Brand Strategy Tips: 7 Questions Your Brand Strategy Should Answer (Before You Even Think about Design)

When most people think about brand strategy tips, they immediately think of design—the logo, the colors, the website. It feels fun, exciting, and like the logical first step. But your brand’s visual identity is only one part of the equation.

A strong brand is built from the inside out. And it starts with clarity on who you are, who you serve, and why your work matters.

When I work with clients on brand strategy and identity, we take a holistic approach. We define the messaging and the visual identity together, so everything aligns—your messaging, visuals, and long-term strategy. The goal is a strategic brand that gives you a clear, confident path forward, not just something that looks good on Instagram.

So when new business owners reach out for brand strategy tips, I always tell them the same thing: focus on your foundational messaging. At the heart of that messaging are 7 foundational questions. If your brand strategy can answer these clearly and confidently, everything else becomes easier, from marketing to messaging to growth. Here’s a rundown of the can’t-skip questions your brand strategy needs to answer.

Question 1:

Why do you exist?

AKA Your Brand Mission

Mission. Purpose. Cause. Passion. Calling. Whatever you call it, your mission answers the ultimate “why” question: why does your brand exist? Your mission should capture what you currently do but also leave room for aspiration and growth. The reasons you exist can be both personal and customer-centric. It’s ok if part of your reason for existence is your own desire for professional autonomy and personal growth.

Some questions to consider when establishing your mission:

• Why did I start my business?
• Why haven’t I quit my business? In other words, what keeps me on the path of entrepreneurship despite the challenges and obstacles I face?

Question 2:

Where are you going?

AKA Your Brand Vision

If your mission is about now, your vision is about what’s possible.

Vision statements are allowed to be big. Aspirational. Slightly intimidating. They give your brand something to grow toward.

And here’s the important part: visions can evolve. Revisiting yours annually is not only normal—it’s smart.

Ask yourself:

• What does my dream life look like?
• Where do I see my brand in five years if there were no external barriers to success?

Question 3:

What do you hold dear?

AKA Your Core Values

Your core values act as a decision-making compass.

They help you determine:

• Who you work with
• What opportunities you pursue
• What boundaries you uphold

The goal isn’t to list every value you admire—it’s to distill your beliefs into 3–5 non-negotiable principles that guide how you show up.

Distilling all of your values into 3-5 distinct core values can be challenging, so try starting with the prompts below:

• Think of someone you greatly admire. What qualities do they embody that you find inspiring and worthy of emulating?
• What’s your #1 pet peeve? Why does it drive you crazy? What action/trait/value is the OPPOSITE of your pet peeve?

Question 4:

Who do you live to serve?

AKA Your Ideal Customer

Knowing yourself is only half of brand clarity. The other half is understanding your ideal customer.

When you clearly define who you serve, your messaging becomes sharper, your offers become stronger, and your marketing becomes more effective. This isn’t about excluding people—it’s about intentionally attracting the right ones.

Some questions to consider when defining your ideal customer include:

• Why do your customers seek you out? In other words, what problem do you help them solve?
• Think of your favorite customer that you’ve worked with in the past. What were they like? Why did you love working with them?

Question 5:

What do you provide your ideal customer?

AKA Your Core Offerings

This may seem obvious, but defining your core offerings – i.e., what you offer your customers – should be part of your branding process, especially if you are just starting your business or pivoting your brand.

Your core offerings can and should evolve over time as you improve your services, launch new products, or find your niche. However, knowing your core offerings (while planning new launches or growth in the background) helps ensure you can deliver clear, consistent messaging to your ideal customers.

Defining your core offerings can start with questions like:

• What do I do well?
• What products or services can I deliver with confidence, excellence, and ease?

Question 6:

What makes you YOU?

AKA Your Unique Value Proposition

Unless you invent flying cars or harness the power of time travel, chances are your business is not revolutionary. And trust me, I mean that in the best way possible. In fact, the world is full of impactful, life-enhancing brands that fulfill the otherwise mundane needs of their customers.

The unique value you bring to the world is…YOU! Your story, background, experience, and perspective are what set you apart from others who provide a similar product or service.

When articulating your unique value proposition, it’s helpful to look beyond the product or service you offer and ask questions like:

• What experiences shape how I approach my work?
• Why do people choose me over someone offering something similar?

Question 7:

How do you and your customer intersect?

AKA Your Brand Script

A brand script synthesizes all of the information defined in the above questions into one succinct message. Think of this as the ultimate, repeatable message that identifies your customer, their problem, and how your brand helps solve that problem.

For more background of the concept of a brand script and why it is such a key piece of your overall strategy, click here. Or better yet, grab a copy of Donald Miller’s Building a Storybrand for the ultimate crash course in telling a brand story that matters. This is seriously the #1 thing I recommend to anyone starting a brand or business.

Why These Questions Matter

When your brand strategy answers these questions clearly, your brand stops feeling scattered and starts feeling intentional. You make decisions faster. You communicate more confidently. And your brand becomes something people understand and trust.

If you’re craving that kind of clarity for your brand, you don’t need more trends or templates. You need a strong, strategic, intentional foundation. And that starts with your messaging. 

Thanks for reading!

I hope the these brand strategy tips and prompts help you think about your own brand strategy in a more profound, meaningful way. And if you need a partner to guide you through the branding process, I’d love to help. Book a Brand Discovery Call →