One way to strengthen your brand is to think about how you want it to impact its customers. Answering each of these eleven questions will help you do this:
- How do we want our brand's customers to feel? What emotions do we want our brand to evoke?
- What is our brand's ideal personality?
- How should our brand treat its customers?
- How will our brand enhance its customers' lives?
- What functional benefits does our brand deliver to its customers?
- In what ways will our brand surprise and delight its customers?
- What does our brand stand for? What are its values?
- What is different and special about our brand?
- What does our brand do that no other brand in the category does?
- In the end, for what will our brand be remembered?
- What is the one thing we want our brand to "own" in the mind of its customers?
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