- Who or what is your brand? Could you describe it to a six year old?
- What makes your brand great? What do you tell people first?
- Who are your target buyers? Who are your targets for marketing? Are they the same people? Are you sure?
- What “mental real estate” are you able to own/rent/lease in the mind of your stakeholders?
- Can you connect emotionally with your stakeholders? What emotions are behind customer purchases of your brand’s products/services?
- What is your “brand vision”?
- What practical benefits are associated with your brand?
- How do you position your brand against competitors?
- Does every single element (look and feel, content, packaging, delivery, presentations, displays, etc.) of your branding strategy integrate with one another? Consistently? Really!?!
- How much time and resources are you investing in your ongoing branding efforts?
- Are all of your stakeholders able to tell your brand story?
{ 4 comments… read them below or add one }
Nice post Arthur – lots of questions and all worthwhile. I wonder though if targeting is as effective today across all marketing platforms?
Mark,
Thanks for your comment. I think targeting has become more difficult across marketing platforms. Social media often has much less information available — profiles are not as robust. Not true in every case, but some of the most popular platforms (twitter) often have little beyond location as an available profile mechanism. That said, there are profiling/segmentation tools that are much more behavioral in approach. In my #3 above, I was more generally saying that often a buyer is not the same as a user and that marketing messages are often not well targeted.
ahg3
I’m going to ask a really tough question, based on your excellent post…
How many of our clients and their key stakeholders actually remember their brand vision, brand story, brand position, promise, values, personality, etc.? One year after our work is finished? When I say clients, I’m especially thinking of the technology clients, not the Cokes and Starbucks of the world who inherently grasp the importance of brand to their business success or failure.
All the best,
Axle Davids,
Toronto
What emotions are behind customer purchases of Branding?
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