A logo is usually one of the first things a new founder wants to create. It makes the business feel real. But starting with design before defining the business often leads to a brand that looks polished without communicating anything specific.

Before opening Pinterest or contacting a designer, answer these five questions:

1. Who is this business for?

“Everyone” is not a useful audience. Identify the group most likely to need the product, understand its value and pay for it.

2. What problem are you solving?

Describe the problem in the customer’s language. Do not begin with the product’s features. Begin with the frustration, desire or unmet need that makes the product relevant.

3. Why should someone choose you?

Your answer cannot simply be “better quality” or “good service.” Identify the meaningful difference: convenience, specialisation, accessibility, speed, experience, price or point of view.

4. How should the brand feel?

Choose three clear characteristics. “Modern, professional and premium” is too generic. “Calm, intelligent and slightly rebellious” gives the creative work much more direction.

5. What do you want to be known for?

Customers may encounter ten different messages from your brand, but they will remember one or two. Decide what those should be.

Once these decisions are clear, the logo, colours, language and website can express something real.