We think this is so important, we're bringing you this excellent brand challenge, written by Van at ZingYourBrand
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You’re agitated about many things but there is one thing in particular: It’s about your brand.
You can’t quite get your head around it.
Your launch date is getting closer.
And you find all that jargon irritating ––jargon like brand loyalty or brand extensions.
Question #1: What is BRAND ESSENCE?
Or, All Good Brands have Heart
You are the vision master of your brand, without a doubt. At the heart of it, you are the beat and soul of your brand, and its driving spirit. The term brand essence refers to the core of your brand and what you & your business stand for: That’s your values.
Ask Yourself: Does your brand have heart and soul? Real people, you know, respond positively to heart and soul because it tells them you’re real too. It’s that simple. Articulate your real spirit and the core essence of who you are, what you stand for, why it matters — and why anyone should give a damn. If you communicate with that kind of intention, it will resonate clearly with your audience. In fact, it’s going to attract new customers, for sure.
Question #2: What is BRAND RECOGNITION?
Or, All Good Brands like to Stand Out
Clarity is key here. Why? Being clear about your brand positions you in a different league. It sets you apart from the rest of the pack. What’s more, your world will perceive you through a clearer lens. (This is a critical factor in your new business launch or in landing the next job or the next big client.)
Ask Yourself: How much attention have you spent recently on giving your brand absolute clarity? Are you soaring ahead of your competition? (Clue: Brands prefer living out loud. They prefer sitting in the front seat. Not the back seat. You?)
Question #3: What is a BRAND AUDIT?
Or, All Good Brands Prefer an Excellent Report Card
As a Brand Auditor myself, I’m talking about a comprehensive, unbiased and systematic evaluation of your brand to assess its ‘pulse,’ vital signs and general overall health. This is about uncovering what your brand is really all about. The last trap you want to fall into is a Dead Brand Walking. Not a smart business strategy. PS If you get this bit right, it can be the most exhilarating aspect to bringing your brand to life.
Ask Yourself: So when’s the last time you took an unbiased look at your brand strategy, brand story and style of communication? (Are you aware of the invisible clues embedded in your brand? Believe me, there are many clues – whether you know it or not.) Because your brand is communicating to the world 24/7 via whatever marketing you are doing online, social media, blogging –– the lot.
- See more at: http://www.zingyourbrand.com/2014/10/a-glossary-on-start-up-branding-6-questions-you-should-ask-yourself/#sthash.6Wo4UW7v.dpuf