Identity
Understanding your brand.
What specifically do you offer which other companies don't? This will set your company aside from the rest. What do you have which the consumers need?
Themes
What is your company's style? What makes you distinguishable from the rest? Does the marketing suit the product/service you have to offer?
Target Audience
An important part of branding is appealing to your target audience. Who are the customers that will buy or invest into what you have to offer?