This is probably the funnest part of creating a business. Your brand is what lives and breathes. It is how you connect to your customers. It is how you find your business voice, both internal and external. The exploration around this sifts out the questions and fills you with clarity.
When we started the food truck business, our designers made us play a game where we had to choose words that resonated with us. They had piles of little cards that we could choose from. At the end we were only left with three words and those became our identity. I used a similar method with Guddog and wrote down all the words that felt right.