6 Questions to Help Define Your Brand
- What products/services do you offer? What qualities do they possess? (Is there a quality inherent in the product or service that your competitors haven’t promoted yet?
- What are the core values of your company? Of the products you sell?
- What is your company’s mission? What is your purpose? (It is never about the widgit.) Why do you do what you do?
- What does your company specialize in?
- What is your target market? Who do your products attract?
- Does your company have a tagline? What message do your prospect get when reading it?
A few ideas about these branding questions
The more you think about these questions the better you will define your company, prospects, mission, and a unique way to promote your products and services. Here are a few other ways to think about the above questions. They are based on years of marketing and selling courses taught by the masters.
- Think about this…
Zig Ziglar said that millions of 1/4 drill bits are sold annually. Most buyers did not want a drill, they wanted a hole.
Green Giant used the tagline “picked fresh and frozen the very same day!” They pre-empted the rest of the market by simply stating how vegetables were processed by everyone as required by law. But now they own the freshness position.
- Core values let you tell your client what you can deliver. Do you stand behind your product with a guaranty? support your employees by listening to their ideas and promoting from within? ensure on time deliveries or appointments because your clients’ time is important?
A friend of mine has a glass shop which may be the only one in the area that shows up on time for the appointment. Another friend is a patient of a doctor who never has anyone in the waiting room and sees him within a few minutes after arrival.
What do you do to help your customers? Do you save them time, money, or hassle? Do you provide additional benefits to working with you? Do you steer them to other products or services to enhance their enjoyment?
Find out what is great about your company and tell everyone. As Will Rogers quipped, “It’s not bragging if it is true.”
- Your mission gets you up and sustains you during your day. It can be lofty as the American Red Cross’ or direct as Walmart’s. What gets you excited and why? Do you have a special talent that ensures you help others? Do you have a unique product that solves a problem?
See it and promote it from the customers’ viewpoint.
- Your specialty automatically defines who will want your product or service. Niche marketing is great marketing. Jack Welch improved General Electric by insisting that they “only be in markets where they rank #1 or #2”, forcing the giant company to focus on strengths. What are your strengths?
You can also use the 80/20 Rule (Pareto Principle). Your top 20% or products probably make you 80% of your sales. Keep what you will, but focus on the money makers.
- Your target market gravitates to your type of product or service. If “everyone is a customer”, you will dilute your efforts and marketing budget. Demographics describes your perfect customer in terms of age, ethnicity, gender, social status, education, income level, frequency of dining out, make of car, apartment dweller, etc. Everyone wants something, focus on the people most likely to buy your offering.
Look at your current BEST customers. What do they have in common? How can you get more of them?
- Your company’s tagline should speak directly to your chosen demographic. Nike’s “Just do It” tagline tells the serious athlete and wanna be to go work out (in Nike shoes, sport clothing, etc.). Burger King let’s you “Have it your way”, while BMW is “the ultimate Driving Machine.”