Here’s a mental exercise for you, answer the questions below:

What are three principles you stand for?

What is the ideal brand or people that you represent?

What do these people wear, eat for lunch and sound like?

This may be a group of people that you’ve never met before or a group you’re well acquainted with. Regardless, set the ideal vision of what you think the group/category you represent should look like.

And as you answer the questions above further define and name this category.