You’re starting a company that sells lederhosen online. They are top quality lederhosen and you offer them at a reasonable price. What is it that is going to set you apart from the other websites that sell lederhosen? What is special about your offering? What is unique? These are things you should consider from day one: Before you build your website. Before you so much as have a business card made or choose the name of your company.

Every detail, major and minor, plays a part in defining the answer to the question of what it is that sets you apart: your brand. When people think of you they will create a collective image in their minds made up of reactions they have had on both conscious and subconscious levels to everything from the name of your company to the colors and fonts you choose to use on your website.

If you don’t take your companies brand into consideration right away, it can be detrimental. It’s a lot easier to create an image where there is none than it is to change one once it has already been made. I’m sure you’ve heard the saying, “You can’t unring a bell.”.

Here are five questions that will help you start to piece together your companies brand:

1. If you had to define your brand with three keywords, what would they be? Think of it in terms of #hashtags on Twitter or tags in a blog post.
   
2. What is the demographic you are focused on reaching? Who is your audience? Consider their age, their income, their pop culture references, their political and social views, etc.
3. Who is your biggest competitor? What can you learn from their branding strategy? What was effective for them? What was damaging?
4. If your brand was a pictorial centerfold, what would it look like? Thinking about this will force you to consider visual imagery which will help when you are creating your logo and website.
5. Where do you see your company in 5 years? 10 years? Your brands message should be able to stand the test of time, and the choices you make now will act as a foundation to build the future of your company upon.

Even if you have already launched your venture, it is never too late to reconsider your brand. Altering the public perception can be challenging, but it is never too late. Don’t just accept the brand you have, dictate the brand you want.

Before you know it, all the cool kids will be wearing your lederhosen.