3 Questions to Help Define Your Brand

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*Contains coarse language. Viewer discretion is advised.

Awareness about the importance of brand strategy has skyrocketed.

Yet still, many businesses and organizations struggle with defining what their brand is.

In this video, we present three simple questions to help you get started with defining your brand.

If you’re building a new brand, these questions can be a helpful starting point to maintain focus.

And if you’re already in business, this exercise can help you re-center if you feel that your brand messaging or creative execution have begun to stray off-course.

3 Questions to Help Define Your Brand

The secret is out. Your brand is important. And considering how many more options are readily available to people, it’s probably more true now than it ever has been.

Yet still, many businesses and organizations struggle with defining what their brand is.

A lot of the time though, the struggle is really a result of over complicating the matter.

Your brand strategy does not have to be complicated. And the fact of the matter is, it shouldn’t be.

So here are 3 simple questions to help you get started with defining your brand.

Number 1. What is the shit that you are selling? And if you are selling lots of different shit, what is your best shit? Or your main shit?

Now this doesn’t have to be clever. It isn’t a slogan and it isn’t a tagline. At this point, you just want to be simple, clear and literal.

Number 2. Who is most likely to want my shit, benefit from my shit, and most importantly, buy my shit?

This is like a 3 part question. Because while lots of people may want your shit and lots may benefit from it; it doesn’t necessarily mean that they’ll buy that shit.

If you’re already in business, use your past experience to help answer these questions.

Number 3. Why do those people – who we identified in number 2 – buy your shit instead of the next guy’s shit?

This is really the key to your brand strategy, positioning and differentiation.

Because whatever your shit is, there is probably an alternative.

By being clear about why those particular people should pick your shit, you make the decision making process that much easier.

While just answering these questions will not produce a comprehensive strategy for your brand, it can be a good starting point to help re-center or regain focus. Especially if you feel like your messaging or creative executions have become distracted, fragmented
or just generally off course.

I hope you found this video helpful and were able to tolerate my gratuitous use of the word shit.

For Philip Agnello Creative Consulting, I’m Philip Agnello

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