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.