Define Your Brand Before Your Brand Identity is Created
When creating a Brand Identity for a client I always start with asking questions about the brand.
This is the first step in the design process. Knowing the personality of the brand and who it's speaking to is important to deliver the right message visually. I want to design an appealing aesthetic that will be the face of the brand. So these questions have to be answered in detail.
However, when I ask questions surrounding the brand some small business owners tend to give vague answers. Being vague means there is no focus on what the brand is about and no true target audience. (Please note it can't be to everyone. You'll be selling to no one.)
Once your brand is truly defined you'll understand better how the identity of it should look visually to help shape the impression of it. Don't leave it to chance!
If you need help to understand how to define your brand there a ton of resources out there. Start researching and make your mission and vision clear. Then when you go to a designer (like me) or create your own it's hit the mark visually to engage the right customer base and get them emotionally invested.
Here are resources to define your brand I think will be helpful to get you started:
Defining What a Brand Is: Why Is It So Hard?
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