Professionally... I’m an annoying toddler!

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You know that phase that every toddler has, between the ages of 2-5 usually, when the only thing they say is Why? ?

Well, that’s what I do. It’s the only way to get to an effective brand strategy.?

Why does your brand exist??

Why do you do what you do?

Why do you do it that specific way??

Why did you choose not to do x??

Why does what you do make a difference for your customers??

Why is that particular outcome important to them??

Why would they choose you over a competitor?

Why does what you do matter beyond the bottom line??

Why is x a problem you are encountering?

Why have you not been able to deal with this problem previously??

Why do you think branding is important?

Why are you different? ?

… you get the gist of it.?

Essentially, like that annoying child, we are trying to understand every aspect of your present business model, positioning and modus operandi. We are trying to get under your skin and get a real insight into you, about the general market, the competition and also your customers’ expectations.?

Why is an incredibly powerful question??

It’s particularly potent whenever we find an area of discussion that our clients appear to prefer not to discuss. Digging into these areas (or as we usually call it ‘pushing the bruise!) helps us uncover genuine issues and that means we can find resolutions. ?

For some clients we’ve uncovered (and been able to find strategies to resolve) considerable roadblocks in their route to market - as well as their ability to connect and serve their desired customers.?

People are often surprised that our brand discovery process touches on any of this stuff. But good brand strategy is all about aligning every aspect of activity, across every customer touchpoint with your values and vision.

This is why your values and vision are the foundation of any good brand strategy. Everything builds from and around those core elements. The best brands use them to build an emotional connection with their audience.

Brand strategy is very similar to business strategy in many ways.

Both will look at many of the same data points.?

Both will usually do some sort of SWOT analysis. They look at the overall market. They consider who the completion are, and what they are doing. How they engage their audience. What their value proposition is - and yours? What benefits are delivered to the customer - both emotional and rational? ?

Then there’s what are commonly referred to as the 7 P’s of marketing: Product, Promotion, Price, Place, People, Process, and Physical evidence.

Good brand strategy, like good business strategy and good marketing strategy, considers all these factors.

Any parent knows how annoying the why questions can be? But they also know it’s driven by the thirst for knowledge. The desire to understand.?It’s only by understanding that we can do our jobs properly.

'Brand' covers much more than the look and feel of a business. It’s the essence of who you are, how you behave, what you do and how you do it. It’s the impact you make on the world around you.

This is why brands matter - and why your brand can be a significant factor when it comes to business valuation.?

It’s worth getting the Why’s asked early and getting your answers locked-in. Have a conversation with an annoying 2-year-old… better yet, book a session with a brand strategy professional. You know Why ... so why not?