brand Essentials Worksheet here:



Use the worksheet provided as you read through this blog post, take notes and start intentionally designing or auditing your brand today. Still unclear about what branding is? Click here >> What is this thing called Branding?


#1 – What is the purpose of your business?

Even if you already have a brand, you should always be asking yourself this question. Sometimes our businesses evolve and change, and our purpose needs to evolve right alongside it.

  • What is the purpose of my business?
  • What do I do in my business that benefits others or solves a problem for them?
  • What can I do in my business that others can’t?
Write down in your worksheet, what your business’ purpose is.
  • Bonus: What makes your business purpose unique?

I’ve noticed many people get hung up on this question specifically. Sometimes we get the impostor syndrome and feel as though we are not unique but impostors posing as someone who can do this business, but we can’t. THIS IS A LIE. You are unique, no one else can be you, so what you have to bring to your business is completely unique.


Take a moment to write down what’s unique about yourself and apply that to your business. In order to reach our true business potential we have to embrace who we truly are and hone in on those unique traits that will make us stand out.

You can be doing the same thing as 27 others around you and still stand out if you stay true to you. Don’t let that little comparison bug get in your ear, ignore it. Comparison rips us down and robs us of our true potential.

Did you write down your business purpose? Fantastic! This needs to be firmly established before we move on to Brand Essential #2.


#2 – Who is your customer?

Alrighty then, think about this for a second. The easy answer is everyone, but guess what?? That’s wrong, wrong, wrong. Unless you’re Google your target audience isn’t “everyone”, and even they market to specific demographics...

So now that we’ve established your business purpose, we need to know WHO needs it. So really think through your audience (I find it easier to think of a specific person):

  • What do they do?
  • What do they like?
  • What do they listen to on the radio?
  • How old are they?
  • What do they do for a living?

Would they be drawn to your brand where it stands right now? If not, it’s time to reevaluate. If you don’t have a brand, then it’s time to start building one!

So how do you attract this particular audience to your business?


#3 – What is your Brand’s Character?

Just to name a few:

  • Friendly
  • Fun
  • Professional
  • Regal
  • Abrasive
  • Inspiring
  • Outgoing
  • Entertaining

Think of a word that fits your business character best. This should most definitely include you as a person as well. Whether you sell a product or service, at some point people will meet you. More than likely they will already have an impression of you, either from your brand or from what you post online, etc… So what’s your brand character? How would you like your business to be known before someone meets you? When they meet you will they be surprised and taken aback or will your personality match your brand?


#4 – What is your Brand’s Look?

Just to name a few:

  • Soft
  • Hard
  • Colorful
  • Elegant
  • Hip
  • Modern
  • Flowery
  • Natural
  • Classic
  • Tropical
  • Party

Now, before you take on your Brand’s look…think about all of the things above. What is your Purpose? Who is your audience? What is your Brand’s Character? Now… what is your brand’s look?

Your look should match your character, attract your audience and showcase your purpose. This includes color scheme, photos, logo design, icons, etc... You can read a bit more on Branding Photography here. Go to that handy worksheet of yours and write down some words that best describe your Brand’s Look.


Last but not least...

#5 – What is your Brand’s Tone

This should closely coincide with your Brand’s character. How do you want to sound in every email, postcard, social media post? Tone matters. And it matters a lot. Text and email are some of the quickest ways for miscommunication to brew, and you know how? Tone. Tone can be misread and misinterpreted from all angles. So you need to make sure you have a distinct and unique tone to your Brand.

Now depending on the 4 Brand Essentials above, here are some options to choose from:

  • Personable
  • Honest
  • Sincere
  • Direct
  • Cynical
  • Scientific
  • Humble
  • Sharp

It matters what you do, how you do it, who you do it for, how they view it, and what it sounds like.

To be honest, there’s a lot that goes into a Brand, and even a brand specialist, like myself, can only do so much…the rest is up to you. The more you think through your Brand and know what you want, the easier it will be to build your Brand up!

Whew! Hopefully your head isn’t spinning. The good news is, you don’t have to have all the answers all the time, but you SHOULD be thinking through each of these items to build your Brand.

Tell me, where are you at? Does your Brand have these 5 essentials?  Let me know your thoughts below. Comment and share if you found this article helpful!