How to Define Your Brand: A Simple Whiteboard Exercise
Building a strong brand starts with understanding what makes it unique. But let’s be real—defining a brand can feel overwhelming. That’s why I’m showing you this simple whiteboard exercise to help you and your team pinpoint your brand’s core attributes. By the end of this process, you’ll have a clear picture of your brand’s personality and how to communicate it effectively. Let’s dive in!
What Are Brand Attributes?
Brand attributes are the traits that define your brand’s personality and how it shows up in the world. They guide everything—from the way you communicate to how your customers experience your business.
Here are the six key attributes we’ll focus on:
1. Values: What principles guide your brand?
2. Culture: What’s the vibe or essence of your organization?
3. Benefits: What value does your brand provide to your customers?
4. Behavior: How does your brand act or interact with others?
5. Voice: How does your brand sound when it communicates?
6. Look & Feel: What’s the visual and emotional impression of your brand?
The Power of Elimination
Defining these attributes is often a process of elimination. Instead of trying to define everything at once, start by brainstorming broadly. Then, gradually narrow it down to what truly fits. Think of it like chiseling away at a block of marble until the statue emerges—it’s all about clarity through focus.
Step-by-Step: How to Define Your Brand Attributes
Step 1: Gather Your Team
Bring together key stakeholders—people who understand your business and can provide diverse perspectives. Collaboration is key here.
Step 2: Use a Whiteboard (or Digital Alternative)
Set up a space where everyone can contribute. This could be a physical whiteboard or a digital tool like Miro or Jamboard. Divide your space into six sections, one for each attribute.
Step 3: Brainstorm Freely
Start by asking questions for each attribute. For example:
Values:
What principles or beliefs are non-negotiable for our brand?
What would we never compromise, even under pressure?
Culture:
If our organization were a person, how would we describe their personality?
What’s the internal vibe or energy we want our team and customers to feel?
Benefits:
What unique value do we offer to our customers?
What’s the primary problem we solve for them?
Behavior:
How does our brand act in different situations (e.g., with customers, online, in public)?
What kind of actions or habits would we want to be known for?
Voice:
If our brand were speaking, what tone or style would it use?
Are we more formal or casual? Friendly or authoritative?
Look & Feel:
What kind of visual style do we want people to associate with us?
How should someone feel when they see our brand—energized, calm, inspired?
Write down every idea—don’t filter yet.
Step 4: Narrow It Down
Now it’s time to refine. Eliminate anything that doesn’t feel essential or authentic. The goal is to end up with 2–3 defining traits for each category.
Step 5: Connect the Dots
Look at your final list. Does it paint a cohesive picture of your brand? Each attribute should feel aligned with the others.
Why This Matters
Your brand attributes are the foundation of your brand identity. They influence how you design your logo, craft your messaging, and build marketing campaigns. With a clear understanding of these traits, you’ll make more confident decisions and create stronger connections with your audience.
Next Steps
Now that you’ve defined your brand attributes, put them to work! Use them as a reference when designing marketing materials, creating content, or making business decisions. A consistent brand builds trust—and trust leads to loyalty.
Final Thoughts
Defining your brand doesn’t have to be complicated. With this simple exercise, you’ll gain clarity and alignment, setting your brand up for long-term success.
Have questions or want to share how this process worked for you? Reach out to me on one of my social channels—I’d love to hear about it!
