1) Is your brand focused on a single differentiated idea ?

This is really important. While your brand may deliver many actual products or services, your brand will not succeed if it stands for many things. Your brand needs to stand for something unique and emotional that customers care about and that they can recall. Try and be everything to all people and your message will be inconsistent and have no real impact to anyone, Have Focus!

2) Do you have a written brand mission that clearly states your purpose/ Your Why?

It answers the question of why you exist for customers. What do you want to accomplish for your customers? How are your customers better off by doing business with you? It must be authentic and it should come from the inside. Don’t use generic words or obvious things like; saving money, good quality or excellent service. Those things are baseline requirements and they don’t appeal with customers. Your brand mission is not necessarily for the public, its primarily for the company, but share it publicly if you wish. Please remember, People do not buy “What you do”, they buy “Why you do it” a famous quote from Simon Sinek; Founder and Author of “Finding your Why”.

3) Do you have a written brand promise?

This is where you translate your brand mission into a brand promise that you can communicate to your customers. What does your brand promise to customers on top of the products/services you provide. Why do customers do business with you? Remember brands are never about the product or service but always about the promise.

A unique example to highlight is from Tony Hsieh, CEO of Zappos. Zappos’s core value and slogan was to give a “Wow factor” to delivering superior customer service. This core value was taken very seriously and is a cornerstone to success of Zappos. One event occurred, whereby a customer of Zappos really wanted a Limited edition pair of sneakers but even Zappos was not able to get hands on it. To deliver a “Wow Factor” in customer service, The officer extended their efforts beyond reasonable; By finding that exact sneaker for the customer even if it meant, the customer will be buying at a competitor’s store. This is how a written brand promise is carried out in action.

4) Do you have a clearly defined brand personality?

Imagine your brand as a Character from a movie. What’s your brand personality and attitude? Introverted, extroverted, quirky, cool, professional, loud, quiet, intimidating, warm, relaxed, risk taking, masculine, feminine, young, old etc. Your brand promise delivered with personality and attitude is what makes your brand significant from others. This must include the expected behavior of the staff that deliver your brand at all touch points.

5) Do you have a good logo that represents your brand and use it consistently?

A logo is not the brand, it’s just a representation in picture form. It should be as simple and iconic as possible, it should be easily utilised on a range of different media but in particular on your product or at each consumer touch points. Once you have a good logo, it’s most important that you use it consistently everywhere and that you refuse to renovate and modernise it. A good logo is a consistent one. Constantly changing and adapting the logo symbolises your brand/character does not have a consistent mission, promise and a personality.

6) Do you have a tagline that is memorable and meaningful?

A tagline is not compulsory. However most great brands have one and it’s often the hero of the brand message. A good tagline communicates your brands’ purpose in a simple sentence. It should be a little bit weird and unusual enough for customers to take notice. Examples include:

Nike – Just do it. L’oreal – because your worth it. Addidas – Impossible is Nothing ect.

By: Chawin Pilunthanakul