8 questions every brand should be able to answer

How does your message differ from your competitors? What motivates your customers? If you can’t answer these questions, your brand is in danger.

Most small and medium-sized businesses start trying to understand their market positions and brand messaging when it’s too late.

They only think about what are perhaps the most critical questions when it’s time to write copy for their websites, an ad or a brochure.

What’s worse is they only take the exercise so far. They tend to ask and answer the easy questions: What do we do? How do we do it? What makes us special?

But the easy questions will only get you so far in influencing an audience to truly care about your company and be motivated to pursue a purchasing decision of some kind. Purchasing decisions are more complex than what you do or how you do it, and every competitor in the landscape too often answers “What makes us special?” the same way.

Here are the questions you forgot to ask about your brand:

1. “Who is our ideal customer?” Is your ideal customer the one that makes you the biggest profit, is your most frequent purchaser, or a joy to work with?

2. “What does that customer look like?” Consider geography, demographics and, perhaps most important, psychographics.

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