| Brand Building Conversation Worksheet |
| 1. What do we want our name to stand for in the hearts and minds of our customers? |
- What is the first thing they think of when they hear our name?
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- Do we produce a product/service that creates a special value for them?
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- Is there enough value inherent in what we do (or how we do it) that we earn their loyalty?
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- How do they say that we could, if we don’t?
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- If we are generating that kind of value, how do we have to change to stay that valuable going into the future?
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| 2. What kinds of products or services do we offer? |
- Why is this still our mix?
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- Describe their quality and uniqueness.
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- Do different customer groups get different value from our offerings?
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- Is our current mix still the smartest array of offerings to our customers, given market conditions, in the face of what our competition is doing, considering our resources and capabilities?
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| 3. How and when do we decide to emphasize or promote specific products? |
- Is our strategy based on our own preferences or is it developed in relation to events and opportunities occurring around us? Both?
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- Who else might provide input to help us to do it better?
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- What could we do to improve our strategy?
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- How would we know that our improvements are effective?
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- What new results would we expect?
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| 4. How are our products priced compared to our costs and those of our competitors? |
- Are pricing strategies based on tradition, on current competitor initiatives, or on our products’ value to our customers?
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- What are the perceived advantages of our products in the minds of our different customers?
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- How do we know that our answer here is current and complete?
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- Is our perception aligned with the perceptions of our customers?
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