It may seem obvious: good answers come from asking good questions. And when it comes to developing a brand strategy, it’s crucial. You need to know where you stand today – in the competition, your strengths and weaknesses, and how customers perceive you. Who is the actual customer, how do they make their decisions, what are the overarching goals, and how do you want to be perceived? The list goes on.

Curiosity drives progress

Someone called those of us who develop brand strategies “curiosity workers.” And it’s true – curiosity is probably the most essential driving force for successful brand work. But it should not be confused with laissez-faire—where you do as you please. To build a solid brand strategy from the ground up, a structured path that delivers results is needed.

Professional question structure

To get good answers, a question structure is required to address the obvious and what is often overlooked. A clear question structure makes the work more efficient and ensures that nothing important is missed.

A question structure can take many forms. Our own BrandTrail has been developed over more than twenty years and provides sound answers to everything relevant to building a solid brand strategy. It can be adapted to any situation and gives us confidence: If we start by asking the right questions, we know we will deliver good answers, leading to a successful brand strategy.

 What a Brand Strategy includes

In the next article, we will explore the elements of a brand strategy. If you’re already curious, feel free to contact us. We’d be happy to explain how BrandTrail is the foundation for a successful brand strategy.