Which brand category does your business belong to? This defines what market you serve & who your competitors are. The category definition is important because customers tend to choose category long before they choose products. In times of change, categories fluctuate too. If you’ve been in business for a long time, your category may have widened its scope or maybe changed altogether
What unique claims do you offer in the marketplace? Do you offer anything that no one else does? And in your line of business, what’s your distinctiveness, what sets you apart from your competitors? The uniqueness might be regarding emotional character, that is difficult or in many instances impossible for competitors to copy.
Who is your core audience? You may have more than one target group, but the more complex you make this part, the harder it will be to define who you are serving. For many brands, it may be helpful to make use of archetypes to define the traits of your primary target groups. You’ll find this helps you take one step back & focus on your ideal client profile rather than real existing or past ones.
What outcomes & objectives does your primary target group want to achieve? Are there personal outcomes that you can identify? How many types of outcomes are there? What’s the most important one? Again, try to narrow the scope & be as specific as you can.
What actions do you have to take to create the desired outcomes? These actions are unique to you. They may involve your services, your products, your attitude, or your intellectual property. This can cover a wide range of actions that you are good at.
What value do you create for your primary target group? We’re usually looking for the motivating factor that makes people willing to pay extraordinary fees for your products or services, compared to those of your competitors. In addition, how do you know if you are creating the right kind of value? Could you be creating even higher value?
What’s driving you? What ignited that initial spark that made you start your business or join the company you work for? Think back on what you were deeply passionate about. You may find that you’ve lost touch with your soul. If you’re going to be successful at defining your purpose, then you must first reconnect with your passion.
