Questions To Ask Before You Have A Brand
(Part 2)
By Andrew Fortunato
Recently a group of budding entrepreneurs at Southern Methodist University asked what their brands could learn from the Marines. I was glad to share my perspective on the strategic role of marketing in business, and the value of a strong brand. Building a world-class brand starts with asking the right questions. Any entrepreneur, business, or organization looking to find success in the current economy would do well to follow the example of the group at SMU. Asking the right questions upfront is invaluable. The lessons I shared apply whether you are an entrepreneur starting out, an established organization looking to re-brand, launching a new employer brand, building a personal brand, or establishing any kind of brand.
What The World Needs Now?
Once you wrestle down the issues of what your organization truly will represent, how you will seek to be known, and what you aspire to be recognized as, then the fun really begins. Get ready for some really hard soul searching type of questions. You are at the point where you have identified the vision for your brand, and taken an important first step. Now you are about to confront the reality of your great idea. You owe it to yourself to ask if what you propose to offer is really what the world needs now.
Building Brands The Marine Way
Are you really about to offer the world something new and useful? Is what you are about to offer really just more of something else that already exists? Will your offering only look different because it is done your way? In most cases you will probably come to the conclusion that the world doesn’t need another three pound burrito (big enough to feed a small family in some parts of the world); or another burger joint on a corner that already has at least one or two. Then again, maybe there is enough demand to welcome additional competition. A bit of war gaming certainly will help here. Every once in a while you will uncover a nugget that will allow you to introduce something new and different that consumers will really find value in.
Remember, just because you think you have the greatest idea in the world, doesn't necessarily mean anyone else will agree with you. The true litmus test is when you go to market and discover if anyone is truly interested in purchasing your product or service. It usually proves useful to test and validate your idea before you unleash it upon unsuspecting consumers. Not letting your enthusiasm get the better of you can save you significant heartache down the road.
Coming in Part 3: What Makes You So Special?
Back to Part 1: Who Are You?
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About the author: Andrew Fortunato, http://www.linkedin.com/in/AndrewFortunato, former Marketing Chief for the Marines, CMO, consultant, and speaker, advises and leads organizations seeking marketing and operational success. Andrew shares insights in-person and on his “What Can Your Brand Learn From The Marines?TM” blog at http://marinesbrand.blogspot.com.Copyright © Andrew Fortunato, 2011
Pat -- here is part two for your gang.
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