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BRAND COMPASS

Great websites start with direction.

In just 12 questions, our Brand Compass exercise helps you set the direction for your business — the problem you solve, the people you serve, and what makes you different. It’s the first actionable step to creating a website or marketing strategy that generates results.

Download Brand Compass Pack

Includes free workbook and AI master prompt

Identify the problem

These questions help you uncover the real challenges your customers face — not just what they say they need, but what they truly struggle with and why it matters.

1
What challenge or frustration do your customers face that you help fix?
You can’t market clearly unless you know the exact problem you solve.
2
How does this problem make people feel? (e.g. stressed, stuck, confused, wasting time)
People act to remove frustration, not just to buy a thing.
3
What’s causing the problem — what keeps it happening?
Knowing the real cause helps you stand out from others who only treat the surface.
4
Why is it important to fix this now — what happens if they don’t?
Shows the cost of inaction and make your message urgent.
5
What do people try instead, and why doesn’t it work well enough?
This defines how you’re different and why your way is better.

Define your audience

These questions help you define exactly who you’re speaking to — the people who feel your problem most and care most about solving it.

6
Who are the people or businesses that feel this problem most?
Clear focus beats “we help everyone.”
7
What kind of person or business are they? (e.g. job, size, location, revenue, lifestyle)
Helps you reach them where they already are.
8
What would “success” look like for them once this problem is solved?
Describing their “win” helps them picture the benefit of working with you.

Clarify your offer

These questions help you define what you offer, why it matters, and how it stands out.

9
What exactly do you sell or provide that solves this problem?
Clarity beats cleverness — say it simply.
10
How does your product or service make life easier?
People buy outcomes, not features.
11
What’s the main reason to choose you over someone else?
This is your value proposition in one sentence.
12
How can you prove you’ll deliver what you promise?
Trust drives conversions.
FREE RESOURCE

Brand Compass Pack

The Brand Compass Pack includes a downloadable workbook with every question and hint — ready for you to complete right away. It’s completely free to use.

Bonus: AI Master Prompt
Use our pre-built AI prompt to work through the Brand Compass exercise with ChatGPT or Google Gemini. It’s packed with guidance and examples to help you build your Brand Compass step by step.
Download Brand Compass Pack

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