1. Do Your Research

It is essential to define your brand in your specific industry. Understanding your competition is the first step you need to take for your brand to stand out from the rest. There are several different methods to distinguish your brand from the competition. Some of these methods include:

  1. Comparative Characteristics
    • It is important to compare the strengths and weaknesses of your company with those of the competitors. Once you identify some of the weaknesses in the competition, think about ways your business can go above and beyond in those areas. Another element to consider is how your competitors are branding themselves. This is a great starting point for you to consider how to differentiate yourself with your branding.
  2. Visual Identity
    • Some elements within the visual identity of your brand that you must consider include logos and graphics, font choice, imagery, marketing materials, and reviews.

2. Establish Your Values

Your mission statement should address the question as to why your business exists. It needs to define exactly what your company does and why it does it. A mission statement should be short while still addressing your goals for the company. A few questions to address when discussing your brand should include:

  • What energizes you about your work?
  • What do you value?
  • What is your business better at than the competition?

3. Know Your Customers

You must understand not only your competition but also your customers. Creating personas for your customers is one way to begin to understand who you are targeting. Some elements to include within your customer persona include:

  • Age
  • Locations
  • Gender
  • Profession

It is important to know your audience well so you can create a strong brand with their immediate needs in mind.

4. Build Brand Elements and Brand Identity

A brand is formed by combining many elements. These combined elements form your brand identity. Some of the brand elements include:

  1. Logo
  2. Typography
  3. Color scheme
  4. Tagline
  5. Tone
  6. Personality
  7. Position
  8. Experience

Read more about Branding at realbusiness.co.uk

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.