Nine common brand questions
1.
Is our positioning optimal?
Positioning is the process of clarifying what your brand is about and differentiating it from others. Through more precise positioning, or repositioning, you can create new business opportunities and make your current competition irrelevant.
2.
What can a purpose bring to our organization?
A clear purpose is one of the things that sets most successful companies apart. Today’s consumers are much more likely to choose a company if they identify with its purpose.
3.
How do we develop our offer?
The 7P model makes it easier to develop commercial offers and brands. The model can help you:
1. Increase differentiation
2. Clarify your offering
3. Develop the value of your offering
4. Optimize pricing
5. Improve the customer experience
6. Refine your service
7. Communicate effectively
4.
How can we present ourselves more clearly to the market?
Your identity should reflect how you want to be perceived by customers and other stakeholders. You can make great gains by refining your brand identity to help you communicate your capabilities and align more precisely with market requirement.
5.
How do we make communication more efficient?
Every day, your company sends out thousands of signals and messages. These must work together consistently to achieve the desired effect. A messaging platform is a simple and effective way to help you align and streamline communications.
6.
How do we get the whole organization involved?
A sense of belonging, pride, and responsibility is vital in creating involvement and engagement. One of the keys is to have clear brand values that can unite everyone with a shared purpose.
7.
How should we work with all our product names?
If you have many brands, you need to organize them to work coherently in the market. This can help to increase your clarity and presence. It’s important to research which portfolio and naming strategy will provide the best long-term commercial value.
8.
How do we handle brands during an acquisition?
The management of brands in mergers & acquisitions can determine the success of the deal. Both economic and cultural values are vital. Make a thorough analysis and avoid quick emotional decisions.
9.
How do we protect the brand?
A brand is a valuable asset, but many lack even basic protection. It’s essential to identify key brand and name assets and design strong legal protection for them.