When we’re stuck, we often start by looking for answers and solutions, not asking questions. Yet, it's by asking questions that we’re able to get closer to the heart of the problem.
This temptation is the same when positioning our brand. Often picking the best pieces from our competitors and combining them into what hopefully becomes something much better. But this never works, because what we’re left with is a brand that’s figured out the surface but has little substance to back it up.
For substance, we need questions:
What type of product or service does your brand offer? Who’s the audience that would buy what you have to offer? What are your brand’s values and aspirations? What type of environment will your brand be marketed in? What other brands are competing within this market?
The list goes on…
Those questions might not leave us with a definite answer, but they will leave us with a better understanding of the problem. And it’s from that understanding our brand truly begins to take shape.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?