Why does your current audience trust your brand?
What do they need to know before they trust you with their most valuable assets: time, money, followship, etc?
What feelings do you want your online presence to evoke? (e.g.: warmth, friendliness, reassurance, alive, energetic, comfort, or excitement. Sample brand attributes might include caring, honesty, humor, professionalism, intelligence, technological savvy, trendiness, sophistication, reliability, and/or trustworthiness)
What feelings do you NEVER want your brand to evoke? (e.g.: urgency, dependance, scarcity, unworthiness, unhealthy, overwhelm, lacking, inequality, jealousy, oppression, dominance, etc)
Are there any design decisions that you don't want to see? Ex: pop-ups, countdown timers, specific colours, fonts, etc