A one-sentence diagnosis for your brand

Posted on Mar 6, 2013 | One Comment

brand question
How clearly and concisely can you categorize your brand? Fill in the blanks:
We are the best brand in __[category]___,  offering  __[attribute]___  to  __[target prospects]___.

First of all, could you fill in the blanks? Confidently? Could any competitor of your brand make the same claim? Maybe most important, is it true? Revise if you must.

If you couldn’t answer without hesitation, it’s time to re-think that attribute or change your category or research your target prospects.

Related posts:

Elevator pitch vs. brand narrative – know the urgent difference Your brand’s credibility formula Is your brand digital-smart? How Customer-Centered hurts your brand

1 Comment

  1. Joel Alpert
    March 25, 2013

    That’s a tough exercise, but a vital challenge. I’m working with a European client in management consulting, and we wound up putting the “low risk” component of their market entry services in their tagline. So we get:

    “We are the best brand in (European) market entry, offering low-risk, flat-fee services to companies wanting to do business in (our country).”

    Good post, thanks for the focus.

    Reply

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