3 Questions Your Brand Must Answer
Most people understand that brands are more than just logos. Your brand is also the answer to a series of questions that deals with more than just what your business does or the product it sells.
You’ve likely heard of the concept popularized by Simon Sinek of “starting with why”, which explains the value of businesses being in touch with and being able to communicate the purpose behind their brands. Starting with why is a foundational piece of business and brand strategy because it is how businesses explain their behavior.
In our brand strategy and design work with a number of businesses, we have uncovered three additional important questions that build on “starting with why”. Starting with why speaks to our own motivations and focus, but these three questions refocus our brands around our clients and their needs and goals. This focus helps create a valuable differentiation, and allows us to center branding efforts around how the brand shows up and speaks out for those customers. To achieve sustained success, it is critical for your brand to provide these answers.
WHY THEM?
Why have you chosen your target customer/audience? What makes you certain that you have a viable, valuable solution for this client?
This question has everything to do with your customer. It underscores the importance of knowing who your service or product is for. If you cannot answer this question adequately, your customer will find someone that can. What do you have to offer this customer that is provably and meaningfully different from your competitors in a way that benefits them? The truth is, you could attempt to sell your service or product to anyone, but you’ve chosen a particular type of customer.
Once you identify your target audience, your brand will be expected to show up for this audience.Many times, the business owner has the problem, so they can speak from experience. Other times, they have conducted extensive research, observation or focus groups/interviews with members of the target audience, and they’ve come to empathize with their challenges that way. In any case, an in-depth understanding of the customer and why you have targeted them is a question that you will have to answer.
WHY US?
What makes your business/brand not only different, but also better? Of all the options that are available to your customer, why is your brand the best choice?
Once you’ve identified who you are serving, then you can focus on how you are able to serve them in ways that your target customer will value. The reasoning behind this question is to get your brand to speak to why they are the right choice. This speaks to why you are the right solution. It’s one thing to understand and respect the problem faced by a community. It’s another thing to act on the belief that you have the solution for their problem.
This goes directly to value proposition, one of the core components of your brand strategy. If you have not developed a VP or it is underdeveloped, you will struggle to prove why you are the right solution. If you have developed one and have tested and refined it in the marketplace, you will be able to not only make a convincing case for your solution, you’ll be able to make that appeal over and above your competitors, who also believe they have the right solution.
When you’ve correctly identified the right problem for the right customer, and presented the case of your right solution, there is only one big question remaining that your brand must answer.
WHY NOT?
Why should your customer acquire your services/products to help them with their problem at this moment? How do you address and overcome objections, so customers buy confidently and consistently?
This one is about risk. Every prospective customer making a buying decision has to consider risk. Brands need to help customers to minimize risk and maximize reward. This means putting before the customer what they have to lose (if they don’t decide) and what they have to gain (if they do make a positive decision). You must show, tell and convince them that they will be taking an unnecessary risk, either delaying or choosing a different option. Branding is about helping customers make the right choice in a sea of options. Right alongside “why not?” is “why not now?”—making the right decision at the right time for the customer. Without manipulation, but still convincingly, you must show how you have the answer to their questions.
In summary, these are the three questions that every modern brand must answer if it wants to obtain and sustain success with its customers. How well is your brand answering these questions? If you need help, Enthuse Creative is here to help you.
Enthuse Creative Can Help
Enthuse Creative can help your business ask and answer the right questions to help your business grow. Reach out to us today for a free consultation.
