The 7 Questions I Ask My Clients to Uncover the Story Behind Their Brand
These seven questions are designed to pull out the defining moments and values that have shaped who you are.
Most people can’t answer these on their own. They’re deep, they’re strategic, and they require guided exploration. They’re also the reason story-driven brands stand out so quickly.
What experience in your life shaped a core belief you bring into your work today?
This uncovers the why behind your brand.
It reveals value systems, motivations, and the deeper reason you do things differently.
Why this matters:
Your values mean nothing without context. This question uncovers that context.
What’s a challenge you’ve lived through that changed how you see yourself, others, or your industry?
People trust brands that demonstrate earned wisdom, not just claimed expertise.
Why this matters:
This question pulls out the resilience, empathy, and insight your audience needs to understand about you.
What turning point in your life or career shifted the way you show up professionally?
This is where you uncover the moment something clicked. The point where “before and after” starts.
Why this matters:
Your audience wants to know the human story behind your approach, not the corporate line.
What misconception about your industry frustrates you and how does your personal story prove there’s a better way?
This is where you step firmly into your authority.
Why this matters:
Positioning. This question clarifies your stance, your philosophy, and why your perspective is different.
What quiet achievement (not a big milestone) are you genuinely proud of and what does it reveal about you?
Most people overlook their quiet wins, but they’re often where your real character shows.
Why this matters:
Quiet achievements build trust because they show discipline, consistency, and humility.
What personal qualities do the people in your life see clearly that your audience hasn’t seen yet?
This reveals the traits people naturally see in you. The ones that shape how you lead and serve but rarely show up in your marketing.
Why this matters:
People trust what they can see. Highlighting these qualities adds depth and relatability, helping your audience connect with you faster.
What story from your life do you keep returning to because, in some way, it explains who you are today?
This is the north star question. It almost always reveals the emotional truth behind your brand.
Why this matters:
This becomes the anchor of your brand narrative.
It’s the story people remember you for.
If you’re ready to go deeper with your story and start using it in your marketing, I can help.