“86% of consumers say authenticity is key when deciding what brands they like and support.” If that stat made you pause, you’re on the right track because building a brand is about more than just a logo or a snappy tagline. It’s about creating something real, something that resonates. So, if you’re ready to take your brand from meh to memorable, here are the key questions you should be asking before building—or rebuilding—your brand.
1. Why Does Your Brand Exist?
Sure, every business wants to make money, but what’s your reason for being? Ask yourself, what problem are you solving? Why should anyone care? Having a clear purpose sets you apart and gives customers a reason to choose you over someone else. It’s your “why,” and it drives everything else.
A good example is TOMS Shoes. Their brand purpose isn’t just about selling shoes; it’s about giving back. With every pair purchased, TOMS donates a pair to someone in need. This gives their brand meaning beyond the product and resonates deeply with socially conscious customers.
When you identify and define your brand’s purpose, you’re setting the stage for everything from your messaging to your marketing.
2. Who Are You Talking To?
If you’re talking to everyone, you’re talking to no one. Get specific about your target audience. What are they into? What keeps them up at night? Where do they hang out online? Once you know who you’re talking to, you can tailor your message, tone, and look to fit. Speak their language, and they’ll listen.
Creating buyer personas can help with this. Let’s say you’re launching a luxury skincare brand. Your target audience might be women aged 30-50 who prioritize self-care, have disposable income, and care about clean beauty products. Knowing this allows you to craft a message that resonates and gets results.
3. What Are Your Brand Values?
Customers today want to support brands that align with their own values. Are you eco-friendly? Do you put people over profit? Your values aren’t just buzzwords; they should influence how you operate and interact with your customers. Be clear about what you stand for—it builds trust and loyalty.
For instance, Patagonia’s commitment to environmental sustainability is a core value that drives its entire business model. From using recycled materials to advocating for climate policy, their brand values are consistently reflected in their actions, creating a loyal customer base that shares these values.
4. What’s Your Brand’s Personality?
Picture your brand as a person—are they funny, serious, quirky, or sophisticated? The personality of your brand defines how you speak to your audience and how you make them feel. Think of brands like Nike (motivating) or Dollar Shave Club (humorous). Your brand’s personality should shine through in every interaction, from your social posts to your customer service.
For example, Apple’s brand personality is sleek, innovative, and cool. You see this in everything from their minimalist designs to their product launches and advertising campaigns.
5. What Makes You Different?
Let’s be real: competition is fierce, and your brand needs to stand out. What makes you the choice for your audience? This could be your unique product, killer customer service, or even the vibe you bring. Find your unique thing, the thing no one else does quite like you, and shout it from the rooftops.
Your unique selling proposition (USP) is what sets you apart from the competition. For example, Warby Parker disrupted the eyewear market by offering stylish, affordable glasses online, while donating a pair to someone in need for every purchase. Their USP is affordability, style, and social impact—all in one package.
6. What’s Your Story?
Everyone loves a good story. Why did you start your brand? What challenges did you overcome? People connect with stories because they’re relatable. When you share yours, you’re not just another company—you’re human. And that builds connection. Let your story shape how you communicate with your audience.
Take Airbnb, for example. It started as a way for the founders to make extra cash by renting out their apartment. That humble beginning evolved into a global platform that lets people connect through shared travel experiences. Their story has a clear narrative of growth and connection, which resonates with travelers looking for authentic stays.
7. What Does Your Brand Look Like?
Your logo, colors, and fonts are the face of your brand. They need to represent your personality and values at a glance. Keep it simple, memorable, and flexible enough to work across all platforms—social media, website, business cards, you name it. This is how your audience recognizes you instantly.
Think about Coca-Cola’s iconic red and white color scheme or Nike’s swoosh logo. Both are simple yet instantly recognizable. You want your brand’s visuals to have the same effect.
8. How Does Your Brand Sound?
Tone of voice is just as important as how your brand looks. Are you casual, formal, playful, or professional? Your tone needs to align with your brand’s personality and appeal to your audience. For example, a law firm might go for something professional, while a coffee shop could keep things friendly and relaxed. Stay consistent with how you “sound” across all your communications.
For instance, Innocent Drinks is known for its friendly, conversational tone. Their labels, social media, and website all maintain the same playful, down-to-earth voice that makes customers feel like they’re chatting with a friend.
9. What Emotions Do You Want to Evoke?
Good brands make you feel something. Whether it’s excitement, trust, or nostalgia, emotions play a huge role in why people choose one brand over another. Think about how you want your customers to feel when they interact with your brand—on your website, in-store, or scrolling through Instagram.
Disney, for example, evokes a sense of wonder and joy. Their brand is synonymous with magic and childhood memories. This emotional connection is what makes customers loyal for life.
10. How Will You Keep People Coming Back?
It’s easier (and cheaper) to keep a customer than to find a new one. So, what’s your plan for building brand loyalty? Maybe it’s a killer loyalty program, a personal touch with each order, or a strong community vibe. Find ways to keep people engaged and coming back for more.
For instance, Sephora’s Beauty Insider program keeps customers returning by offering exclusive deals, birthday gifts, and points that can be redeemed for products. It’s a simple but effective way to build loyalty and keep customers coming back.
11. How Will You Adapt?
Let’s face it, the market changes fast, and so do consumer preferences. Your brand should have room to evolve without losing its core identity. Keep your ear to the ground, listen to feedback, and be ready to pivot when necessary. Brands that can adapt stay relevant—and successful.
Look at Netflix. It started as a DVD rental service but pivoted to streaming as technology and consumer habits changed. Today, they’re not just a streaming platform; they’re a content creator, producing award-winning shows and movies. That adaptability is why Netflix remains a leader in entertainment.
Final Thoughts
Building a brand isn’t just about creating something pretty—it’s about creating something meaningful. By asking these questions, you’re laying the foundation for a brand that’s authentic, memorable, and built to last. Whether you’re starting from scratch or giving your brand a fresh new look, make sure every decision is intentional. Your brand has the potential to connect deeply with your audience, tell a story that resonates, and create loyalty that lasts. So, start with these questions, and get ready to build something amazing.
