The six questions you need to ask to turn your business into a reputable brand

Are you looking to build your brand identity as a start-up or established business? Harness the power of expert branding knowledge with the business philosophies of Design thinker, author and creative, Kevin Finn. By the end of this article, you’ll understand what it takes to deliver value to your audience and turn them into loyal customers.

Our Canva experts have compiled Finn’s six essential questions you should be asking if you are serious about becoming a recognizable brand.

Gain an understanding of why logos aren't enough and why having a ‘brand’ is a long-term goal rather than a starting point.

A logo can help foster trust with your audience. But, it’s your brand which gives your logo value. In other words: a brand is who you are and how you behave — logos and branding are how you look and how you’re recognized.

Your brand is what other people say about you when you're not in the room. It's the sum of all the individual associations, experiences and perceptions people have of your business.

A logo is simply a shorthand visual reminder of all these things. It's a way to instantly communicate who you are and what you stand for.

So, when it comes to branding, it's important to remember that your job as a business leader is to manage the gap between what you say you are and what your customers say you are.

It’s important to note, a business is not a brand from the start. It becomes a brand when customers recognize its relevance, use it as a benchmark in the industry, or connect with it as part of their personal identity. For this relationship to flourish, the business must continue providing tangible value to customers through products, services and experiences. Making your brand a long-term goal.

Now, let’s put pen to paper and ask the questions every business should define for success.

Defining your value proposition is key for achieving success in business.

Focus on how you can provide an experience for your customers or solve their problems, thinking in terms of your unique brand ‘benefits’ versus product ‘features.’ Your products can easily be replicated by other vendors, whereas the benefits of your brand are based on deeper, sometimes intangible value.

For example: How do you meet the needs of your customers? How do you provide an elevated experience? How do you improve their lives? This value should show why you are superior to other businesses.

Instead of only looking at age demographics and customer segments, think about who your customers are as individuals. Are they purpose-driven, care for the environment, or time-poor and seeking convenience? It’s important to consider what issues they may be facing and try to find a way to help them solve it.

Establish a concise core message that you want your customers to know and remember. Whether it is informative or a call to action where you’re asking them to do something, ensure that it is crystal clear. Clarity in communication will ensure that your customers understand the purpose of your message.

Understand your customers' value, who you are addressing, and the message you are conveying. Then, determine what method is best to reach your customers. Ask yourself if they prefer personal interactions, digital-only experiences, or community events in order to maximize the impact of your message.

Understand your customers' value, who you are addressing, and the message you are conveying. Then, determine what method is best to reach your customers. Ask yourself if they prefer personal interactions, digital-only experiences, or community events in order to maximize the impact of your message.

How will your customers gauge whether or not you are able to meet the promises you make? Show them evidence that you can live up to what has been promised, so they can visualize your business being a solution for their unique needs and problems.

Most businesses have the instinct to respond from their point of view and not their customers. The answer to this question is the same as question one, because customers and audiences are always asking: what’s in it for me? If you aren’t delivering a high-value product or service, it’s unlikely audiences would miss your brand if your doors closed.

By defining the value you provide, your target audience, clear messaging and appropriate marketing channels backed by real testimonials — you will be well on your way to crafting a seamless customer experience with products relevant in people’s lives.

Not all businesses are brands. In fact, most aren’t and that’s okay. Finn’s line of questioning is meant to get you into a brand mindset in order to create an experience that surprises and delights clients. Actions speak louder than intention. Having the right mindset will allow you to offer new and meaningful solutions for your customers, and over time, will create brand recognition and loyalty.

Take your learning one step further by defining your core brand values and personality here⁠(opens in a new tab or window).