Wikipedia defines a brand like this:
A brand is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers.
When we, at Lillian James Creative, sit down with clients to define their brand it’s usually quite parallel to this definition with a bit more thrown in the mix. We’re often shocked at how many business owners truly don’t know or understand their own brand!
Here are the questions we cover during an initial set-up meeting with a client. We encourage all businesses to be able to know the answers to these. Your brand IS your business, it’s your business’s personality, it’s your business’s reputation, it’s everything you’ve worked so hard to build all wrapped into colors, fonts, logos and text.
Here are the questions. Do you know the answers to these for your business?
Easy Questions (you should totally get these right!)
- What is your brand’s logo?
- Do you only have one version of the logo?
- Why did you choose this logo (does it represent what you’re trying to portray?)
- What are the colors your brand primarily uses?
- What are the fonts the brand primarily uses?
- What is the goal of your brand?
- What is the primary product of the company?
- Do you use a tagline?
Harder Questions (we’re expecting you to get at least half of these right!)
- What are the demographic of your customers?
- Who is your main competition?
- Use 3 words that best describe the personality of your brand?
- What makes your brand different than your competitors?
- Why do your clients (or customers, users, members) choose you?
Hardest Questions (But you should still know this if you’re expecting to grow your company and brand)
- Where is the brand headed?
- What does the future (of your industry) look like, and what role does your brand play in it?
- What else should be known about your growth plans?
- What makes your capabilities, services, and team unique ?
- What separates your product from the direct competitors in the future?
- Why do your clients (or customers, users, members) continue to choose you?
- Does your public reputation match your ideas of your brand and company?
Once your business can answer all of these questions you are on your way to growth! Defining who you are as a company helps with everything from marketing to business planning to forecasting.