Every business needs to understand the fundamentals of branding. You need to have a clear understanding of the way that your brand will stand out from your competitors, and create value for your customers. Branding is one of the key factors that define a company's image in the minds of its current and potential customers. If you know how to ask the right questions about branding, you will make better decisions about what you are selling, how you are selling it, and how to communicate this effectively to your customers. So, let's look at these branding questions together!
1 - Do you have a well-defined brand compass?
While it's unlikely that you're literally lost, you might be a bit confused about where your business is headed. When things start to get foggy, it's time to take a step back and ask yourself: Do you have a well-defined brand compass? A brand compass is built around a foundational set of anchors that guide your company in everything you do. Having a clear sense of direction is critical to the success of your business. Without it, you may find your company drifting in an unfavorable direction without even realizing it.
2 - Do you know your target audience?
Most successful companies, large and small, have one thing in common: they know their customers. Really well. The only way to build a successful business is by building relationships with your customers — and that starts with understanding who they are. Knowing your target audience goes beyond knowing simple demographic information like age, gender, location, and income level. It means understanding what makes them tick, what motivates them to buy products, and where they hang out online.
3 - Is your brand differentiated from the competition?
If you take a look at some of the top-performing brands, they all have one thing in common–they are distinct and clearly stand out from the competition. A brand that is differentiated from the competition–meaning that it’s unique, has a clear brand proposition, and is relevant to consumers–will always be more successful than one that doesn’t. The importance of differentiating your brand can’t be stated enough!
4 - Do your employees understand your brand?
As a leader of your company, you need to ensure that the people on your team understand the value of your brand. It’s easy to assume that everyone in your organization understands what your brand means, where it came from and how they are supposed to represent it. But this isn’t always the case. If you have employees who weren’t around when your brand was created or who aren’t familiar with marketing, they may not have a full understanding of what it means. This can lead to inconsistent messaging and branding that doesn’t reflect the values you want to portray.
5 - Is your brand relevant?
You have probably heard the phrase "old school" to describe a person or business that's stuck in the past, unable to adapt to modern trends and technology. Every year, new brands are born: Startups launch, existing companies shift direction, and products come and go. We live in a world where the only constant is change — and if you're not ready for it, your brand will quickly be left behind.
6 - Is your brand consistent?
The best brands are consistent. You can tell they're the same brand no matter what they're selling, or where you find them. Think about a brand you love — Apple, Nike, Amazon, Coca Cola. They use the same logo, colors, and fonts across all of their products and marketing materials (even on social media). Their messaging is always consistent with their overall brand promise. They don't randomly change it to fit whatever new product they're launching. And that consistency helps customers trust them to deliver the same great product or experience every time.
7 - Does your brand architecture make sense?
A brand architecture strategy should be the backbone of your company. It's a tool that helps you understand who you are and how others see you. Your customers know more about your brand than you might think — and it's more than just your logo. Well-defined brand architecture can help you build your mission statement, values, and vision for the future, and if done right, will make all the difference in creating an iconic company.
8 - Is your marketing effective?
If you're asking yourself this question, you're not alone. One of the most frustrating moments for a marketer is finding out that the tactics you've been using aren't working and you need to rethink your strategy. If you're getting more leads, more sales, and better results (whatever they may be) than before, then yes, you are being effective in your marketing efforts. But if you don't know the answer to that question, it's time to start measuring your results.
9 - Does your visual identity capture your brand’s essence?
In order for your brand to make a great first impression, you need to make sure that your visual identity is in line with your company’s offerings. You want your visual identity to convey who you are and what you’re all about. A strong brand identity can help customers quickly understand what your business does and what differentiates it from the competition. It also helps you build trust with customers and allows them to connect emotionally with your business.
10 - Is your brand well-maintained?
As with a house or a car, you need to maintain your brand. It needs regular attention, or it will become unappealing and start deteriorating. You need to periodically evaluate your brand, and make improvements and repairs as needed. Keeping your brand updated and cohesive across all channels is key to its success.
Branding can be one of the most important decisions you make for your company. If you succeed, it can lead to more business, increased revenue, and a host of other benefits. On the flip side, if you fail, you may face backlash from customers and the media that can be damaging to your company's reputation. As a result, it's important to make sure that you ask yourself these ten branding questions before jumping into your new identity. Only then will you have a better idea of what to expect.