How to build a brand by answering 5 simple questions
By Ryan Kustcher, Published on March 28, 2023
We live in the world of analytics…measurement…optimization. Data reigns supreme, right? In a sense, yes. But over the past 20 years, we’ve worked with brands of all sizes, and the one thing that all the most successful brands have in common is a clear, concise, and compelling brand story that comes down to answering five simple questions.
These questions are so simple, in fact, that you may be compelled to do what many brands do—assume everyone already knows the answers to them. However, they probably don’t. But don’t take my word for it. Ask five members of your organization these questions. It could be your CEO, CMO, CTO, head of sales, the new intern, or even a customer. Gather a cross-section of people, and see if they answer these questions in the same way. If they do, bravo: You are one of less than 5% of brands with elite brand alignment. But if they don’t, fear not. We’re going to walk you through the five simple questions that every brand must answer to be successful right now.
***When you answer these questions, restrict yourself to a one-sentence answer. That’s all you get, and that’s all you need. Anything more is, as they say, less.
Why does your brand exist?
In one sentence, what makes your product/service uniquely interesting?
Who exactly is your brand for?
Why does the world need this?
What are the 4–5 unbreakable values of your brand?
While these questions are simple, answering them is difficult, which is why so many brands skip doing so. But it’s also why it’s so important. Answering these questions allows you to obtain brand alignment. When you know how to get everyone in your organization on board, suddenly everyone knows what to do, how to do it, how to communicate it, and why it’s important. You can then enjoy the process of finding new and interesting ways to take the brand to all the places where you hoped it would go.
FOR MORE DETAILS ON THE 5 QUESTIONS CLICK HERE AND TO LEARN HOW TO GET MORE ALIGNED AS A BRAND, SHOOT US AN EMAIL.
