1. Purpose

You need to know why you’re in business. Reinforce the "why" and develop deeper connection with your customers.

2. Vision

You need to map out long-term business goals to ensure the brand is heading in the right direction.

3. Values
‍
You need to define your core values. Create a culture and a driving force. What do you stand for in a world of change?

‍4. Audience
‍
You need to know your audience. If you know what makes them tick, you can address their problems and needs with relevant solutions.

5. Analysis
‍
Look for voids in the market to discover what sets you apart. Realize how you can stand out, or stand for something unique.

6. Personality
‍
Give your brand a human side. Shape its personality in order to build relationships with your customers.

7. Creation
‍
Along the lines of 1–6, set your tone of voice, colors, and imagery. Make your brand live and breathe in the world of your customers.