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Know Your Brand

Your brand is the reason your consumers choose you over your competitors. So do you know your brand well enough?



It can be hard to land on the look, feel and tone of voice of your business. The best way to find out? Your customers.


Consumer-centric thinking is fundamental in understanding and defining your brand. To run a brand health check, answer the following questions using your key buyer personas:

  1. What problem do you solve? From your customer’s perspective, what challenges are you solving for them? Visualize your perceived value.

  2. What are your distinctive benefits? List three to five benefits your customer gets from choosing your product/service that customers don’t get from going somewhere else. These are called your value propositions (or value props for short). What’s your brand promise? This is like a pledge.

  3. What will you always do for your customers? This is the other key part of your proposition that separates you from the competition.

  4. How does it fit together? Take your answers so far and try to craft a single paragraph that covers them. It’s ok if things merge and overlap—the aim is to end up with a unique message.

  5. Can you make it shorter? Now, refine. Take your time, review again and again until you’ve distilled your value propositions to one clear line that captures everything you want to say.


Understanding your consumer is key to defining your brand. Once your audience and your brand is defined, all your decisions become easy!


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