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Before You Build a Brand, You Need to Understand It First

Let’s skip the jargon for a minute.

If you’re just getting started with your business or thinking about rebranding, here’s the thing most people won’t tell you: you can’t build a brand before you understand it. (Well, you can, but it might end up looking like a terrible Pinterest board.)

We see this a lot at Mirra Digital; a client comes in wanting a logo, a website, maybe a tagline that “pops.” And our first question is always: Cool. But… who are you really?

Cue the long pause.

⇥ Hold up! What even is brand identity?

We’re glad you asked.

Brand identity isn’t just how your brand looks. It’s how it talks. Walks. Thinks. It’s the gut feeling people get when they interact with your business. (Yes, even that awkward first Instagram post counts.)

So before we get to colours and fonts and that cheeky tagline, let’s figure out who you are, what you stand for and who you’re talking to.

⇥ The not-so-glamorous (but really important) bit: understanding your brand

Here’s the part most people try to skip – understanding your brand.

That means digging into things like:

• What do you actually do (besides trying to “disrupt the market”)?

• Why does it matter?

• Who’s your audience, and what do they care about?

• What do you believe in? (Real values. Not just “integrity” and “innovation.”)

This is what we call creating a brand foundation – the stuff no one sees but everyone feels.

⇥ Let’s talk brand strategy (aka your brand’s game plan)

Once you know what you stand for, it’s easier to figure out how to show up. That’s where the brand strategy basics come in.

Your brand development process is your roadmap. It helps you decide:

• What to say

• How to say it

• Who you’re saying it to

• And where to say it (No, you don’t need to be on every social media platform known to mankind)

This is especially crucial when you’re branding for startups. Startups don’t have time (or budget) to wing it. A clear, honest brand strategy helps you cut through the noise and connect with the right people…fast.

⇥ How to define your brand without spiralling into an identity crisis

Okay, so now you’re staring at a blank doc wondering how to define your brand. Take a breath.

Here’s a simple exercise:

1. Write down three things your brand believes in. (These are your brand core values.)

2. Describe your ideal customer like they’re a character in a show. (That’s your target audience and branding starting to take shape.)

3. Now imagine your brand as a person, how do they talk? Are they witty, calm, weirdly obsessed with spreadsheets?

You don’t have to get it all perfect. Just start. We can clean it up later.

The most memorable brands don’t start with a big marketing budget, they start with clarity…or just start. 

So before you invest in that slick website or hire someone to make your logo spin, take a step back. Ask yourself the tough (but necessary) questions. Build from the inside out.

At Mirra Digital, we help brands figure this stuff out. Whether you’re a startup or a seasoned business looking for a refresh, we’re here to help you build something that actually makes sense.

Because branding isn’t just what people see. It’s what they feel and that starts with you understanding who you are.

Want help figuring out what your brand’s all about? Let’s talk!