Whether you are managing your brand for your company or trying to refine your personal brand, there are five key questions you need to ask yourself. If you don’t know the answers, you need to go find them so that you can create the best messaging with the greatest reach as possible.
Five questions to ask yourself about your brand:
- What’s your brand promise?
A brand promise is what you stand for and what you’ll deliver in a few sentences. For example, the iPod, when it came out it promised three things a) 1,000 songs in your pocket, b) easy to use, c) it will revolutionize the music industry — and it delivered on all of these things. But your brand doesn’t have to have more than one promise, look at Snickers: Snickers really satisfies. It promises more than just satisfying your chocolate craving, it promises to satiate your hunger. Does your brand promise deliver? Tweet this!
- What qualities are unique about your brand?
Figuring out what key traits you offer and how that differentiates you or your brand from the competition will be the key to your messaging. What sets you apart from the competition?Tweet this tip!
- Who is your audience? What is their greatest need?
Your audience cannot be everybody. Many companies make that mistake and say, “Well we want the whole world to use our product.” But that is unrealistic and un-targeted. Targeted marketing will pay off better. Defining what need your product/service fills is the key to targeting your audience. As Verne Harnish has said, don’t define what your customer’s want, define what they need. Because if you satisfy what they want, they will “want, want, want you into bankruptcy if you let them!” Tweet this tip!
- Where do they consume content about your industry?
Where people consume content about your industry will not only help you structure your messaging, but tell you where to promote your content. Do they consume content about your industry on Facebook, Twitter, LinkedIn, or Google+? Do they consume it mostly in newsletters, email, online, or trade publications? Tweet this tip!
- What device do they consume content on?
These days, people consume content on tablets, smartphones, and desktop computers. But how most of your audience consumes your content will help you determine how you display your content. This is why, for example, we have mobile apps for websites. A website on a desktop computer doesn’t always display in an aesthetically pleasing way on a mobile phone. Tweet this tip!
Whatever your brand promise, you need to make sure you can deliver. Were you able to answer the five questions above?