Brand managers are expected to build an advantage for their brand. To be on the path to achieving this each must ask:
- Have we tightly defined our brand’s target customers?
- What is the brand’s awareness level among its target customers?
- Do we know what our brand stands for in its customers’ minds?
- What is our brand’s unique value proposition?
- What is our brand’s story?
- What makes our brand admirable?
- Does our brand possess values that it shares with its customers?
- Does our brand engage its customers in meaningful ways?
- Is our brand available where its target customers shop?
- What does our brand do to surprise and delight its customers?
- Have we carefully designed our brand’s customer touch points?
- Are we completely consistent in how we present our brand to the world?
- Does our brand connect with its customers on an emotional level?
- Can its customers use the brand as a vehicle for self-expression?
- What processes have we put in place to ensure that the brand is carefully managed?
Source: Brad VanAuken The Blake Project