Do You Really Own a Brand? 10 Questions that Will Make You Reflect


Your brand is the image that people observe, develop, and relate to. It connects you to your customers and prospects. The branding process, including the planning and decision process are important. These decisions have an impact on your future success. By working through this checklist, you’ll have established a solid brand and a plan to move forward and integrate it into all of your marketing and sales efforts.

#1 Have you identified your business vision and mission? Your branding decisions must remain true to your core business vision and mission in order to provide a consistent and comprehensive image to prospects and customers.

#2 Have you identified colors that best represent the brand that you want to portray? The colors you choose will embody the vision and mission of your business along with the message you wish to convey.

#3 Have you chosen a brand name / business name that is easy to remember, easy to spell and can be registered as a domain name?

#4 Do you have a solid understanding of who your target audience is? Do you understand what their needs, interests and goals are? Remember that your branding efforts will influence your unique target customer.

#5 Do you know what differentiates you/your company from your competitors? Do you realize the value that you bring to your prospects? Answer these questions to make sure you are on the right track:

  • How do you benefit your clients?
  • Why do they like you?
  • Why do they buy from you? 

#6 Do you have a logo? Does it convey your brand in a way that is simple and easy to understand? Do you think that the colors support your vision and mission?

#7 Have you developed a brand purpose? It should be a statement that highlights what makes your business distinct.

#8 Have you created a brand personality?  It should be a statement or list of characteristics that best describe your brand. Your brand personality embraces elements of your personal personality so that you can create a stronger connection with the audience. A stronger connection results in a stronger brand.

#9 Have you created a brand promise? Most business owners don’t even know that they should create an emotional statement.  This promise should evoke a positive emotion.

#10 Have you created a marketing strategy? You should always include the social media marketing, email marketing and link building efforts into one marketing strategy. The most important elements of a marketing strategy are:

  • Social media profiles
  • Website
  • Blog name
  • Email signature
  • Phone message
  • Networking associations

Your brand is who you are, what you represent, and what makes you and your business unique and different from your competition. Spend time creating your business brand and working through this checklist to ensure a comprehensive and clear brand – a brand your prospects won’t be able to resist.

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