3 Questions Every Brand Must Answer
Branding is one thing: understanding your customer.
There are thousands of ways you can understand your customers, but many companies are stuck figuring out where to begin.
These can be boiled down to three core questions that really get to the root of how a brand and customer interact. If you can answer them, you’ll be in a much better place to start your branding process.
1. What does it say about a person that they use your brand?
At its core, this question is what a brand is. It is a statement about the customer, and it is crucial that, as a business, you know what that statement means.
Customers choose one brand over another because it helps them communicate something to the world and to themselves about themselves. Answering this question requires you to really get inside your customers’ heads and understand what they want to achieve in life and from your brand.
2. What is the ONE THING a person gets from you that they can’t get anywhere else?
In other words, what makes your brand singular and indispensable? The answer to this question revolves around how your brand makes customers feel.
Your brand’s singularity is the essence of your brand that no other brand can own. If your local grocery store stopped carrying your favorite product, you wouldn’t settle for something else. Instead, you’d find a store that still carries it, even if it’s all the way across town.
3. How do you make your customer the hero in his/her own story?
Everyone has a story and everyone wants to be the protagonist of theirs. Being a hero doesn’t mean doing epic things, it’s more about everyday heroism.
Heroism can be as simple as making a dinner that everyone loves, and as a result, you are left feeling competent, happy, and accomplished. Your job is to understand how your brand plays into your customers’ own stories and how it can make them feel like a hero in theirs.