• Gemma

10 important brand strategy questions to ask yourself before starting on logo design



Your brand strategy should always be mapped out before starting any creative work on a logo design and brand identity. This is because the strategy will help you and your designer get a clear idea of what the brand should look like. From there you’ll be able to work with a designer to create an identity to suit your brand and niche. In order to do this, you will have to get crystal clear on a lot of aspects, so here’s the 10 most important questions to ask yourself when embarking on this journey:


1. Who is my audience?

This is top of the list because everything you build into your brand strategy will need to be based around your customers likes and dislikes. Every decision you make will need to resonate with the personas you build here, be really specific on who you are trying to attract because it will help you understand them and be able talk directly to them more easily. You will need to pin point demographics and psychographics of your customers – their age, gender, financial security, brands they follow, social media they use, what they like and dislike. It’s really important to be as specific as you can to help define the rest of your strategy.


“When you speak to everyone, you speak to no one” - Meredith Hill

2. What pain points do they have?

What do they need help with, what are their concerns and worries –


3. How is my business going to solve customers issues?

Knowing this will help you answer your customers pain point issues and really help your brand resonate with them. You can use these in your marketing, website copy and also blogs or social media posts which will help towards your website’s SEO.


"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well." - Jeff Bezos


4. Who are my competitors?

Look at the companies offering similar products or services, what do they have in common and what are their differences.


5. How will my solution differ from theirs?

Differentiation is top of the list on what is going to give your business the leading edge in your market. If you are offering people the same as everyone else your brand will be invisible. If you can differentiate, it will also help people remember your brand.


6. What is my brand personality and will that resonate with my audience?

Make sure you align your brand’s tone of voice with your audience. Remember their mood and pain points you are helping with. Do you need to be empathetic or formal, high energy or calming. How do you want people to think and feel about your brand.


"Build something 100 people love, not something 1 million people kind of like." — Brian Chesky, Co-Founder & CEO, Airbnb


7. Where will I reach my audience?

Your audience demographic will depend on where you can reach and engage with them. Will it be through your website via a blog will you share those on Facebook or Linkedin etc.


8. What is my brand’s market and value position?

Are you offering a high end product with a higher price point than competitors, or a budget option. If you are positioning your brand higher than your competition, you will need to show why your product or service is more expensive. Think about telling your customers what value they will gain from it.


9. Is there anything I want to avoid when communicating my brand’s message?

Identify things you dislike and want to avoid, phrases or messaging that won't resonate with your audience or portray your brand correctly.


10. Is my brand name correct and will it connect with my audience?

A brand name will normally be given at the very start of the brand building journey, which is why it’s important to revisit the name choice at the end of the strategy stage. Now that you have a clear picture of who you are targeting, why and how – it’s a good idea to check that your brand name will resonate with your audience.