A brand is not just a design – brand is the feeling your customer has when they think of you. And yes, the logo is important, but only if it is in function of the overall brand strategy.

1. Voice and tone of communication

Are you speaking as a friend, expert, mentor or entertainer?
Your tone should be consistent – whether you're writing a Facebook post or an email to a client.

Example: A brand for teenagers should not say "Dear users, this way..."

2. Visual identity = much more than color

Colors, fonts, icons, shapes - everything must have logic and be easily recognizable.

Interesting fact: People recognize a brand by color even when they don't see the company name. (Think of the blue hue of Facebook or the red of Coca-Cola.)

3. Brand story as a foundation

What inspired you to start? What values do you hold? People love authentic stories, especially if you're a local brand.

Tip: Make a mini video about your founder or team – you'll connect with your audience on a more emotional level.

4. Consistency across all channels

Website, Instagram, business cards - everything has to look and sound like it comes from the same universe.

5. Internal branding – often forgotten

If your employees don't know what the brand means, how do you expect your customers to?

Mini challenge: Ask your employees, "What three words describe our brand?" If there is no agreement, it is time for internal alignment.