Questions for Your Brand
August 13, 2009
Why?
That is the best question a business owner or marketer can ask before spending money on marketing. “Why” is answered by having a strategy; a plan for where your brand is going and how you are going to get there. Without a strategy, companies will drift between various tactics and campaigns; wasting time, money, and momentum. They also tend to resort to clichés or gimmicks to try to get their point across. An effective Brand Strategy eliminates all of these concerns by helping to focus on the true purpose of branding - inspiring people to fall in love with you.
In addition to “Why?”, here are 14 others questions to ask yourself about your brand:
· What is the reality of your brand?
· What is the idea behind your brand?
· What makes you truly unique and different?
· Who is your audience – and why should they care?
· What are we going to say?
· How will we get the word out?
· How will we generate new business?
· How will we inspire our employees and customers to talk about you?
· What tools and resources do we need?
· Who will do the work?
· How will we drive costs out of marketing?
· What is your budget?
· How will we collect data?
· How will we prove results?
In this era of transparency and hyper-connectivity, no one can create your brand; your brand already exists. The best brands focus on amplifying what they really are – and communicate it through “fat free” messages, effective tactics, and measurable results. Oh - and if you think social media is a quick fix for a crappy brand, it is not.
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