Generally speaking, if you’re working with a large or experienced brand, this article is not for you. But every brand has to start somewhere, and that’s where the three golden questions come in.
Let’s say you’re working with an inexperienced brand, one that is not comfortable paying for a branding effort (no matter how much you plead). And let’s say this is one brand that hasn’t bothered to “find itself.” Let’s face it, not every company out there was started because its founder had a startling, creative inspiration to do things differently. Sometimes a real estate agency is just a real estate agency. Being savvy in business does not necessarily equate to being creative (although creativity can certainly give people an advantage in any area of their life).
This client wants you to build some advertising for them, which they hope will bring in more clients. What is the extent of their efforts to establish a brand? Let’s say they have a name and a logo only. No brand or mission statement. No established brand personality. And certainly no brief. In that case, it’s time to ask the three golden questions. Without the answers to these, you might as well be whistling in the dark when it comes to building ads.
The Three Golden Questions
- What of value do you offer to your customers?
- What is it about your product (or the way you offer it) that positively differentiates you from competitors?
- Who are you selling to?
We’ve heard these questions before. There’s nothing fundamentally new here. But what is here are the fundamentals. If your client can’t answer those three basic questions, then your thought-provoking creative advertising work will stand little chance of making an impact on the client’s business. We always love to see as much brand development as possible with our clients, but sometimes that’s not possible. When all else fails, turn to the three golden questions.