To help you get a better sense of your brand, try answering the following questions.
What do you do?
Why do you do it?
Who do you serve?
What do they need?
What makes you different?
This might even mean adding some questions to the list:
What do you not do?
Who do you not serve?
For example, if you’re in a traditionally male-dominated industry or niche, but your brand focuses on a female audience, that’s an important note. Or maybe you’re a yoga brand, but you're for people who never thought they'd be a "yoga person."
It’s a lot easier to make choices when you’ve got a solid foundation in place, for all aspects of your brand—not just visuals.