She has a company that has certain parts which are working well.
But she suspected she needed to step back from the daily duties and simply look.
That’s where I came in, for us to discuss what opportunities might be being overlooked for her company and brand, limiting or slowing down growth and expansion.
Brands Have Two Columns and One Answer
Brands can be a problem.
Unless you know this: brand components are either assets or liabilities. If they’re the latter, they are part of the heavy load that drags down the rest.
So assets are in one column and liabilities are in the other column. The only answer you want is, does this help grow our brand or is it holding our brand back from really standing out and attracting new business?
The questions I asked were not uncommon ones.
They tend to be the more routinely overlooked questions I ask CEOs and entrepreneurs who are are looking at their brands and growth.
That’s why I am presenting them here so you too can benefit from looking these over and seeing what is an asset and what is a liability.
7 Questions Brands Must (Sooner or Later)
While these questions are focused on a retail setting, they apply to brands of any sort, whether online, or service, or B2B.
- Isolate who our customers are (including the circumstances they come to you for such as filling an immediate need, or to discover something new and enjoyable?)
- Really isolate your unique offerings and distinctions
- What “special hole” do we fill in our customer’s lives?
- What do we do uniquely better than anyone else?
- What is our Brand Voice? Cool? Confident? Geek-like? Business-like? (Does this voice really clearly differentiate us from the other options our customers have? Does this voice really differentiate us from our competition?)
- What are we passionate about that customers absolutely love?
- What are we passionately opposed to that our customers (also) hate?
Brands will live to the degree you honestly answer the above questions and fearlessly attack what you discover.
Only with the above answers can one design a great brand.
Designing a great brand before answering the above inevitably results in revisiting the brand and engaging in a rebrand to fix what was previously glossed over.
If you need help in attacking those answers, click here and let’s set up a time to speak.