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10 Must-Ask Questions To Define Your Brand

by Jelly Shah Tweet - in Brand Identity

define your brand

Last updated on January 25th, 2023

Did you launch your brand a few years back and now realize that it failed to meet your expectations? Then, you must relook at the brand and identify the areas where you are lacking and how you can fix the issues. For that, you must ask your team vital questions and get the answers. And then, you should act appropriately to reposition your brand.

You’re a business owner, and like any other entrepreneur, you also like to thrive, not just survive in your niche market, right?

But every given niche is crowded with thousands of new and established brands, making the market highly competitive, especially for startups with a moderate budget.

Therefore, a consistent vigil over your brand’s performance becomes inevitable. You should make timely improvements to ensure that customers see your brand positively. Note that most businesses do not pay much attention to what is lacking in their brand personality, values, and messaging. They are mostly ignorant about reforming different aspects of their businesses.

A better approach is to define your brand by asking yourself some questions. Then, get your team together to frame a set of questions that are vital to ask to define and redefine your brand.

Here Is Our List Of The Questions You Must Ask When Defining Your Brand

01. What is the purpose of your company?

First, be clear about your company’s purpose. Why does it exist? You should ask this question and get an answer that explains the purpose. Then, find out why customers should pay attention to what you make and sell.

Most successful businesses focus on why their companies exist. They do not worry much about how and what they do. Also, note that knowing why you started the business is a mindset that global companies such as Apple work with.

While knowing what you are creating is easier, why you create is difficult to answer. Know that people buy your products when you make them by keeping why you make those products. This means that your branding efforts should resonate with the business’s mission.

02. What is your story?

You must tell your brand story to the target customers to build relationships. So, what is your brand story? Storytelling is a proven concept to bring people together.

When telling your brand story, focus on one particular individual as the hero. Such a person could be an individual who benefited from your brand and achieved success. It may also be a persona that you created to tell the story.

After all, people love to listen to stories and see those stories as a testimony of your brand. They want to ensure they buy the right solutions to their problems.

Also, note that when you ask that question precisely, your company logo design may require some tweaking to suit your changed narrative or message.

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03. What customers’ pain points do you resolve?

Take a good look at your product or service and analyze if it can address the customers’ problems. Then, ask some questions regarding using your offerings for the customers in the changing times.

You must look at your offerings from the customers’ angle to find out what is missing. Know that people can quickly research similar products online these days. Therefore, sell them a product that addresses their pain points. It should give them an outstanding first-hand experience as well.

To make the offerings useful for customers, first, know your target customers’ expectations from a specific product. Also, analyze your niche market.

04. Why should customers prefer your brand over competitors?

Many businesses are already active in your niche and promote their offerings aggressively. So, you should promptly develop unique products or services valuable to your target customers. Therefore, to stand out in the market, ask why your target customers prefer your products or services as their first choice rather than the similar offerings from competitors.

To answer that question, find out where your competitors lack services, product quality, customer service, etc. Or, know where your range of services is broader than your competitors, which drives customers.

But it doesn’t mean you have to score over your competitors in every field. All you need to do is find a few areas where you can excel in your niche market.

05. How would your employees describe your brand?

How about knowing your brand from your employees’ perspective? After all, they also are consumers, and their opinion can be a sample and a hint of what others think. So, ask your employees how they see your brand and what is their perception?

You can ask them to list five characteristics of your brand while giving their perspective. Then, bring every one of your employees together and ask them to brainstorm to write down those characteristics.

Give them adjectives to help find out those characteristics. For example, you can ask them if your brand is formal or informal, funny or serious, and so on.

06. What is your brand personality?

Find out what human set of characteristics your brand should reflect through your logo. Ask yourself what type of personality your brand is so that your logo expresses it precisely. A brand with a strong and well-defined brand personality is likelier to find people relating to it at a personal level.

For example, the Subway brand has the personality of an optimistic person, while the Apple brand is somewhat rebellious. Taco Bell, a fast-food chain, has a brand personality similar to that of a jester. Recreation equipment maker company REI projects itself as someone who loves outdoor activities.

So, what is your brand personality? Ask this question and come up with a convincing answer. Remember that your brand personality will be the basis for determining your brand voice and brand identity.

07. What is your brand voice?

Your brand voice is the tone in which you convey your brand values and personality. So, decide on your brand voice to consistently send your brand message to a target audience. Remember that you will launch marketing and advertising campaigns to promote your products or services. In those campaigns, your brand voice will matter the most to the consumers to get a picture of what you are offering and why it is essential to them.

So, depending on your brand personality, your brand voice could be simple, considerate, bold, functional, expressive, genuine with a bit of dry humor, muscular, confident, and aggressive. For example, the brand voice of Coca-Cola is friendly, upbeat, and down-to-earth.

Therefore, sit with your team members and find out what voice suits your brand the best. Or, if you already have a voice, analyze to see if a change is required.

08. Which fonts should you prefer?

Brainstorm with your team to understand which fonts will best suit your brand personality. That is a vital question to ask and answer precisely. Keep in mind that graphic designers use the power of fonts to give the design a personality. People come to know about what personality traits your brand follows by just glancing at the typography used in your logo design.

But fonts come in various types, and not everyone best suits all designs. When incorporating a font, you should find out which one best expresses your brand personality. Select one primary font and then a few others as supporting fonts for slogans in your logo.

Here Are The Main Types of Fonts:

  • Serif Fonts – Times New Roman, Georgia, and Garamond: Authoritative, Traditional, Respectable, etc.
  • Sans Serif Fonts – Helvetica, Arial, and Verdana: Modern, Clean, Stable, and many more.
  • Slab Serif Fonts – Rockwell, Courier, and Museo: Bold, Strong, Modern, etc.
  • Script Fonts – Such as Lobster, Lucida, and Brush Script: Elegant, Friendly, and Creative
  • Modern Fonts – Politica, Eurostyle, and Matchbook: Fashionable, Stylish, Exclusive, etc.

09. What should be your brand colors?

Colors are amongst the vital brand identity elements that work by evoking our emotions. So, our choice of colors will determine which set of emotions viewers will express. Brands send the right signals to the target audience by evoking the desired emotions.

Ask yourself and your team members to pick a few colors for your brand identity. But avoid multiple colors as they can make messaging a complex issue. Viewers cannot focus on the design and emotions if your logo has a rainbow of colors. Know that each color stands for a certain bunch of emotions and feelings.

Here Is A Chart Of The Colors and The Emotions We Attach Them:

  • Blue: Trust, Tranquility, Integrity, Loyalty, Intelligence
  • Green: Growth, Freshness, Money, Environmental-Friendliness
  • Yellow: Originality, Energy, Happiness
  • Purple: Luxury, Spirituality, Royalty
  • Pink: Femininity, Playfulness, Compassion
  • Red: Passion, Strength
  • Orange: Originality, Success, Courage
  • White: Purity, Cleanliness, Freshness
  • Black: Strength, Elegance, Drama

10. Does your logo convey your brand message?

Finally, look at your company’s logo and ask yourself and your team if its design is good enough to convey your brand personality, values, and message. Your brand’s logo is your core identity that customers will see across your products or services. They will see the business logo on your marketing and advertising campaigns consistently.

So, evaluate your logo and find out with your graphic designers if its design is relevant to your customers. Can they relate to it, and is it telling your brand story?

If you think the logo design needs improvement, do the needful with the help of professionals who offer logo design services.

While analyzing your logo, make sure it is a unique design that stands out from all the logos you see around your niche. But it should be a timeless design so that you do not have to change it since people get emotionally attached to the logo over time.

Ensure that your logo is a striking design that people can readily recall. So, create a logo in a simple design with one or two colors and fonts. Then, use only a few elements to convey your brand message.

So, these are the main questions you should not forget to ask yourself and your team while evaluating and defining your brand. Then, take the right action in the right direction to make timely improvements. That is how to convey your brand message to your target audience with a purpose.

You may need a new logo and other visuals when evaluating your brand identity. Designhill, a leading global creative marketplace, can help you with the right branding solutions. You can launch your logo design contest at this site and get many unique design ideas from many logo designers in response to your brief. You can then get a memorable logo for your brand in a short period.

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Wrapping Up

To define your brand and where it stands in your niche, you should evaluate it by asking crucial questions. Find out what is your brand story and how it conveys its brand message to your target customers. Next, ask what customers’ pain points your brand solves and why they should prefer your products or services over your competitors.

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I'm Jelly Shah from Australia. I've been designing graphics for the last six years. For further questions you can follow me on Twitter | Pinterest | Google +.



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