15 Questions on Branding to Ask Yourself Before Building a Brand and Choosing a Branding Agency

Developing a solid brand identity is one of the most critical parts of the business. It sets the tone for your customers, influences their brand perception, and shapes their experiences. Choosing a branding agency to help establish your brand presence is integral to this process. That’s why you should understand what makes a great brand before making any decisions.

Whether you are just starting a business or want to strengthen your existing brand identity, here are 15 questions about branding to ask yourself (and the potential agency):

1. What are the purpose and mission of my brand?

Your brand should always have a purpose and mission that is clear and distinct. On top of your brand’s story, these set you apart from your competitors, so it needs to be well-defined, memorable, and consistent. Whatever your industry, your purpose and mission should be unique.

2. Who is my target audience?

Knowing your target market can help you develop a better branding experience for them, making it easier for your target customers to identify you and purchase from your company. When deciding on a target audience, consider factors such as age, gender, location, interests, budget, etc. Once you have identified your buyer personas, it will be easier to craft effective marketing strategies tailored to their demographic and psychographic profiles.

3. What is my brand’s core message?

Your core message should be the foundation for your branding and marketing campaigns. It should embody what makes you different from your competitors and why customers should choose to buy from you. Your core message will guide your branding efforts, so ensure it reflects who you are and why people should work with you.

4. What is my brand personality?

Your brand’s personality is a collection of character traits that reflect your company’s culture, values, and mission. It helps establish an emotional connection between your customers and your brand, allowing them to remember you easily. For instance, your personality may be more sophisticated and luxurious if you are a high-end fashion brand.

5. What are the core brand values of my company?

Your core values should be reflected in everything you do and should guide all aspects of your branding. They should also align with your target audience so customers can easily identify. You may tell your brand stories all you want, but if your core values are unclear, customers won’t be able to connect with them. Consider what is important to you as a business and decide on 3-5 core values that accurately represent who you are and why customers should choose you.

6. What is the most effective way to communicate my message?

This is among the essential questions to ask about branding, wherein you must decide which channels are the best for conveying your message and connecting with potential customers. This will include a combination of traditional and digital strategies, such as:

  • Print
  • Radio
  • Television advertising
  • Social media
  • Email campaigns
  • Search engine marketing (SEM)

7. What differentiates my brand from the competition?

Your branding should clarify why customers should choose your product or service over other businesses. This could be in terms of quality, cost-effectiveness, customer service, innovation, etc. Knowing what sets you apart from your competitors will make it easier to create an effective branding strategy that gives customers a compelling reason to choose you over them.

8. How do I want people to remember my brand?

Consider how you want people to think and feel when they see or hear about your brand. It should evoke positive emotions and create a strong connection, making people more likely to use and recommend your products or services.

9. What design elements should I use to create a solid brand identity?

How do you want your branding to look and feel? Create a unique visual identity that stands out from other brands in the same industry, such as brand colors, script fonts, logo designs, etc. Your branding agency can help you create an effective strategy for creating and using these visual elements.

10. How will I measure my branding success?

Your branding efforts should be measurable so that you can track their effectiveness over time. Consider which metrics or KPIs (key performance indicators) are most important for measuring your success and decide on ways to track them. You can then use this data to refine your marketing strategy and ensure that they are achieving the desired results.

11. Are there any legal considerations I need to keep in mind?

Ensure you understand the local, state, and federal laws related to branding and marketing. This is especially important when dealing with copyright or trademark issues and protecting customer data. Working with an experienced branding agency can help you navigate these legal requirements to ensure compliance.

12. Who are my main competitors?

Before you create your branding strategy, you must understand who your main competitors are and how they position themselves in the market. Research their marketing efforts and look for any areas where you can differentiate yourself from them. This will help you create a more effective strategy that resonates with customers.

13. What is my budget for branding?

Creating a successful branding strategy often requires investing money into different tactics, such as social media advertising or content creation. Consider what resources are available to you and decide on a budget for each activity to ensure your efforts are successful.

In fact, this is also one of the important questions to ask a branding agency before hiring, as most offer packages with different pricing levels.

14. What is my brand voice?

Your brand’s voice will be essential to how people perceive your business. It should convey your company’s values, personality, and mission in a way that resonates with customers. Consider your target audience and create a tone and style for your messaging that speaks to them.

15. What is my long-term vision for my brand?

It’s important to have a plan for the future of your brand. This could be expanding into new markets, launching new products or services, or revising existing offerings. Clear goals and objectives will help you create an effective branding strategy to support these long-term plans.


Your branding strategy should be an ongoing process that evolves and adapts to changes in the market, customer needs, and your objectives. Regular reviews and audits of your efforts can help you stay on track and ensure that your brand remains competitive.

By answering this brand identity questionnaire, you will be well on your path to creating a strong brand identity for your business. A reputable branding agency will use all this information to create an effective plan tailored specifically to your company’s needs.