You’ve just been asked to help bring your company’s brand into the 21st Century. Yipee? People with backgrounds in Marketing, Advertising and PR know it’s not always as fun as it sounds. Especially when the process involves asking the same old branding questions that result in the same old non-distinct answers.
But help is here. Take a look at these five questions and see if you can answer them for your company. (Even if you can’t you’ll look like a genius presenting them)
1. Purpose: What would we be if we were a movement instead of a business?
2. Principles: What will we always do and what will we never do? (“A principle isn’t a principle until it costs you money.” Bill Bernbach)
3. Positioning: What about us is authentic, exclusive, and mesmerizing?
4. Processes: What does the way we operate say about us?
5. Place: What does the way we look say about us (offline and online)?
Granted, it’s a little weird. But it works. We adapted it a few years back from a great guy, Tim Williams, and his book Take a Stand For Your Brand.
What do you think?
John Jantsch has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies.
Super questions because they make one really think. Do we really have a brand or are we just a face in the crowd. If I conclude just a face. Then what actions will create a brand? HA! that is really the $64,000 dollar question. Dan
I think #1 is the MOST important. Many people, especially today, keep talking about how the best companies and brands have a purpose beyond making money. Look at Zappos, Google, Apple. All the bests. Now look at GM, Circuit City, and American Airlines. What is their purpose?