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  • Writer's pictureSabrina Varela

Brand strategy research questions: A guide for business owners

Updated: Mar 27, 2023

strong brand identity

Building a brand that is rooted in strategy is one of the most important things you can do for your business. A well-crafted brand strategy can help you connect with your target audience, differentiate yourself from the competition, make smarter decisions, and build a solid brand identity.

But where do you start?

What questions should you be asking yourself?

Here are 5 questions to get you started:

1. Who is my target audience?

Before you can build a brand that resonates with your customers, you need to know who they are. Who are your ideal customers? What are their demographics, psychographics, and buying habits? What problems are they trying to solve, and what motivates them to make a purchase? The more you understand your target audience, the better equipped you'll be to create a brand that speaks directly to their needs and desires.

Analyze your existing customers: Analyze customer data to identify patterns and insights that can help you understand who your customers are and what motivates them to buy.

Create ideal buyer personas: To define your brand's ideal target customers, it's important to create buyer personas that capture their key characteristics. These personas should cover demographic information, such as age, gender, income, and education, as well as lifestyle factors. Additionally, it's important to understand their pain points and how your product or service can help solve their problems.

2. What is my brand's personality?

Just like people, brands have personalities too. Your brand's personality is the set of characteristics that define your brand voice, style, and overall vibe. Is your brand serious and professional, or fun and playful? Is it traditional or modern? Masculine or feminine?

Identify your unique characteristics - they are your superpower. Your exact combination of creativity, insight, and experience is unique to you. Tell your brand's story. Define your brand's value proposition. Understanding your brand's personality is key to creating a consistent and memorable brand experience.

3. What are my brand's values?

Your values are the principles that guide your business and shape the way you interact with your customers, employees, and community. What does your brand stand for? What are your core beliefs and mission? Understanding your brand's values can help you create messaging and visuals that align with your purpose and vision.

Here are a few examples of brand values:

  1. Innovation: Brands that prioritize innovation value creativity, new ideas, and constantly pushing boundaries. Characteristics include a willingness to take risks, a focus on experimentation, and a dedication to finding new and better ways of doing things.

  2. Sustainability: Brands that prioritize sustainability value environmental and social responsibility. Characteristics include a commitment to reducing waste and carbon emissions, using eco-friendly materials, and supporting fair labor practices.

  3. Customer Service: Brands that prioritize customer service value putting the customer first. Characteristics include excellent communication skills, attentiveness to customer needs, and a willingness to go above and beyond to ensure customer satisfaction.

  4. High Quality: Brands that prioritize quality value excellence in their products or services. Characteristics include a commitment to using high-quality materials, attention to detail, and a dedication to continuous improvement.

  5. Diversity and Inclusion: Brands that prioritize diversity and inclusion value creating an environment where everyone feels welcome and respected. Characteristics include a commitment to hiring a diverse workforce, promoting equality and fairness, and creating products and services that are inclusive and accessible to everyone.

  6. Trustworthiness: This brand value emphasizes the company's commitment to being honest, transparent, and reliable. It is often associated with companies that are accountable, dependable, and committed to delivering on their promises.

  7. Community: This brand value emphasizes the company's commitment to building and supporting a strong sense of community among its customers and stakeholders. It is often associated with companies that are involved in local initiatives, events, or charities, or that offer opportunities for customers to connect with each other.

4. Market Research questions: Who are my main competitors?

To stand out in a crowded marketplace, you need to know who you're up against. Understanding your competitive landscape can help you differentiate yourself and build a brand that stands out.

When doing a competitive analysis you don’t want to look at your competition as a benchmark of where your brand needs to be. Instead, just take a moment to notice how they are presenting themselves, what’s working, what isn’t working, and if there are any common themes within your industry that feel overused. Pinpointing these things will help you discover new ways to make your branding stand out from the crowd and clearly separate you from everyone else.

5. What are my goals?

Finally, it's important to understand what you're trying to achieve with your brand strategy. What do I want to accomplish strategy? What are my long-term goals? By defining your goals up front, you can create a brand strategy that supports your overall strategy and helps you achieve success.

These are just a few of the questions you should be asking yourself when creating a brand strategy. The more thought and effort you put into it, the better positioned you'll be to build a strong and lasting brand that connects with your customers and drives business success.


Ready to create a brand that truly resonates with your ideal customer? Whether you're launching a new brand or refining an existing brand we will dive into research and develop a strategy that hits the mark.

Get in touch today and let’s create something amazing together!


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