No matter if your brand is a chain restaurant, a popular retail store, or a lifestyle blog, it is important that people can identify it and everything the brand stands for. Some brands get lost in what's trendy or what looks cool but that can really take away from what sets your brand apart from others. So if you are starting a new company or wanting to rebrand your image then let's start with the basics to finding your "aesthetic".
Being organized and understanding the core values of your brand is crucial. What vision do you have for your brand? What is your mission statement? If you are unsure then your audience will be unsure as well. Sit down and think about your purpose for starting your brand and what you hope to achieve.
Now that you know who you are and why, it's time to figure out who you want to connect with. Figure out your demographics, you know, teenagers, parents, males, females? You can then proceed in the type of personas you would want to be a part of your brand. Taco Bell for example has rebranded themselves to fit a much younger demographic than before. Their aesthetic is bright and fun! That is something high school and college students are attracted to and they can also expect to see the same thing both on Taco Bell's Instagram and in the actual restaurant.
Lastly is the product. The reason why your brand is alive! A question you may ask yourself about your product is what benefits can my audience get from it? You may also ask what features will keep them interested? What does my product do that my competitors does not? Once you have all of these questions answered then you can tie all three points together to create the perfect aesthetic for your brand. This will be a big help to all of your advertisement!