5 Key Questions to Get Brand Clarity
It’s easy to see why branding is often overlooked, but crafting a compelling identity can save you time, money, and effort in the long run.
Hey folks! Quick update before I launch into today’s post. I recorded my first-ever video tutorial walking through the back-end SEO Substack settings for paid subscribers. This is visual walk-through of what I shared in this free post a few weeks ago, but it includes a few more tips that you can use to craft your SEO headlines and descriptions. I invite you to check them both out!
Now onto today’s post…
So many of the solopreneurs, small business owners, authors and other creators I meet struggle with branding—or skip it entirely. They kick start their ventures with remarkable ideas—a standout product, pitch, book, or service—and a deep-seated desire to share their expertise or make a difference. But they often underestimate the significance of branding and miss out on this crucial opportunity to define their platform or business. There are reasons why branding is often overlooked, and I’m going to explore them here, along with why it shouldn’t be skipped. Plus, I'm going to share the key questions you need to answer to gain clarity around your brand.
Which comes first, branding or marketing?
First up, let’s talk about where branding fits in with the overall marketing picture. Branding comes first as it establishes the foundation—the identity—upon which you build your marketing. But branding and marketing can often be drafted hand in hand. Too often, they are overlooked for more tactical needs, especially in the early days of a business when sales are sorely needed. What owners fail to see, though, is that failure to create a brand identity or marketing plan, often ends up costing more time and money in the long run.
Why branding gets skipped over
A lot of times business owners view branding as a ploy to sell products, and nothing more. No one wants to be sold to, and we can all spot sleaze a mile away! That’s why it’s so important for your branding to reflect your values. When branding comes from a place of authenticity, it’s seen as a value. It's not about tricking or manipulating people into buying; it's about genuinely helping them discover things that enhance their lives. You have brands you love. Why? Because of how they make you feel, what they stand for, and how they’ve helped you.
Another reason branding gets skipped is because owners often aren’t able to articulate what they stand for or what their products help people do, especially in the early days. This isn't a knock on them but a reflection of them simply looking at their product through one vantage point—their own. Also, they sometimes don’t have a good grasp of who would want their offering and what problem it’s solving for. As a result, they struggle to understand their unique value proposition, what they’re bringing to the table, and how it’s different from others within their space.
Finally, there's often reluctance among business owners to define their brand identity for fear it will limit their reach. They incorrectly believe casting a wide net will allow them to appeal to as many people as possible. In reality, this lack of clarity actually hinders their ability to attract anyone. Without a clear identity, consumers struggle to understand what sets the business apart from competitors or why they should choose it over alternatives. By clearly articulating what your brand stands for, who it serves, and what value it provides, you enhance your ability to connect with your target market on a deeper level. They see how your offering fits in their lives!
What happens when branding gets skipped
Instead of delving into the branding questions, business owners often launch straight into tactical necessities, such as creating a website and social media presence. But without the foundation of the branding—or a cohesive marketing plan—they’re often just filling in the blanks with copy or leaving branding decisions to the web designer, who may not consider their client’s voice and personality. The next hire is often a social media contractor, who—again, without brand guidance—brings their own interpretation to the table, which, most likely looks nothing like the website. This lack of clarity leads to brand confusion across platforms and often leads business owners to rely on individual contributors who don't have the full picture or understand overall business objectives.
Quick aside: If your web designer isn’t doing a brand audit or even basic SEO as part of their services, this is a major red flag. I continue to be shocked by the number of people who claim to be web designers but don’t have the first clue about branding or SEO.
Why branding is important
Branding is the soul of your business or platform—it's who you are, what you stand for, and how you connect with your audience. A well-crafted brand goes beyond selling—it fosters trust, cultivates connections, and speaks directly to your audience's needs and desires.
However, a well-executed brand goes beyond providing clarity and consistency—it establishes trust and connection, it helps target the intended audience, understand why they care about, and how the product/service/solution benefits them. Marketing supports the brand, not the other way around. Yes, there’s overlap between them, but one is working toward the other. Branding is who you are (or who your business is). It clearly identifies the problem being solved and speaks to the person who benefits from it. Marketing amplifies your brand's message, reinforcing its essence and purpose.
I hope I’ve convinced you here that branding is essential for any business or individual looking to make a lasting impression with their target audience. It's not just about selling a product or service—it's about crafting your identity and creating a meaningful relationship with those you seek to serve.
Now it’s time to ask the hard questions
How strong is your brand? Are you clear on your identity? If you’re not, what’s stopping you? If you’re inclined, I’d love you to share these in comments.
5 key questions to get brand clarity (plus a few more to consider)
In answering these questions, you will get the clarity around your brand identity and messaging that will form the backbone of your marketing plan.
By the way, these questions can be used to position more than just your business. They can be applied at a product or even project level. If you want to create a newsletter or plan to write a nonfiction book, they can help you get clarity that will help set the course for the project.
Here are the five key questions you should ask yourself to craft your brand identity
What inspired me to start my business or pursue my passion?
What are my core values and beliefs?
Who is my target audience or ideal customer?
What pain point does my product or service solve for them?
What makes my brand unique from others?
After you can answer those first questions, here are a few more questions to help you get even more dialed in with your brand
What is the story behind my brand? How did it come to be? (This is great content for your website about page!)
How do I want my audience to perceive my brand? What emotions or feelings do I want to evoke?
What are the key characteristics or personality traits of my brand?
What visual elements (colors, fonts, imagery) represent my brand? (This is the foundation of your identity and can be used across channels to build stickiness.)
What is the overall message or promise that my brand delivers to customers?
By asking these critical questions and diving deep into your personal brand, you can shape an interesting narrative that resonates with your audience and elevates you and your story. Remember, branding is not about limiting your potential; it's about clarifying your message, amplifying your impact, and forging authentic connections. Dare I say, it can also be fun to figure out how you want to show up and represent yourself!
Now it’s your turn. What did this post bring up for you? What did you learn today? What did I miss? How does your perspective differ from mine? Leave a comment to share your thoughts and examples to expand the conversation!