Why you should walk away if your branding partner asks these questions
When you're investing in branding, you're not just choosing a colour palette or a logo. You're shaping how people experience your business, understand your values, and remember you. And yet, far too often, branding conversations start with two seemingly innocent questions:
“What colours do you like?”
“What brands do you like?”
At first glance, these may sound like a natural place to begin. After all, branding does involve design. But if these are the first - or only - questions your branding partner is asking, it's time to walk away.
These questions are about you, not your brand. And while your personal preferences might influence the process somewhere down the line, they should never shape your brand strategy.
What they should be asking instead
A skilled branding partner will dig much deeper. They’ll want to uncover the foundations of your business, understand your goals and what makes you tick, and learn about your audience — because that’s where a powerful brand is born.
Here are the kinds of questions that should come up in your first conversation:
What’s your story?
What is your ‘why’? What’s your purpose?
What’s your vision for the future?
What are your short- and long-term goals?
What do you want to be known for?
What values define your business?
Who is your ideal client or customer?
What brands do they associate themselves with? (Think: what they drive, wear, visit, experience, own, or aspire to.)
What do those brands say about them and their values?
How do those values align with yours?
These questions aren’t just small talk — they’re strategic. They help uncover the emotional and psychological space your brand should occupy in your audience’s mind.
Branding done right is rooted in strategy
A branding expert worth their salt will challenge you. They’ll ask tough questions. They might make you pause, reflect, and rethink how you talk about your business. That can feel uncomfortable — but it comes from a place of care and experience.
Their goal isn’t to impose their vision on you. It’s to co-create a brand that resonates with the right people and aligns authentically with who you are. Done well, branding becomes the foundation for building deeper relationships, attracting your ideal clients, and creating meaningful opportunities for growth.
Final thought
So the next time a branding conversation kicks off with “What colours do you like?” — take a step back. The right partner won’t just ask what looks good. They’ll ask what matters. Because that’s where great branding begins.
Ready to build a brand with purpose?
If you’re looking for a partner who will challenge, guide, and dig deeper to help you grow — let’s talk.
Author: Neil Corrigan
Branding and marketing specialist helping businesses grow their client base, market share and turnover.
