Starting your Brand Off On the Right Foot

Starting your Brand Off On the Right Foot

When building a brand, the research phase is often forgotten. However, it can be one of the most important parts of the branding process and can act as a springboard to all other branding initiatives. To start your research off on the right foot the Whale team suggests breaking things down into two phases: External Research and Internal Research.


External Research

When doing your research it can be beneficial to do an external review of other’s brands to get an idea of what it is you like and don’t like. Try to identify strong aspects of other’s brands that catch your eye, such as colors, messaging, and brand icons. By identifying the things you do like, you begin to get an idea of what you want your finished brand looks like.

While doing an external review, be sure you do your research on the industry you are working in. What do other industry leader’s brands look like? What message does your competition have that you might be lacking? And finally, identify key elements that stand out to you. 

Internal Research

After you feel like you have a good idea of the competition within your industry and have identified brands that stand out to you, it’s time to look internally. This is where the fun begins! The Whale team has found it to be effective to start off thinking about your company in every way imaginable. Think of it from your point of view, your employee’s point of view, and your customer’s point of view. Think of things such as: 

  • Who is my target market? 

  • What tone of voice do I need to reach my target market? 

  • What do I want the look and feel of my brand to be? 

  • What brand elements will help my brand look strong and unique?


By asking yourself these questions and thinking about whom you want to be in the marketplace, you can start to identify your “Unique Selling Point” and begin to formulate the tone of voice and look for your brand. Just like that, you’re on your way to building a strong brand, and your research is leading the way.


The research phase may not seem important at the start, but it can make your life a lot easier as you begin to develop your brand. When done properly, the research you do early in the rebranding process can help you reach your goal of having a brand that stands out and is a perfect reflection of who you are as a company.