Although some marketers won't ever admit to it, there are a lot of questions that often need answering but don't actually have one. Or maybe there are just too many. You could drive yourself crazy looking to pinpoint that perfect answer when, odds are, an "I don't know" is likely the most honest one.
How do you make an "I don't know" actionable? You believe in something.
An unwavering belief in specific principles that won't change with the tides is essential to building a successful brand because it's these core beliefs, not the zillions of questions without answers, that are the blueprint for a marketing strategy.
P.S. Your customers will share these beliefs.