About a year ago, I wrote a blog post entitled “What is a Brand?” In it, I reprinted an article that my father, Carlos Hidalgo, had written answering that very question.
In the post, my dad calls out three parts of a brand: Character, Physical Attributes, and Style. (I won’t take time here to elaborate on these three. You can read about them in the actual post.) Since posting that article, I’ve had a number of conversations about branding, and have found myself helping companies conduct “brand audits” around these three parts of a brand.
So, I thought I’d offer up some questions to help you and your team take a look at your brand to see if there any disconnects.
- Describe the Character:
- How do our customers describe us?
- How does our staff describe us?
- How do our customers say we treat them?
- Why does our company exist?
- What value do we bring to the market?
- Why is what we do important to our market?
- Describe the Physical Attributes:
- What do we do?
- What do we provide?
- What makes our product/service better than our competitors?
- Why should anyone buy from us?
- What can we say about our product/service that no one else can?
- Describe the Style:
- What is our company’s “personality”?
- What is our company’s “demeanor”?
- What is our approach to change?
- Where are we on the “conservative” to “cutting edge” scale?
- What words would be used to describe our look, feel, design, etc.?
Latest Posts
Tips for When You’re Feeling Stuck in Life
You’re grinding through your days, checking boxes, and wondering why life feels like it’s on autopilot. That’s what it means to feel stuck in life. It’s not laziness. It’s not...
