Top Questions I Like to Ask at the Beginning of a Brand Engagement
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Read time: 1.5 min
At a glance:
Quote: Questions are key
Lesson: Questions you should ask as a brand strategist, questions you should expect as a a client
Quote
"To ask the right question is already half the solution of a problem"
Carl Jung
Lesson
Brand strategy is the face of business strategy - it involves making critical decisions in how your business strategy comes to life and how to intentionally provide the best environment for your brand to thrive.
In every brand strategy engagement, it’s about understanding at a high level the bright spots and dark areas of the business.
What’s the transformation needed for the organization to win and succeed?
What are the key differentiators that matter to the ideal customer?
What position might the company own in the minds of the customer?
What may be standing in the way of the transformation?
Any hints of potential solutions?
Getting a firm grasp of the business and it’s journey allows for a more relevant brand strategy and a higher potential for success.
Ask the right questions to solve a business problem
What else can great questions do?
Since branding is often misperceived as just colors and design, asking the right questions at the outset can dispel some of these myths. You will notice that I don’t ask anything about the visual aspect at this stage of the engagement - it’s far too early!
Design agencies tend to go there straight away and that’s a red flag… unless a client wants to potentially rebrand a year later because nothing makes any sense. GASP!
Here are my favorite questions to ask (not exhaustive, just a start). So steal these questions for your brand strategy engagement or sniff out imposters as a client!
What worries you about your company? What keeps you up at night?
What’s your business goals for this year, in three years and out five years?
Anything unique about your business model?
Describe your current state and desired state (of the business, of the organization, of your customers etc.)
Is there anything confusing about your offering? Could it be simpler?
What does your product pipeline look like? Does it complicate or simplify the offering?
Who are your competitors and why do you win? Why do you lose?
Does the market understand this company? What should they know that they don't know today?
Is there anything about the company and the product you wish every prospect knew about?
What is a commonly held belief about your industry that you passionately disagree with?
Do you feel like you understand your ideal customers wells? What problems are you and aren’t you solving for them?
If we asked five customers or prospects, what would they say your company stands for?
What sets the company apart? What does it do that nobody else does, and how important is that to the market?
Conclusion
Questions allow you to understand your client and also communicate who you are. Ask critical questions early on to set the engagement on the right path.
Ways I can help you:
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