Designing a visual brand for your business is fun and satisfying!

But before you dive into fonts and colors, there’s a few questions that you need to answer to ensure that your brand is not only stylish, but strategic too!

When I design a visual brand for my clients, I first take them through my comprehensive design process to ensure that we’re making the best decisions for their business brand. This process includes a Brand Clarity Workbook to help them zero in on their vision + values + VIP customer, all of which are essential to building a strong brand.

While I love beautiful design as much as anyone, I also know that it’s equally important that your brand speaks to your ideal customer and helps you reach your business goals. Otherwise, what’s the point, right?

To get you started, I’m sharing 5 of the most important questions you need to answer before you start designing your visual brand. This will help guide the design direction so that you can make decisions that will support your business goals!

5 questions you need to answer before designing your brand

1. What is your goal for your new brand?

What are your business goals and how does your new brand fit in with reaching those goals? In other words, what are you hoping to achieve with your brand.

2. If you could describe your business in one sentence, what would it be?

Are you able to simplify everything you do in your business into one sentence? This will really help you get to the core of what you offer and what makes your business stand out.

3. Who do you help and what problem do you solve for them?

It’s so important to know who your ideal customers or clients are? What do they like/dislike? What are they looking for? Where are they looking? The more information you have about your ideal customers, the better!

4. What would you like customers to say about your business?

Ideally, what would your dream customers say about you or your business after working with you or purchasing your products? What will be the highlight of their experience with your business? What will they remember?

5. How would you like customers to feel when interacting with your business?

Finally, let’s touch on the emotions that you’d like to convey with your brand. How do you want your customers to feel at every point--from first seeing your post on social media or landing on your website, to purchasing your products or services and beyond?

Once you’re clear on these questions, you’ll have a much greater understanding of what you need from your visual brand, whether you DIY your brand or hire a designer. Keeping these questions in mind as you move through the design process will ensure that you’re not only designing a beautiful brand experience, but also an effective one!