Brand Strategy Questions

The key to success is devoting the resources necessary at the beginning to answer fundamental questions that will drive brand development. These brand strategy questions often include:

Discovery
•    What are the purchase and loyalty drivers of targeted customer segments?
•    How are they likely to change over time?
•    What characteristics in providers are most highly valued by these targeted customer segments?
•    How effectively is the brand or brand portfolio performing today versus competitors when considered against these drivers and valued attributes?
•    What are the specific equities of the brand(s) and those of competitors among targeted segments?
•    Would re-segmenting markets open new opportunities for growth?
•    How can the brand best be focused on targeted opportunities for growth and other elements of the business strategy?
•    What primary/emerging drivers of demand or customer behavior might the brand best be aligned with?
•    How could alternative brand positioning concepts and brand architectures impact purchase/recommendation intent of customers, influencers, and the investment community?
•    To what degree would they impact that intent?
•    What are the specific factors used by the investment community to value the company and competitors today?
•    What different perspectives on the company’s future trajectory might alter investor/analyst perceptions?
•    What are the likely financial returns on pursuing different brand strategy alternatives and/or brand investment scenarios?

Strategy creation
•    In casting the brand promise, how wide a gap should be opened between the current capabilities and perceptions of the company and a desired future state?
•    What is the best overarching positioning concept for the brand that will have enduring appeal and relevance to customers, investors, employees, and partners?
•    What are the related key audience value propositions that will help drive growth?
•    What is the degree of change required in the customer experience to realize the new brand promise?
•    What is the most effective brand architecture to help convey and reinforce the positioning and audience value propositions?

Transition planning
•    What should be the main messages to convey to each audience going forward?
•    What is the proper program to build internal enthusiasm and motivation around the new brand strategy?
•    What are the strategic imperatives that will drive the full development of visual and verbal brand expression and brand activation programs?
•    What is the most effective way to manage the launch and transition from the current state to the desired future state?
•    How can we best measure progress of the strategy?