What are the three questions you should be asking about your brand?

Transcript

Brand and brand strategy can feel elusive.

But this does not need to be the case. Actually, there should be very sharp truths underlying the components of your brand.

Here are three questions to ask about your brand:

Resonance: Does your brand promise resonate with your customers? Do your customers want the promise that you bring? Are you solving a problem that they’re motivated to solve?
Ownable: Is your brand promise distinctive and ownable to your business? Is there something about your strengths that allow you, uniquely, to make and deliver on this promise?
Truth: Do you have the conviction and the will to deliver on your brand promise? And do you have the conviction and the will to continually improve your ability to make your promise ever more true?

Is your brand squishy and muted? Are you hiding?

Remember, brand is the most powerful tool there is for creating economic value. But, in order for it to do so, your brand promise must be customer resonate, ownable to you as a business, and 100% true.