1. Ask your last 5 customers why they bought something from you. Is it the same reason? Are they different? Why? If it is the same, there’s a brand quality.
2. Ask some of your employees what they think the biggest strength of your business is. See what consistency there is in their answers.
3. Ask some of your friends and family what it is that you do. How are different are the answers?
Do you need to do some work on communicating your brand?