These 4 questions are your brand foundation
EVERY PERSON in your company should be able to answer these questions and they should all answer the same.
Please, if that’s not the case, make some time to clarify this for now and forever. You’ll have a strong foundation to build your empire upon. I promise it will make your life easier.
- What do we do?
- How do we do it?
- Who do we do it for?
- Why do we do it?
1. What do we do?
This question gets you to the core of your company’s offering. Keep it simple (for everyone) and short. Think you can do shorter? Then go shorter. “We sell outdoor clothes.” or “I give marketing advice.”
2. How do we do it?
It’s not just about the product or service you provide but also the unique value proposition you bring to the table.
With the answer to this question you clarify the methodology or approach that sets your company apart. It explains the unique strategies, values, and principles guiding your operations.
For instance, Patagonia doesn’t just sell outdoor gear; they’re committed to sustainability and environmental activism, which shapes their brand identity. And ey’yo isn’t just ‘another consultant’: I’m here to put a smile on your face!
3. Who do we do it for?
Knowing and understanding your target audience is non-discussable. It’s about pinpointing the demographics, psychographics, and pain points of your ideal customer. Please don’t say you are here for everybody. Dare to choose. You’ll benefit from it!
Don’t say you are here for everybody. Dare to choose.
ey’yo targets start-ups, scale-ups and SMEs with a minimal impact on our planet and a maximal impact on people and businesses. I could also have gone for ‘sport industry’, ‘FMCG’ or ‘real estate’, but I didn’t.
4. Why do we do it?
This is the most crucial question. It’s about defining your company’s purpose and the reason behind its existence beyond profits. Brands like Toms Shoes have a clear “why”—for every product purchased, they give back to those in need. This purpose-driven approach resonates deeply with consumers and fosters brand loyalty. The last years ‘why’ has become more and more important.
People are actually willing to pay more if they feel connected to your purpose.
When every individual within your organization can confidently and consistently answer these questions, it aligns the team’s efforts, creates a cohesive brand message, and enhances the overall customer experience.
The success of brands like TOMS, Patagonia, and Airbnb is not solely due to their products or services. It’s their commitment to answering these fundamental questions that strengthens their brand foundations, resonates with consumers, and sets them apart in competitive markets.
According to a study by Interbrand, Airbnb (#46) is the fastest riser in value (+21.8%). A report by Harvard Business Review states that emotionally connected customers are more than twice as valuable as highly satisfied customers.
So, take the time to ensure everyone in your company understands and can articulate these answers consistently. It’s an investment that will undoubtedly result in a stronger, more resilient brand presence in the long run = profit!
Ah, and don’t forget to be consistent and patient. Brands are not built overnight.
Still in doubt about investing in building your brand foundation? Check out this video where Simon Peel explains why adidas shifted its budget from sales to brand (40/60).
Want to read even more? Check out Mark Ritson’s articles on his platform Marketing Week. Crisp readings on branding.
And why ey’yo? I love marketing and I want to do good; grow companies with honesty and contribute to people and planet 🙂
