Branding

These 10 Questions Will Reveal If Your Brand Has a Soul

Most branding focuses on logo, color, voice, & vibe. These 10 questions go deeper into the identity, empathy, & emotional signal of your business.

Dan Gamito

• 1 min read
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If your brand can’t answer these questions clearly, you don’t have a brand - you have a logo and some packaging.

Most people think branding is about fonts, colors, or a catchy tagline. But real brands - the ones people trust, refer, and come back to - are built around clarity of identity, empathy, and emotional resonance.

I’ve used these questions in brand workshops, audits, pitch decks, and even in C-suite interventions. They’re designed to cut through the noise and reveal what’s really driving (or confusing) your business.

Use them as a gut check - for your company, your personal brand, or your next product launch.

10 Soul-Checking Brand Questions

  1. What pain do you remove that people are afraid to admit they have?
    Most brands solve problems. Great brands solve unspoken ones.
  2. Who are you for - and how would your best customer describe themselves?
    Don’t describe your demographic. Describe their self-perception.
  3. What are you helping them believe about themselves?
    Brand loyalty isn’t about utility - it’s about identity reinforcement.
  4. What emotion is safe to feel around your brand?
    Do you make people feel clever? Understood? Ambitious? Unashamed? Accepted?
  5. What specific transformation do you make obvious and repeatable?
    This is the essence of product-market resonance.
  6. What makes your offer more believable than your competitors’?
    Testimonials? Origin story? Outcome proof? Simplicity? Pick one.
  7. What do you teach them - or help them unlearn - before they buy?
    Brand trust builds in the education layer, long before the CTA.
  8. How would your biggest fan describe you to someone else - in a single sentence?
    If it’s not repeatable, it’s not scalable.
  9. What does your brand help people escape?
    Boredom, shame, overwork, self-doubt, corporate noise, manipulation?
  10. Why does your brand deserve their attention?
    Attention is a cost. Earn it with something deeper than vibes.

How to Use These

  • In brand workshops or founder retreats
  • As onboarding prompts for copywriters or marketers
  • To audit a product launch or course positioning
  • In a way-too-hot shower when you forget what you do for a living

Need help distilling your brand into something more honest, persuasive, and human? Reach out here.