Step 1: Define what you are trying to accomplish: Have a business strategy in place and ensure you know what you are trying to accomplish. This will determine your strategic method and the image you need to achieve that message. For example, if you are a boutique store selling shoes then you will want to have a brand associated with unique offerings.
Step 2: Research your customers: Who are your customers and what do they like? If you understand your customers you will also understand what appeals to them and the type of brand image you should develop to attract them to your business. Try and create an image that best reaches your target market.
Step 3: Create a list of key phrases of what you want to accomplish and what your customers like: Put together a list of the main key phrases that describe your business based on your perspective and a list of what your core customers would like about your business.
Step 4: Narrow down your list to a key phrase or two: Cross example and compare your two lists and find a phrase or two where they match. The matching shows a place where you and your customers see eye-to-eye and should be bases of your brand.
Step 5: Break the two key phrases into a few words: If you want your business to be unique and your customers want it to be trendy then you should consider the two key points of trendy and unique in all of your business decisions and dealing with customers.
Step 6: Find a slogan: Using your few words to create a slogan will help people remember your business. Share that slogan on your advertisements, business cards, flyers, or anywhere else you showcase your business.