Defining Your Brand

It is important to understand that branding stretches beyond just a logo or tagline. Branding is the identity of your business and how customers recognize and differentiate you from the competition. Begin developing your brand by answering the following questions:

  1. What do you stand for?
  2. What values do you want your brand to convey?

The answers to these questions should be reflected throughout your marketing and branding efforts.

Establishing a solid visual identity is also another essential element in your branding. Your logo, colors, and other visuals must be consistent throughout all platforms and materials. These visual elements should represent your business’s personality and be consistent enough that consumers will recognize your brand.

Researching Your Market

You must research your market during the development of your brand. A strong understanding of your consumer’s needs, wants, and values will help you navigate the rest of your brand development process. In addition, your messaging will have a higher chance of resonating with the consumers if you start by addressing their pain points and desires.

First, begin with thinking about the age, gender, interest, lifestyle, and other factors that influence your consumer’s purchasing habits. Once you have established these common characteristics, you must consider their preferences. Check out what your competitors are offering and how the consumers respond to their branding. Learn about what works within your industry and develop ways to align these trends with your brand.

Developing Your Brand Message

Your brand messaging should be a reflection of your business’s core values. Storytelling is an effective and successful way to draw the attention of consumers. Consider telling the story of how your brand got started, why your products are the way they are, and what makes your business different from the rest. This method will help create an emotional connection between your business and the consumer.

Consistency is key in all branding efforts, but especially in messaging. Be sure that your messaging is consistent across all platforms. The more consistent you are, the more trust your consumer will have in your brand.

Choosing Visual Elements

Visuals are the first thing consumers will notice about your brand. Creating a solid brand identity is extremely important. Some important visual elements in branding include:

  • Color
  • Typography
  • Logos
  • Images

Similar to messaging, your business must be consistent with visuals to establish a strong brand identity. You want consumers to be able to glance at your product and immediately recognize it as your brand.

Utilizing Social Media

Social media has become one of the most important pieces in branding strategies. These platforms allow businesses to connect with their audience in a way they were unable to before. Social media can be used as a way to increase brand awareness and improve sales.

Be sure the content you push out on social media is consistent with your branding and resonates with your audience. The goal is to create interesting and engaging content for the audience while informing them about your brand.

Measuring Success

It is crucial to be able to measure the success of your branding efforts. Some of the most effective ways to measure the success of your branding include:

  • Tracking website traffic or sales
  • Customer feedback
  • Social media analytics
  • Analyzing competitor strategies

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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.