10 questions for new businesses embarking on brand identity design



The brand strategy for your new business should always be mapped out before starting any logo design work. This is because the strategy will help you and your designer get a clear idea of what the brand should look and feel like.


From there you’ll be able to create an identity to suit your brand and niche. In order to do this, you will need to be 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 the most important question to ask yourself when starting a new business. It's so simple, but many new businesses will overlook who they are actually here for.


The clearer you can be on who your customer is, the easier it is to build a brand style and messaging to resonate with them. You will be able to understand their pain points and answer them in your website and marketing copy.

Be really specific on who you are trying to attract because it will help you understand them and be able to talk directly to them.

Pin point demographics and psychographics – their age, gender, 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.


Once you’ve defined WHO you want to help, you can define WHAT you want to help with, and find an area to niche in. If you’re a life coach for example, define the specific problem you want to help people with.


If you are too broad with your message, you will attract no one. But if you narrow things down as much as possible to be really targeted with your messaging, it will help you to resonate with the right audience.


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