Elvira Fernández
Elvira Fernández
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Elvira Fernández

10 questions for a clearer brand

A short guide by Elvira Fernández

Before changing a logo, a website or a message, it pays to answer a few questions honestly. These ten follow the same order I work in: understand first, then define, and only then express.

Answer them in writing, in short sentences. If one is hard to answer, that is usually where the work is.

Discover

Understanding the business, who it serves, and the gap between how it is seen and how it wants to be seen.

  1. What problem do you solve — in your clients’ words, not yours?

    HintCollect literal phrases from emails, reviews or conversations.

  2. Who is your brand for and, just as clearly, who is it not for?

    HintSaying “no” to an audience is a brand decision too.

  3. What do people who barely know you think of you today? And what would you like them to think?

    HintAsk three people outside your team.

Define

Finding a clear direction and turning it into principles that guide decisions.

  1. If your brand disappeared tomorrow, what would your clients miss?

    HintWhat they would miss is probably your real difference.

  2. What do you do differently, and how can you prove it?

    HintA difference without proof is an opinion.

  3. Does your offer fit in one sentence that someone outside your industry would understand?

    HintTry it in the Lab: “Your positioning, in one sentence”.

  4. Which three impressions should people leave with after every contact with you?

    HintThree words are enough; more than five no longer guide anything.

Express

Giving that direction shape through identity, communication and experiences.

  1. Do your website, proposals and social channels look like they come from the same company?

    HintPut them side by side and look at them as a new client would.

  2. Do your visual choices — colour, type, images — follow an idea, or a preference?

    HintIf you cannot explain why, they are hard to keep consistent over time.

  3. Who looks after the brand’s consistency once the project is over?

    HintA brand is built in weekly decisions, not only at launch.

What now?

If an answer left you with more questions than certainties, that is a good place to start. I can help you sort them out and turn them into a clear direction for your brand.

Write to info@elvirafernandez.com or via elvirafernandez.com/en/contact

Creative thinking. Intentional impact.