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Once you know whom you are targeting, you need to determine why that audience would want to do business with you. What unique values does your business have that would make your audience prefer you over your competition. This value proposition can then translated into:
A business vision
A mission statement
Promotional tag lines and marketing slogans
Internal communication messages
Brand messaging guidelines, etc.
Your marketing efforts need to align with these value proposition statements you create for your brand.
Our team always give the best for our customers
Services for all of our customers
Whether you are deciding on a name for a new product, service or a logo, you need to create a differentiator from your competitors.
You need more than just a name, form and typography. Branding is about understanding the attributes that your target audience appreciates in a business and blending your business values and personality with these attributes.
The idea is to project what your business is all about in a way that would connect with your target audience.