Brands tell stories. They create myths. They engage people. They entertain people. What story does your brand tell? Is it engaging? Does it create an emotional connection to the brand?
What experience does your brand deliver? Does in connect with people through one or more of the five senses – touch, smell, sight, sound and taste? What feelings does it evoke? Does it calm people? Does it exhilarate them? Does it make them laugh?
Brands often stand for something. They embrace a set of values. What does your brand stand for? What values does it embrace? Does your brand express the values of its intended customers? Can they wear the brand as a badge of their values? Can they use the brand as a self-expression vehicle?
Brands have specific personalities. What personality does you brand have? Is it trustworthy? Is it reliable? Is it friendly? Is it smart? Is it innovative? Is it entertaining? Is it compassionate? Is it rugged? Is it stylish? Is it quirky? What personality should your brand have?
How does your brand serve its customers? Does it have a service ethic? Does it strive to anticipate customer needs and exceed customer expectations? Does it try to surprise and delight its customers?
What is your brand’s archetype? What drives it to behave as it does? What is its primary motivation? Does it like to guide others? Is it trying to save the world? Does it like to achieve? Is it a nurturer? Is its motivation to create the next big thing? What drives it to be the brand what it is?
In what ways does your brand take on human qualities? As listed above, does it have a specific personality and does it hold certain values? Is it trustworthy? Does it make promises to its customers? Does it connect emotionally with its customers?
Finally, what is your brand’s promise? What does it promise to its customers? Does it promise unique and compelling benefits or shared values? Does it consistently deliver on those promises? If it fails to deliver on one of its promises, does it recover from that failure and even turn the failure into a victory?
This then is what a brand does. It tells stories. It creates experiences. It holds a specific set of values and it shares those values with its customers. It makes promises. It delivers on those promises. It provides services to its customers. It has an archetype and a personality. And it can do all of this because it is the personification of an organization and its products and services.