Brand identity helps you stay in the mind of customers. If they forget, for instance, your company name, they can still identify you by different factors of your identity, like your logo.

2. Know your audience and what they respond to.

Having a good idea of your audience helps you identify their desires and challenges. Also, knowing your audience establishes brand loyalty and makes them more likely to be an advocate of your brand to others.

To find your audience, start by creating a buyer persona, if you don’t have one. Buyer personas are fictionalized versions of your ideal customer that identifies their challenges and desires. Additionally, you can look over data you’ve collected to gain a more holistic idea of how your audience responds to your business so far.