Put simply, a brand framework serves as a North Star to point toward what the brand stands for. It also acts as a guide to ensure all marketing touchpoints build on the brand:

  1. Brand essence: This is the title of your company's story. Why are you doing what you're doing? It doesn't have to be just a tagline. Some companies will talk about their essence as being identical to the what, how, and why of their service. There is no one right way to communicate your essence.
  1. Brand purpose: This is your company's mission. What does it help customers achieve? Push yourself to create a company purpose that is big and industry-changing.
  1. Brand differentiators: These support your brand purpose and are what make your company capable of delivering on your brand promise. It should be 100% unique to your company. For example, the Apple Genius Bar is something that is exclusive to Apple. 
  1. Brand personality: The uniquely human way your company comes to life. When defined, it should include human traits. (Hint: "affordable" is not a human trait.) When deciding on your brand personality, ask yourself how your company emotionally connects with your customers. 

By understanding these elements of your small business brand, you'll be able to bring it to life and position it more clearly in your customers' eyes.