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

2. What pain points does your audience 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.