What 3 Branding Questions Must Every Business Answer to Win Customers?

In The Brand Flip, Marty Neumeier shares three powerful branding questions every business must answer. Here they are, word for word from the book.

1. Differentiation

Our brand is the only ⸏ that ⸏.

In the first blank, put the name of your category (robotics company, online university, fast-food chain). In the second blank put your key differentiator (sells voice-mimicking parrots, makes you the teacher, caters to vegans).

When you compress your differentiator into a tiny statement, it’s much easier to see what you have. Watch out for “ands” or commas—they’re vampires that can drain away your difference.

2. Building a Tribe

How do you build a tribe?

The trick isn’t finding the biggest possible market. It’s seeking out the truest possible fans. “Too many organizations care about numbers, not fans,” writes Seth Godin in his book Tribes.

“What they’re missing is the depth of commitment and interconnection that true fans deliver.”

3. Touchpoints

Which touchpoints work best, and how many should you have?

The short answers are
1) the most telling touchpoints, and
2) as few as possible.

The more touchpoints you create, the more complexity and cost you introduce into the business.

These three questions can reshape the way you think about branding.