The 6 Essential Questions Iconic Brands Ask |
The 6 Essential Questions Iconic Brands Ask |
Want to build an iconic brand? Start by asking the right questions.
These six questions are a starting point—they are designed to spark deeper thinking around your brand’s role in the world, and why it matters now.
They help brands and the leaders behind them unlock greater trust, stronger recognition, and more purposeful growth.
Before you begin:
Grab a pen and paper—you’ll want to jot down your answers.
How it works:
Rate your brand from 1 to 10 for each question. Be honest—this is for you.
Scoring Guide:
1–3 → Needs Work
4–6 → In Progress
7–8 → Strong
9–10 → Best in Class
Section 1: From Passive, To Purposeful
1. How confident are you that you have a clearly defined purpose?
2. How do you feel about the steps you’re taking to future-proof your brand?
Section 2: From Invisible, To Impactful
3. How confident are you in your brand’s relevance and distinctiveness?
4. How aligned is your brand’s messaging with your customer’s needs?
Section 3: From Uncertainty, To Understanding
5. How easy is it for your customers to quickly recognize your brand?
6. How quickly and completely is your brand understood at all levels of your marketing and customer touch points?
Make Sense Of Your Scores
Add up your scores for each section. Which one is lowest? That’s likely your brand’s biggest opportunity.
Low score in Section 1 → Purpose Block:
Your Brand Needs Deeper Alignment
Your brand may be out of sync with its core reason for existing. Reconnecting with your authentic purpose and future vision will unlock trust, relevance, and long-term direction.
Low score in Section 2 → Identity Block:
Your Brand Needs a Clearer Voice
If your visuals or messaging aren’t reflecting your full value, it’s time to elevate your brand language, identity, and storytelling. The right words and visuals help your brand stand apart—and stick.
Low score in Section 3 → Consistency Block:
Your Brand Needs Cohesion
Your brand may be understood in pieces but not as a whole. Strengthening consistency across platforms, channels, and teams will create a more memorable, trustworthy experience at every touchpoint.