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What questions do you need to ask when branding your business?

When branding your business, you'll need to spend a time considering what it is you actually want your business to represent. To make things a bit easier for you, we’ve come up with a handy list of questions that you can ask yourself to help give you a place to start.

You will learn

  • Questions to ask about your business culture
  • Ideas for using your competition to define your business brand
  • What brand consistencies do you could share with customers

Creating a brand that your customers will associate with you is not easy. There are lots of different elements that go into branding your business and it can be hard to stay on top of them all, especially when you’re already juggling the day-to-day of your business.

What does your business do?

If you had just 30 seconds to explain what it is your business does, what would you say? Your brand needs to be able to quickly let potential customers know they’d be getting if they interacted with the product or service you’ve got to offer.

What problem do you solve for your customers?

If your business can’t solve a problem or add value for your customers, then they’re not going to buy from you. Make sure you know exactly how you can improve the lives of your customers, it’s absolutely vital to your branding.

Who are your biggest competitors?

If you know who your biggest competitors are, you can learn from what they’re doing well and make improvements against what they’re not quite up to scratch on. Take a look at how they’re branding themselves, you share a market after all, so what’s working for them might also work for you. Use your competitor research to learn, but be careful that you don’t start to copy what they’re doing. Make sure you’ve got a distinct identity and that you’re doing things your way.

What sets you apart from your competition?

Your customers are spoilt for choice, and if you can’t tell them what you’re doing that sets you apart from your competition, they’ll choose them over you. Use what makes you a bit different in your brand, as it will attract a lot more attention from potential customers.

What’s the story behind your business?

What made you start up in the first place? People love to hear stories, they connect with them and show the individual behind the business. You can develop a much more personal and interesting brand for your customers to engage with if you add a bit of heart and soul.

What are your values?

Take the time to consider what your business values are. It will help you define your business stands for, what your philosophy is, as well as set a standard for workplace attitudes, customer service, and other key business behaviours.

Who is you ideal customer?

Knowing who you’re speaking to makes it much easier to develop a brand and a voice that will attract their attention. You can structure your brand and content around their likes, dislikes and use language that appeals to them directly in your branded messaging.

What message or emotion do you want your customers to feel when they think of you?

Knowing how you want people to perceive your business is key to designing your brand identity. Once you know how you want people to think or feel every time they see your logo or think about your business, you can start to shape your messaging to make it happen.

What colours are you going to use in your branding?

Different colours bring different emotions so it’s important that you spend time considering what your brand colours are going to be.

What’s your brand voice going to be?

Think about the tone that you’re going to use whenever you’re communicating with your customers. Are you going friendly, humorous, casual, formal, educational, inspirational…the list goes on? Base your voice on the type of customer you are trying to reach.

What types of images will you use?

Have you got a particular type of image that you’re going to go for in your business? Are you going for quirky, bright, colourful, professional? Find your style and stick to it.


Keep these questions in mind when you’re branding your business to help create a persona for your business that your customers will enjoy and engage with. Use what makes you different to create a story for customers to respond to and develop a consistent style for all your communications.

Creating a brand

Written by:

Beth Ellin

How's Business content writer

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