Who is your brand? What does it stand for? What message does it relay to current and potential clients? These are all questions you need to consider when creating your brand strategy and persona. Your brand's identity will be the underlying factor in all of your company's standards: marketing, online correspondence, and even your culture. How you present your brand is how your audience will perceive you, and will be a primary factor in their conversion. No one wants to do business with a brand they don't feel they can trust. Without this first step, no one will stick around long enough to see if you have good services/products.