09 Feb 4 questions every brand should be able to answer
Whether you’re a start-up or have been established for some time but undertaking a branding refresh, to set the business up for success there are some key points to consider when it comes to branding.
From being able to define your brand personality to knowing your customer personas, these are the areas that underpin the very essence of your company. The following areas discussed in this post form the foundations of the business with every other aspect of your business being guided by understanding who you are.
If you can’t pin down any of the following questions, maybe it’s time for a brand review…
Who are you?
This is where your vision and mission statements come in. You should be able to define your brand purpose, and this acts as the north star for all your operations. Defining who you are helps you to understand why you do what you do.
One way to answer this is to think about your company in terms of being a person – how would they be described? It is important that you are able to answer this question in a short succinct sentence that people can easily remember. If you can’t then this diminishes your brand’s potential and ultimately its profitability.
Who needs to know?
Once you know who you are, you need to be able to understand who you are talking to.
Have you thought about what kind of people your brand would hang out with if it were a person? This is where personas can be really useful to help focus your communications. These help you to build up a profile of the different types of people that make up your customers and how to best connect with them.
This also applies to employees and internal communication as well. Once you’ve defined values, vision and mission you should have a clear idea of the type of culture you want your brand to have and this in turn will help to attract employees who share those ideas. Check out this post for more on this area.
How will they find you?
By now you should be able to pinpoint who your customers are and the tone of voice they will be expecting. With that in mind you can now develop a marketing plan that will help your customers find you. Refer back to your customer personas – the channels you use to communicate with pensioners is likely to be very different to those used to target young families.
Make it your mission to be where your customers are so you can deliver engaging and focused brand communications.
Why should they care?
For a business to be successful you need to put your customers front and centre of everything you do. Companies shouldn’t be driven purely by profit – your customers will see through this straight away and turn elsewhere very quickly. Having a great product isn’t enough anymore. You need to be able to show that it delivers a valuable experience that will benefit your customers as well as also ensuring that they feel involved in your brand story.
They want a product that helps them to survive, look good or feel good, saves them money or all of that. Combine it with great looking branding and excellent service and you’ll develop a base of loyal customers who return time and time again.