A brand is not a brand until it has a clear idea about who it is, what problem it solves and why it’s different from its competitors. Before any (credible) graphic designer can design a brand logo, or any (credible) web developer can develop a website, or any (you guessed it, credible) agency can put a campaign together, these 3 points must be considered.
If you don’t know what I’m talking about, then here are a few pointers to get you on your way. In marketing terms it’s called a Brand Positioning Statement, or a Promise of Value. Answer these questions to find out what makes you unique, what gives purpose to your brand and differentiates you from your competitors.
Business Description – Who are you? What do you do?
Purpose – Why does your business exist? (Besides making money)
Vision – Who and where are you in an ideal world? What does good look like?
Brand USP
- What is your unique focus within your niche that is difficult for competitors to copy?
- What is the benefit to the customer?
- What makes you different from your competitors?
- What do clients value about your service?
- What benefits do they get?
- How is working with you a better experience than working with anyone else?
Features, Attributes, Benefits
- What are you noticed and remembered by?
- Features: what is tangibly true about the business/brand?
- Attributes: what does this mean?
- Benefits: what is the end benefit to the customer? Emotionally, how will they feel when engaging with your brand? What will they talk about with their friends?
Essence: 2-3 words that describe the ‘soul’ of the business
Brand Competitors – Who offers something similar to you, whether directly or indirectly, or competes with share of time and pocket?
Target Audience
- Who is the audience you connect with and where are they?
- What are they into?
- What excites them?
- Why would your brand strike a chord with them?
- Who can you best help?
- What are their wants and needs?
- Which differentiators compel them?
- How can you reach them?
Brand Offering
- What are the promises your audience responds to?
- What is their problem? What is your solution?
- What pain do you remove and what pleasure do you create?
Brand Tone – What is your language and tone of voice?
Give it a go. Remember, this is not a once-off process, but as your brand grows and develops, your promise of value will too.
