Over the last few years, a variety of entrepreneurs have asked me questions about branding. At The Lioness Group we help entrepreneurs build buzz and establish meaningful relationships with their core audience. Whenever I sit down with a client, the first thing I ask them are The BASICS, a questionnaire I designed to help companies evaluate the roles of their staff, measure what they are bringing to their market and get a sharper definition of their customers.
The real secret is that the answers to The BASICS give you guidance to your marketing strategy, reveal inconsistencies in internal and external messages, often show what has and has not been working for you and acts as a tool to help shape how you move forward.
What to consider when evaluating your brand?
Be strategic about your evaluation. You should be asking yourself questions that fall into the following categories:
- Staff Roles
- Board / Leadership Roles
- Purpose of Products/Services
- Customer Profile
These questions are not to be answered alone. Set aside time to answer them in a candid, judgment-free session with key staff members and/or managers.
Is there a one-size fits all strategy?
No. This activity should be shaped to your industry and your distinctiveness as a company. No two businesses will have the same outcome in answers. For example, below is a sample of some BASICS for a Mexican Restaurant:
- How do you get the majority of your customers?
- A customer has a variety of Mexican restaurants to choose from within a 5-mile radius, why would they choose yours?
- What are your busiest hours? Describe the customers who come in here during that time.
- What role does the head cook play in your restaurant? How does that role play a part in executing the mission/vision of your restaurant?
Are you starting to get the idea? The cook and the general manager may give two different answers on the cook’s role in the company. Isn’t that something you would want to know as the owner?
If you get the majority of your customers via word of mouth, your marketing messaging might want to be a little more informal and simplified, something a returning customer could easily relay to a curious friend. If your favorite customers tell you they love your place for lunch because the food is always tasty and the service is quick – BINGO! That is the starting point for your marketing content.
Stop pushing a message that is opposite to what you are delivering to your customers. Ask them, ask your staff and grow your business by doing what you do well.
For more information on The BASICS, contact Natasha.