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Basic Branding Check-List

In the depths of online opportunities, it's easy to lose the purpose of our business journey. So here's a basic list of things you need to create your brand



What you want to achieve in business must be consistent with what your mission is.

The seemingly obvious pattern is very often lost on young entrepreneurs, when the mission and life goal overlap with the business goal. The solution to this problem, for example, is a detailed strategy workshop preceding the development of a brand strategy


Describe your brand's vision for two times TODAY and IN THE FUTURE.

Let these guidelines be a guidepost for all your business activities. They will allow you to walk a thoughtful path without distractions (and money).

Leading SLOGAN

Not only do you need to be able to LISTEN to your audience but, importantly, to reckon with their opinion. This means that consumer feedback and customer feedback should be among the first on your agenda. Importantly, this effort cannot be a one-time thing. Customer feedback is a complex process, carried out regularly and with attention


Storytelling is no longer an attractive add-on to marketing communications. It is a basic principle of communication of any successful brand, that is, one that knows the direction it is going. Make sure to communicate the story of the brand, the people behind it, the vision. Today's consumer is smart, able to distinguish between valuable content and strictly salesy content.


There is no development without observing and monitoring the effects of activities. Ensure proper analytics of your activities from Google tools, website and social media admin panels from the very beginning. Let the analysis be the determinant of further actions in the future of the brand, and thus the direction of its development


A brand personality is a set of traits, values and attributes that give a brand its human character and express its identity in a consistent and recognizable way. It is a virtual persona that interacts with the audience and shapes their perception of the brand. Like a person's personality, a brand's personality influences how it is perceived by society, consumers and the business environment.

A brand's personality can be expressed through various characteristics, such as:

  1. Values: The core beliefs and principles that guide the brand.

  2. Tone and style of communication: The way a brand communicates with its audience. This can include tone of voice, language, humor, emotion and visual style.

  3. Archetypes: Psychological concepts that represent specific roles and characters in human thinking. Examples include "hero," "rebel," "scholar," etc. A brand can identify with a specific archetype to better reflect its identity.

  4. Uniqueness: That which sets a brand apart from its competitors. This could be a unique product, service, story or approach to business.

  5. Responsiveness: How the brand responds to different situations, crises, and customer interactions. This could include integrity, accountability, and other qualities related to relationship behavior.

  6. Customer value: How the brand delivers value to its customers and what benefits it offers.

  7. Physical features: Visual elements such as logos, colors, typography that help identify the brand and convey its character.


Brand values are the ethical, moral and cultural foundations on which a brand operates. They are the core beliefs and principles that shape the way a brand operates, makes decisions and interacts with its environment. Brand values form the basis for all aspects of a brand's operations, from production and marketing to customer service and social activities.

Brand values can include:

  1. Business ethos: What the company considers important in running its business.

  2. Ethics and sustainability: Values associated with operating with respect for people, the environment and society. Companies are increasingly focusing on sustainability, environmental protection and ethical behavior.

  3. Customer value: Values associated with providing products or services that benefit and satisfy customers. This can include quality, reliability, innovation and accessibility.

  4. Community involvement: Values associated with activities that benefit the community or society as a whole. Companies may be involved in various charitable initiatives, educational programs or projects to improve living conditions.

  5. Diversity and Inclusion: Values related to respecting and promoting diversity among employees, customers and communities. Companies can strive to create an environment where everyone is treated fairly and equally.

  6. Innovation: Values associated with seeking innovative solutions and continuously improving products, services and processes.


Brand image is the overall perception, opinions and perceptions of a brand by customers, the public and other stakeholders. It is the result of impressions, experiences and information related to a brand that builds up in people's minds based on interactions with it and information provided by marketing, media and other sources. Brand image reflects how a brand is perceived in the marketplace and what associations and emotions it evokes in the audience.

Elements that influence brand image include:

  1. Customer experience: Customer feedback, reviews and experiences with products, services and customer service can significantly impact a brand's image.

  2. Marketing communications: The way a brand presents itself in advertisements, promotional materials, social media and other communication channels. This includes both textual and visual content.

  3. Visual identity: Visual elements of the brand, such as the logo, color scheme, and typography, that help with recognition and build a consistent image.

  4. Associations with values: The degree to which a brand is associated with certain values, ideals and beliefs. This can include business ethics, sustainability and community involvement.

  5. Financial performance and quality: The efficiency and quality of the products or services offered by a brand affect the perception that the brand is a reliable supplier.

  6. Reputation: The overall opinion and perception of the brand in the industry, business community and society in general.

  7. Community involvement: The social activities and initiatives undertaken by the brand can affect how it is perceived by the community.


A brand website is of great importance in today's business and marketing environment. It is a brand's virtual showcase that can have a major impact on perceptions, customer engagement and the achievement of business goals. Here are some reasons why a brand website matters:

  1. First impression: A website is often a customer's first contact with a brand. The first impression is extremely important because it can influence whether visitors stay on the site and become interested in the brand.

  2. Presenting information: A website enables the presentation of information about products, services, brand history, values, features and other relevant elements. It is a tool for focused communication of key content.

  3. Increasing reach: With a website, a brand can reach a wider audience, not only locally, but also globally. The Internet allows you to reach customers around the world.

  4. Interaction with customers: A website allows interaction with customers through contact forms, live chat, comments and other tools. This allows direct communication and problem solving.

  5. Online sales: If a brand offers products or services online, a website can be a platform to conduct transactions and generate revenue.

  6. Building trust: A professional and aesthetically pleasing website can help build trust in the brand. A secure site with proper certifications can increase customer confidence.

  7. Marketing and promotion: A website is an excellent tool for marketing activities, such as advertising campaigns, educational content, blogs and social media posts.

  1. Reach and visibility: social media allows brands to reach a huge number of people around the world. Through these platforms, a brand can achieve much greater reach than through traditional advertising methods.

  2. Building brand identity: Social media allows brands to showcase their personality, values, history and culture. A consistent image and identity can be created that attracts specific customers.

  3. Direct communication with customers: Social media allows direct interaction with customers. Answering questions, solving problems and responding to customer feedback helps build trust and loyalty.

  4. Creating engagement: Through interactive features such as likes, shares, comments and votes, brands can encourage users to engage and participate in discussions.

  5. Monitoring feedback: Social media allows monitoring customer feedback on brands and products. This is a valuable source of feedback that can help improve offerings.

  6. Promotion and advertising: Social media platforms offer advertising tools that allow precise targeting, which helps reach the right target audience.

  7. Competitive activities: Watching competitors' activities on social media allows you to learn about trends, news and industry strategies.

Business niche

A business niche is a specific market segment that is narrower and more specialized than the general market. This means that a brand or company focuses on providing products or services that meet the specific needs, preferences or requirements of a limited group of customers. The business niche is smaller, but can be more precisely tailored to the needs of the target audience.

There are various reasons why brands choose to operate in a business niche:

  1. Less competition: In a business niche, there may be less competition, which means the brand may be in a better position to gain market share.

  2. Better understanding of customers: A narrower target audience means the brand can better understand customers' needs, preferences and problems, making it easier to provide relevant products or services.

  3. Better personalization: With a more defined niche, a brand can tailor its products or services to specific customer requirements, which can lead to greater customer satisfaction.

  4. Greater customer loyalty: By providing products or services that meet the exact needs of the niche, a brand can build stronger relationships with customers and generate greater loyalty.

  5. Opportunity for higher margins: Brands operating in a niche can often u steel higher prices because their offerings are unique and harder to find in the market.

These are just the basic elements you need to keep in mind when developing your brand, You can take care of them yourself or delegate activities to a trusted PR firm. No matter which direction you choose, remember that these elements will have a significant impact on the development of your brand. It's worth remembering them from the very beginning :)


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