Before the Logo:

Define the Brand

5 questions to clarify your purpose, personality, and audience—then design with intention.
Clarify your vision, voice, and values before jumping into the visual stuff.

1. What do you do and why does it matter?

Describe your product, service, or offering in one sentence. Then, go deeper: what problem are you solving and why should people care?

2. Who are you trying to reach?

Define your ideal customer. Think demographics, lifestyle, values, personality—get specific!

3. What makes you different?

What sets you apart from others in your space? This could be your tone, process, values, origin story, or vibe.

4. How do you want people to feel when they interact with your brand?

Think beyond looks—what’s the emotional takeaway you want to leave?

5. If your brand were a person, how would you describe them?

Are they playful or polished? Bold or understated? List 3–5 adjectives.

Before the Logo:

Define the Brand

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