Five Approaches to Discover Your Creative Brand


Last week I posted that a brand is what makes you burn. If you didn’t read it yet, check it out then come back here. You can’t communicate your message clearly if you don’t know what burns inside you.

So what if you’re unclear about your brand? Here are five sets of questions I have developed for getting at the brand, in no particular order.

1) Documentation.

  • Do you have current documents on corporate values, vision and mission?
  • Are they valid?
  • How did you get to where you are now?
  • What’s right, wrong, or missing in your current documents?

2) Data.

  • What are your current sources of data? Surveys, existing and/or new metrics?
  • Who is your current audience or “tribe”?
  • Who is your aspirational base?
  • What does data say about them in terms of demographics, psychographics, spirit-graphics?
  • What are the differences between these two?
  • Who can you reach that no one else can reach?

3) Problems.

  • What is failing right now?
  • What is working but only in a mediocre way?
  • What is your current source of “un-peace” (i.e., what bothers you most about your current reality)?
  • What bothers you most in the environment where your people (audience, market) live?
  • What bothers you most in the broader culture?

4) Story.

  • What is your origin story?
  • Why did you start?
  • Is this original source of “un-peace” still valid?
  • What has changed today? Is it still valid? Have you strayed too far from it?
  • What is the meaning of your name?

5) Image.

  • What images figure prominently in your current presentation of self?
  • Why are they chosen? Is there any intentionality to them?
  • What images of speech (metaphors) do you commonly use in describing self to others?
  • What is an Image of “Success”? Do you have a person or story that you point to and say, this is how it should be? Why that person or story?

These questions should give you the insight you need in order to begin to form your brand.

About the Author

Len Wilson

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Christ follower. Storyteller. Strategist. Writer. Creative Director at St Andrew. Tickle monster. Author, Think Like a Five Year Old (Abingdon).