A brand becomes stronger when you narrow the focus.
Al Ries and Laura Ries, The 22 Immutable Laws of Branding.
Keeping a brand on course is one of the most critical and difficult challenges executives face. A narrow brand focus will help keep your brand aligned with your core business and in tune with your best customers. Below are four questions that can help your organization stay focused on what is most important for the brand.
Why do we exist?
Beyond making money, it is essential to know what purpose your brand serves. Knowing what problems your brand helps solve for its customers is key to building a strong, profitable brand.
What values and beliefs unify our employees and our customers?
Recruiting a high-performance team is vital to your organization’s ability to deliver on its brand promise. Knowing the core values that resonate deep within your organization and with your Brand Lovers is essential for attracting passionate employees and creating customers who love your brand. The more you understand what your brand stands for, the better you will be at drawing in people who love working for you and enjoy doing business with you.
How do we measure success?
If you don’t know where you are going, any road will get you there. Having a brand promise of what success looks like allows your organization to remain focus on the big picture.
What is holding us back?
Making progress toward the brand promise of a brand is not easy. It does not come without sacrifice and a lot of hard work. To be successful, you have to let go of the norms and embrace discomfort. The solutions that worked to get the brand where it is today will not ensure success in the future.
Now that you’re in the final stretch of 2018, have you done a thorough, top-to-bottom progress evaluation on your brand? Where are the big misses? What’s behind or underneath the numbers? What needs to be done differently?
Which of these challenges will you take into consideration as you plan for 2019? Pick one or two to bring to your next executive session.