To best wrap your head around the branding process, think of your brand as a person. Your brand should have an identity (who it is), personality (how it behaves), and experience (how it’s remembered).

Ask yourself these questions about your brand:

1. How would your brand introduce itself? If it had to describe its appearance, how would it do so?
2. How would your brand talk about your products or services? Would it be serious and professional, or would it be humorous and edgy?
3. What would someone say about your brand after “meeting” it for the first time? What are a few sentences they’d use to describe it?

The purpose of branding is to create relationships with your customers. The easiest way to do this is to treat your brand as a person and understand that you want your customers to do the same.