How to create your brand’s personality
Question #10 When Considering a Brand Refresh
If you’re considering designing a new brand or refreshing your existing brand, and you’re like many marketing leaders I talk with, you may be unsure how to get started. To help make the first step more manageable, we created a worksheet with the ten questions we use to start every branding project. Using this tool will inform you, your internal team, or your agency/design firm partner and will help you gain a deeper understanding of your brand’s landscape as you get started. You can download the free Sussner Brand Worksheet here: http://bit.ly/sdcobrandws
For a look into questions 1-9, please reference our previous blogs. This post dives into the final question to wrap up this series – which happens to be my favorite – as it transitions from the discovery to the creative phase.
“Why fit in when you were born to stand out?” – Dr. Suess.
To stand out, your brand needs to look and sound different – and better – than your competition – and attractive to your target audience. To do this effectively, the question we ask is, what aspirational qualities do you want your customers to associate with you, your business, and your products? In other words, how do you want people to think of you?
To help answer this questions, let’s look at this in three parts.