March 6, 2013

A one-sentence diagnosis for your brand

brand question
How clearly and concisely can you categorize your brand? Fill in the blanks:
We are the best brand in __[category]___,  offering  __[attribute]___  to  __[target prospects]___.

First of all, could you fill in the blanks? Confidently? Could any competitor of your brand make the same claim? Maybe most important, is it true? Revise if you must.

If you couldn’t answer without hesitation, it’s time to re-think that attribute or change your category or research your target prospects.