What is your Brand’s Core Strength?

What is the core strength of your brand?

Note: For the sake of this post I’ll use the term brand to mean product, service, company and brand as this exercise applies to all four elements.

Is the core strength of your brand the same for you as it is for your most loyal customers?
If No – Where do these strengths differ? Why do they differ?

What about new customers? Do they see the same core strength as your existing or most loyal customers?
If No – Where do these strengths differ? Why do they differ?

Finally, what about your partners?
If No – Where do these strengths differ? Why do they differ?

If you are able to answer yes to these three questions, you are significantly ahead of the game.

If you have any “no” answers, invest the time – immediately – to gather a representative from the marketing, sales and product teams to discuss the deviations. Uncover why these deviations are present and what can be done to address them. In many instances the “no” will be the result of nothing more than a messaging or positioning issue. However, in other instances, this deviation will be the result of a lack of internal understanding of your core strength or the inability of this core strength to resonate with your target market. If this occurs, it’s always best to remember that known issues are far easier to manage than unknown issues … and to start working through them as quickly (and thoroughly) as possible.

Once you’ve locked in the core strength of your brand – and confirmed it across your ecosystem – you can get right to work building out the key stories that will help educate (and hopefully entertain) existing and prospective customers.