If you are worried about your brand, answer these five questions and you will have no reason to fear!
Whether you are the day-to-day brand manager of a small start-up, the marketing director of a suite of mega-brands, or the CEO over-seeing a mammoth corporation there are five things everyone needs to know about their brand(s):
1. Who is your target audience?
Why do they buy into your brand instead of others? Are you happy with this being the reason for purchase?
2. What is the purpose of your brand?
Can you explain this purpose in words your neighbour would understand? Is that purpose important and valuable to your target audience?
3. Do you understand the sector that you are operating in?
Who are your competitors and what are they doing? What are the rules of your sector? Is your sector in decline or in growth? If in decline, how can your brand make sure they are not swept up in the tide?
4. Do you know the occasions in which your brand is purchased and used?
Are these occasions in growth or decline? Could you stretch into any other occasions without compromising the brand?
5. Do you, and everyone who works on the brand understand what it stands for?
Are the team all clear on the brand values and emotional personality? The strongest brands are built when everyone aligns this and are inspired and motivated to be a part of it.
If you can answer each of these questions, you are well on the way to crafting a meaningful brand narrative and can sleep easy. If not, then give the team here at Elephants Can’t Jump a call.