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As a new business, there’s bad news and good news. The bad news is that nobody knows who you are. However, the good news is that nobody knows who you are!

You’re actually in a great spot because you’re not restrained by public perception. You get to decide how you want your business to be seen!

Your brand identity expresses who you are through specific elements that distinguish you from competitors.

Think about a red pop can with white cursive writing on it. Without naming it, you know exactly which brand I’m talking about. 

We’re going to define your brand identity in three steps:

To identify your brand identity, first ask yourself: Who is my audience, and what impact will my brand have on them?

Creating a buyer persona is a great way to identify exactly who your audience is. Buyer personas are profiles of your ideal customer. You can include their age, location, and income, interests, and brands they already use.

It’s okay if it isn’t perfect; you just need a general idea of your audience. Use this worksheet to develop your ideal customer persona.

Now that you have a more tangible idea of what your audience looks like. You can use these personas to decide how you want them to feel seen by your brand.

Keeping your audience in mind, let’s build your brand identity. This combines elements such as your logo, colors, tone, and voice to create a distinct brand and make you memorable to your audience.

What aesthetic would appeal to your personas? Don’t get too caught up in the details; every persona doesn’t have to match your brand identity perfectly. Just imagine a broad aesthetic that would entice your audience.

Pick two colors based on that idea (one primary and one secondary) and one or two fonts. These visual elements will guide you in developing your logo and other branding materials.

Think of one or two elements that define your brand and appeal to your audience and incorporate them into your logo. Try not to be too detailed; simple logos are more memorable.

Canva is a great tool to begin creating your logo. Play around with it and don’t be afraid to make several drafts. Remember, this is YOUR business; you get to decide what it looks like. Have fun!

Use this worksheet to create your brand identity.

Finally, apply these components to every visual element of your business to create recognition among consumers. 

When your brand identity is clear and consistent, customers know exactly what to expect from your business.

The worksheets above are great ways to ensure your brand identity remains consistent. Use them as references when creating any marketing materials. 

You may get to this step and realize that the identity you created doesn’t fit with your brand. No worries! Again, this is your business; feel free to go back and make adjustments where you see fit. 

North Carolina technology startups pursuing federal SBIR or STTR funding may qualify for state support through the One North Carolina Small Business Program. The program provides incentive and matching grants to help eligible companies develop and commercialize innovative technologies. The 2026 application portal opened September 14.

Women-owned businesses and nonprofits can apply for multiple funding opportunities through one application. WomensNet awards three $10,000 grants each month, including a general Amber Grant, a Startup Grant for businesses with less than $10,000 in sales, and a monthly industry grant. September’s featured category is education and childcare. Monthly winners may also qualify for a $50,000 year-end grant.

One important note: there is a $15 application fee.

Are you ready to network with other local business owners? Willing to let your competitive side come out?

Join Launch Greensboro for an exciting game of Family Feud and leave with an expanded network.

Free to attend

Light snacks will be served

📅 Tuesday, September 22, 2026
⏰ 5:30 PM
📍 Lewis St. Coworking Space
111 West Lewis St. | Downtown Greensboro